Shift to customer-centricity, its challenges and the future of smart supply chains

This paper delves into the evolving landscape of the supply chain and logistics industry, emphasising the growing imperative of customer-centricity. It examines key drivers propelling this shift, such as the surge in e-commerce, evolving customer expectations and intensified market competition. Beyond these primary forces, the common denominator facilitating customercentric supply chains is the comprehensive availability of customer data across diverse supply chain functions. Focusing on real-world examples, the paper unveils how businesses are tailoring products and services to foster customer-centric supply chain experiences using sustainable and collaborative supply chains. It also addresses challenges faced by companies while balancing operational efficiency with customer needs. Looking ahead, the paper navigates the trajectory of smart supply chains in an era marked by unprecedented global events such as the COVID-19 pandemic and geopolitical conflicts. It outlines strategic drivers such as real-time execution, sustainability, predictive demand forecasting and leveraging technologies such as artificial intelligence (AI) and machine learning (ML) for a smarter, more adaptive supply chain. Readers can expect to glean insights into the multifaceted dimensions of customer-centric supply chains, learning about successful strategies, challenges and the roadmap for future-proofing supply chains in an increasingly dynamic global landscape. This paper offers actionable insights to adapt and innovate in an era where customer-centricity and smart supply chains are pivotal for sustainable success.