ENGAGE & IMPROVE
BLOG #2 301220 – The Importance of Aligning Operations and Marketing Strategies
I recently and unexpectedly had an awfully bad customer experience from a well-known, retailer in relation to non-delivery of an online shopping order.
It was important to me that the goods were received in time for the festive season, and I therefore placed the order early December, which I thought would give the retailer ample wiggle-room to fulfil the order on time, even with the increased volume of online orders and deliveries as a result of seasonal volumes and COVID.
I never for one moment anticipated what actually happened:
- Failed delivery not once, not twice, but three times.
- Time taken to fulfil order – 3.5 weeks – three week’s outside of promised delivery timescales.
- Inability to change delivery method to collect in store due to lack of available capacity.
Why did I not expect this? Why am I feeling so outraged?
I asked myself the same questions, and then it occurred to me that the reason I was so disappointed was because the retailer failed to delivery on their brand promise to me – one of quality and exemplary customer service.
Was this due to the quality of the goods (eventually delivered) – absolutely not. Was this due to the efforts of the customer service team to respond to my complaints and to try their best to rectify the situation – no, they did try their best. Where in the value chain did it all go wrong?
Here are some thoughts…
From an operations point of view, delivery has been outsourced to a number of third-party providers. The choice of delivery providers from an operations point of view could have been chosen based on best-price, national coverage, delivery SLAs as examples. All valid criteria I am sure. However, from a marketing point of view, I believe it is important when choosing business partners to ensure that the brands of your partners are closely aligned with your own, and that they are capable of and willing to commit to deliver on your brand promise.
You can outsource work, but you cannot outsource accountability. Operational criteria are not the only considerations. Your business partners and suppliers need to share your vision, strategy and company values when they are performing work for you.
Failure to choose partners who are a good strategic fit can damage your brand and reputation and lead to customer dissatisfaction.
To talk with me about how your business can better align its operational and marketing strategies, give me a call on 01702 879548 or drop me an email today!
