| We in the retail sector engage in discussions of | | | | package arrives at a customer's home, or on the |
| fulfillment product services almost too often. But, in | | | | loading dock of a company, you are sending an |
| these discussions, we often forget some of the key | | | | important message about the company you |
| issues which make fulfillment services so important to | | | | represent. If the product is late or the contents |
| our sector. This is to be understood and is a common | | | | incomplete or damaged; you have sent a very |
| byproduct of any intra-industry discussion. For this | | | | negative message. It will be read in a distinct, |
| reason, it is important to occasionally step back, and | | | | emotional and unambiguous way by your customer. |
| view the subject of fulfillment services in the most | | | | They will think you do not care about them. |
| basic manner. By doing this, we believe that | | | | You may see this services as yet another |
| managers can assess the specifics of fulfillment | | | | emotionless cog in the vast machine of business. But |
| product services through a simple and down-to-earth | | | | you would be wrong. This is one of the most |
| prism. | | | | emotional parts of the business world. If a customer |
| So let us begin with the most basic question: Why | | | | orders a product he wants or needs. Both "wanting" |
| are it is so important? It is such a basic question; you | | | | and "needing" are emotional states. In fact, they are |
| may find yourself initially at a loss to answer it. Or | | | | often described as "unfulfilled" emotional states. So |
| the initial answer which comes may seem too simple. | | | | product fulfillment services do not merely fulfill |
| Do not let all this worry you. The answer is simple: | | | | product needs but emotional needs as well. Product |
| Product fulfillment services are important, because | | | | fulfillment services suddenly sound much more |
| when they work they insure that your customers | | | | interesting, right? Of course, simply understanding |
| get their products in a timely manner, and when they | | | | that fulfillment services operate in an emotional |
| are not working your customers will not. Or too | | | | sphere, does not divorce you from the more |
| simplify this even farther: Your customer wants his or | | | | commonplace problems you face on a daily basis as a |
| her product, product fulfillment services gives it to | | | | product fulfillment manger. But it does give you a |
| them. | | | | greater understanding of the layers of meaning in the |
| Studies have shown that speed of delivery can be | | | | activity, and why customers often express seemingly |
| the chief determining factor in whether or not a | | | | undue anger when product fulfillment services fail |
| customer returns. More than quality, more than | | | | them. |
| reliability, more even than customer service. So | | | | Product fulfillment services provide a valuable link in |
| whether you function as part of in-house product | | | | the marketing chain; and stepping back and viewing |
| fulfillment services team, or you work for a | | | | some of its most basic components provides us a |
| dedicated product fulfillment services firm; you must | | | | new and unique perspective. And, in life, we all need |
| remember the importance of your role. When a | | | | that. |