Measuring Your Customer Satisfaction Excellence

Measuring Your Success

Heidi Ho, Principle ConsultantGS1 Hong Kong

19th November, 2015

GS1 Hong Kong Supply Chain Management Excellence Summit

© GS1 Hong Kong 2015

Today’s Success

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Increased Impact of Consumer Technology

Adoption

Increase in Consumer Service Demands

Increased Importance of Health

and Wellbeing

Shoppers continue to become more empoweredusing technology. This drives significant changesin consumers’ behavior and buying behavior andnew levels of service demands.Shoppers want more healthy products and a healthierlifestyle

The Evolving Shopping Landscape

Source: Future Value Chain 2020, TCGF, Capgemini, HP, Microsoft

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• Consumer technology ... Changes lives of consumers Changes shopping journey Increases marketplace

transparency

• Consumers ... Demand personalized dialogues

and offerings anytime, anywhere Embrace technology quicker

than the industry Digital natives are increasingly

big consumer base

• Success will come when we understand how to

maintain a true dialogue with consumers via their preferred channels and

technologies

The Move

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Today’s Theme

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Four Strategies

Source: Are You Ready? How to Create an Always-On, Always-Open Shopping Experience, Capgemini Consulting and GS1 US

High quality andtrusted (i.e., complete,accurate, timely)information andimages about theproducts and servicesthey sell.

Unique product code(GTIN) attributedcustomer information iscollected, stored andutilized to anticipateneeds based on pastbehaviors

Accuracy, location and inventory management by utilization of EPC-enabled RFID to create precision in the inventory accuracy.

Provide the customerwith the products theydesire via a consistentshopping, purchasingand fulfillment experience

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WEB READY PRODUCTS

Products are brought to market more rapidly throughenhanced attribute sharing. Retails are demanding highquality (i.e., complete, accurate, timely) information andimages about the products and services they sell. Thestated goal for all respondents is to improve the quality ofthe information and reduce the amount of time and laborrequired for their organization to bring an item to market.

How to React?

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• Data attribution: Items are accurately defined, easy to find and comparable through all channels.

• Images: Getting high-quality images of the products in a timely fashion is critical to their omni-channel strategy.

• Data accuracy and completeness: The omni-channel customer now expects that information—such as extended attributes, images and other value-added information—will be readily available and reliable.

• Online search management: The ability to more effectively present and refine presentations to the consumer, based upon historical preferences and algorithms and the items are uniquely identified.

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Web-Ready Products

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Impact of the Bad Data

• 74% of consumers consider it important that product information is trustworthy

• 38% would not purchase the product if they did not trust the product information displayed about it on their smartphone

• 35% would never use an app again if it contained incorrect product information

• 26% would never use an app again if it contained no product information

• 91% of mobile barcode scans returned incorrect or incomplete product descriptions

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Importance of a Trusted Product Data Source

GS1 Trusted Data Repository

Barcode as the key data attribute

Retailer Platform A

E-tailer Platform B

Ecommerce Platform C

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PREDICTIVE CUSTOMER ANALYTICS

Attributed customer information is being collected, storedand utilized to anticipate needs based on past behaviors inan effort to enhance the continuity of the omni-channelexperience. Although the data security issues, retails faceare causing some challenges in this area, retails areutilizing the information in the form of targeted promotionsand offers or enhanced services for the life of the productsthey buy.

How to React?

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Customer Big Data

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Today, over 5 billion barcodes are scanned everyday around the world. …

Global Trade Item Number (GTIN) – The unique product identifier

QR Code with GTIN embedded

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• eBay, Google and Walmart endorse GS1 Standard for Improving Online Commerce

Global eCommerce Players adopt GS1 Standard to facilitate trusted data source and big data analytics

“As we continue to create a seamless shopping experience across online, mobile and stores, we rely on accurate and consistent product information” said Jeremy King, Chief Technology Offier, Walmart Global eCommerce

“GS1 Standards have been invaluable in our efforts to improve the online shopping experience by harmonizing product data and eliminating inaccuracies.” said Eric Tholome, Product Management Director, Google Shopping

• Online Retailers Can Leverage Unique Identifiers & Structured DataGoogle filed a patent published on Oct 4, 2012, on aggregating product review information. “A product catalog includes information regarding products for sale online by various merchants, including product review information. An analysis module collects product reviews and determines whether each product review includes a product identifier, such as a Global Trade Item Number (“GTIN”)……”

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FULFILLMENT STRATEGY

Including physical and technological infrastructure. Tosupport the roll-out of the omni-channel consumerexperience, retails are revising processes, modernizingtechnologies and updating physical infrastructure. In fact,this area of focus received the most emphasis by therespondents. While the current status of their efforts variesbroadly, all respondents agreed that the goal is to providethe customer with the products they desire via aconsistent research, shopping, purchasing and fulfillmentexperience—regardless of channel or channels.

How to React?

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Fulfillment Logistics Challenges

Can system ready to manage online orders?

Multi-channel eCommerceorder placement

Can consumer track and trace delivery status?

Proof of delivery and on time delivery

How to appoint suitable local courier or freight forwarder for order delivery?

How to assign orders to courier and forwarder?

Flexible scheduling tool for order distribution and delivery

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DESTINATIONHONG KONGSOURCE

Supply

Manufactures 3PL Warehouse 3PL Retailers

Ports Ports Custom Demand

EPCDataflow

EPCDataflow

EPCDataflow

ezTrack Visibility Cloud (EPCIS Standard)Enab

ling

Infr

astr

uctu

re

Product Movement - What, Where, When, Why

Fulfilment Strategy - Traceability

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Consumer

Consumer can scan and retrieve e‐pedigree of the product to gain trust

Retailer to receive products with label for accelerating product receiving

End-to-end Traceability

Case Sharing:Fulfilment Strategy - Traceability

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http://www.google.com.hk/url?url=http://www.dailyfinance.com/2012/09/05/walmart-mobile-payment-test-checking-out-scan-and-go/&rct=j&frm=1&q=&esrc=s&sa=U&ei=K0TwVO2cOdjk8AXcx4GIBQ&ved=0CCkQ9QEwCjgU&sig2=AazzNIlyDD5ZO2tBXqXmrg&usg=AFQjCNGf1KDfbpWDJ7bXv0yRXVIIrPAl1Q


Through the adoption of global traceability standards, DCHLogistics can monitor the entire visibility of the product flow toensure order fulfillment and traceability data well ahead.

PO StatusLocation StatusShipment Status

Reference screens:

Captured Information1. Birth Date2. Country of Birth3. Product4. Item Gross Weight5. Item Net Weight6. Harvest Date7. Supplier Batch Number8. Ship-Out Date9. Inbound Date to DCH HK

Processing Centre10. Storage Location


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Temperature/ Humidity Tracking if Applicable

Riding on the global standards, DCH Logistics can furthermonitor the product quality (Temperature and Humidity) ifapplicable.


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Enhance product traceability andboost business confidence

Enable data interoperability betweenstakeholders in their supply chain

Better management on supplierswithin the supply chain

Monitor the product quality in termsof Temperature and Humiditythroughout the supply chain

Increase shipment status visibility

Estimated Savings:2% higher supplier service

level10% less out of stock rate+ service fulfillment


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INVENTORY VISIBILITY

Including accuracy, location and inventory management.Retails are building out systems and processes toaccurately track and manage inventory in the network.The desire among the majority of respondents was tomake this information of high enough quality/certainty toshare with the customer. The apparel industry is making abig push in the utilization of EPC-enabled RFID to createpinpoint precision in their inventory accuracy, in a morereal-time, dynamic way.

How to React?

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• Brick & Mortar Store• Website• Mobile devices• Interactive TV

Real-time Inventory Visibility

Omni-channel fulfilment complexity arise from MULTIPLE selling channelsand NUMEROUS shipment destinations

• It requires 100% inventory accuracy, which is supported by item-level tagging

EPC/RFID enabled Item Level Tagging is THE key enabler in OMNI-CHANNELfulfilment

• Telephone order• Direct Mail / Catalogue• Comparison shopping

sites

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Real-time Inventory Accuracy

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Warehouse

RFID Tagged

Retail Shops

Real-time Inventory Accuracy

RFID Tagged

Most cost effective and efficient fulfillment to customers

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http://www.google.com.hk/url?url=http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02320.html&rct=j&frm=1&q=&esrc=s&sa=U&ei=pAgEVJLWC9Tt8AWemYCQAw&ved=0CCUQ9QEwCA&sig2=vM9fFezh-i_T0gu9wu5TLg&usg=AFQjCNE6eUYcJxxNE1fBgc3INXMgn93CVw

http://www.google.com.hk/url?url=http://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02320.html&rct=j&frm=1&q=&esrc=s&sa=U&ei=pAgEVJLWC9Tt8AWemYCQAw&ved=0CCUQ9QEwCA&sig2=vM9fFezh-i_T0gu9wu5TLg&usg=AFQjCNE6eUYcJxxNE1fBgc3INXMgn93CVw


• Apparel 590+• FMCG 1,300+• F&B 2100+• Healthcare 550+

Hong Kong

Total 6,500+

© 2013 GS1 Hong K

(as of April 2013)

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ABOUT GS1

TRUSTED BY THOUSANDS OF COMPANIES

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What we have done?

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What we have done?

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What we have done?

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GS1 Supply Chain Maturity Model

Collaboration

Optimized

Integrated

Managed

Operational

Initial

A maturity model is a model that can measure the readiness/completeness of a system, an organization and so on.

GS1 Supply Chain Maturity Model:

To assess the readiness of supply chain in adoption of proven supply chain models and best practices

To provide a framework for companies to improve and facilitate adoption of proven supply chain models and best practices

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Supp

ly C

hain

Mat

urity

Mod

el


Measuring Your Success

GS1 Supply Chain Maturity Workshop

Schedule:5th Jan & 12th Jan, 201612th Apr & 19th Apr, 20167th Jul & 14th July, 2016

VTC NTTS EndorsedUp to 50% subsidy

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Thank you

GS1 Hong KongMs. Heidi HoE: [email protected]/ [email protected]: (852) 2863-9728/ 2861-2819F: (852) 2861-2423W: www.gs1hk.org

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Measuring Your Customer Satisfaction Excellence

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