In our first installment on the value of customer loyalty, we discussed the numbers surrounding trust and customer retention. Indeed, in these unusual circumstances, it has never been more fitting to consider the value of customer loyalty.

Not only has COVID-19 impacted a company’s ability to provide adequate or exemplary customer service levels, but those bound to legacy systems built around silos have found it particularly difficult to quickly respond and adapt.

In a time characterized by chaos and uncertainty, competitive differentiation will be defined by speed, consistency, reliability, and trust. In a practical sense, that means shifting from reactive to proactive, customer-centric supply chains. For those relying on fragmented processes, the solution is faster and simpler than you think.

My entire career, I’ve believed that it is easier to get more business from existing customers than to develop new ones. That’s not to say you don’t want new customers, but given the effort and expense involved, trusted relationships tend to win out over unknowns.

Yet, when we think about digital transformation, the topic of customer loyalty is typically an unmentioned benefit and nowhere to be found in the ROI rationale. Why is that?

The shift to remote work has left a majority of businesses technologically underprepared – and remote work is only the tip of the iceberg when it comes to structural changes.

There’s a renewed urgency for digital transformation, especially in supply chains. A recent PwC COVID-19 Pulse Survey revealed that 72% executives believe their companies will benefit from resiliency and agility in the long term, with nearly 50% expecting long-term benefits from technology investments and new ways to serve customers.

Digital transformations offer supply chains incredible opportunities to minimize risk and revenue loss by maximizing efficiency, customer satisfaction, and business growth. Digital transformations are also often daunting to approach and sell internally.

That’s why it’s vital for businesses to start with investments that yield the fastest and most valuable results.

While most business cycles ebb and flow, two or three times in a generation we encounter an earth-shattering change that fundamentally reshapes the way we do business. We’re in the eye of the storm – and it’s not one to wait out.

Many refer to the ‘new normal’ as a future reality, yet COVID-19 has had structural impact since its earliest protocols surrounding hygiene and social distancing. They have already transformed the way we do business and it’s only the beginning of a series of ongoing and disruptive changes. So, how are you preparing for the reckoning?

We live in a highly demanding time. Customers want more, better, faster, and cheaper. Competition is steep, and meeting expectations while innovating and staying profitable can feel like a pipe dream. As supply chain practitioners invest in and leverage robust technology to deliver on ever-increasing demands and complexities, it’s vital that they see past the fads (quick fix solutions) and focus on long-lasting trends (solutions that best align with where the industry is headed).

I recently joined IDC as an analyst covering global supply chain execution and fulfillment strategies, and began by reporting on the difference between maximization and optimization in the end-to-end supply chain: how it’s important to move from the former to the latter, how optimization can only be achieved by viewing the whole ecosystem, and how difficult this has been to do historically. It also explores how a digital transformation (DX) and the promise of interconnectivity and visibility it offers, as well as the intelligence it enables when paired with analytics or AI, make the optimization of large, multi-enterprise, multi-country, multi-industry business networks a viable – and necessary – goal.

We spent the year breaking down how today’s supply chain practitioners are under the gun, feeling pressured to run smoother and leaner operations under thinning margins and during the most disruptive time that has ever existed. We’ve noticed that these conditions have spawned a sense of urgency for quick and easy fixes.

However, we also discussed how, much like lasting happiness, fulfillment, and self-actualization, there are no quick fixes in the journey toward industry leadership. Rather, it requires a thoughtful digital transformation to establish a firm foundation on which new processes and innovations can effectively flourish.

As we close out this year, here are three key takeaways for cultivating a lasting transformation and supply chain success.

We began the series by stating that simply good isn’t good enough. That in today’s competitive climate, which requires companies to innovate, expand their service or product portfolios, and contemplate what’s next at a faster pace than ever before, satisfaction with incremental gains is a setback. Most companies put off digital transformations because they see the cost as overhead, an expense to avoid, and not a necessity for future survival.

It’s no surprise that there’s a growing interest in transportation management solutions. Transportation is at the heart of supply chain operations, and as more companies expand their products and services to conquer new markets, the more they run up against the limitations of their legacy systems.

While there’s a broad array of Transportation Management Systems (TMS) options on the market, according to Gartner’s Model for Holistic Multimodal Transportation Management Systems: Core Capabilities, few vendors “have solutions that can successfully and cost-effectively support all levels of transportation complexity.”

At its core, today’s transportation management solution must at least be holistic and multi-modal. But what does that really mean, and how can you better assess your level of transportation complexity and whether a given solution will adequately support it?

If you’ve been following my series, Making the Case for a Digital Transformation, it’s apparent that such a venture can stretch out over many months – if not longer. Not every business has that kind of time to spare, and you may be asking yourself: “What can I do if I have to get a new platform up and running in the next quarter or two?”

With tacit approval from senior management to pick a solution and spend what it takes (within reason), here’s my advice for fast-tracking your digital transformation.

The idea of innovation might sound enticing, but few are willing to take the associated risks in changing course. Treading lightly has its advantages, but the line between ‘careful’ and ‘cripplingly cautious’ can be thin, especially in such a highly competitive world.

Here are a few signs you might be letting fear get the best of you.

Now that the case for a digital transformation has been made and the go ahead given, it’s time for your supply chain software implementation...but don’t think it will be a walk in the park. It’s common to have a bit of friction between company departments – especially during transformations. Stamp out ‘turf battles’ early and map out a plan right away, so you can easily course correct when issues or delays inevitably arise. How you define success will also play a significant role throughout the process – don’t overpromise but strive to overdeliver.

We’ve discussed how Maslow’s personal growth paradigm applies to industry leadership, as well as how it translates to a digital transformation strategy and reach those heights. Within the step-by-step journey we’ve mapped, your business may be well on its way to self-actualization, propelled to leadership by strategically leveraging some of the most innovative technologies. But, in the grand scheme of things, what does it all mean, and where are we ultimately headed?

Here we place the industry’s ambitions into context, taking a brief look at how digitization shook the paradigm, where new innovations are taking us, and what it means for the ever-evolving supply chain to be growing toward its own state of ‘actualization.’

With a promising software provider determined and the backing of your network, it’s time to pull together your resources, construct a business case for the digital transformation, and make a strong and informed recommendation.

If you’re in a larger or public company, you will likely have a predetermined format for presenting a business case. Since this involves an investment decision, your finance organization should have a structured, formulaic template to use. Smaller or private companies will usually have a handful of people making the decision, with a greater focus on a “why and how much?” rationale.

Having sat through countless board and executive committee meetings in many different companies, and in a range of such scenarios, I’ve seen my fair share of both compelling and derailed presentations. Without getting overly prescriptive, here are some observations on the best ways to fully prepare, expect the unexpected, and make an effective business case.

It’s often been said that business process changes precede technology and software. Companies would first define their frameworks and then seek out software to support those established practices. However, much has changed in the 21st century. The rapid evolution of supply chain software and technology has transformed the industry landscape into a far more complex, fast-paced, demanding, global, and networked ecosystem. To keep up with these changes and to seize upon new opportunities, practitioners have begun shifting their approach to acquiring and implementing emerging supply chain software and technology. Rather than apply new technologies and other innovations to existing frameworks, successful and far-sighted practitioners are increasingly thinking about what new possibilities these innovations hold and how their use might help them pivot to more effective processes.