Fulfilment is the basic expectation
Tuesday, April 5, 2011 at 1:24AM Fulfillment is the basic expectation
When I order something online, I expect it to arrive. Fulfillment is a basic part of business – it means satisfaction and completion but it seems it’s too often delegated to logistics companies and that’s where the responsibility lies.
When something doesn’t arrive, it reflects on the logistics company and on the distributor from whom I bought the product. Their fulfilment process was flawed. If something goes wrong, they need to rectify the situation.
Resissue? Cancel and start again? Try a different delivery company?
To deliver is part of your responsibility. You've taken our money, now deliver it. Don't blame the courier. You chose them. They are part of your fulfilment process. They are part of your distribution channel. Expect high standards from them or move along and use a service that you can rely on.
If I’d embarked on a 21 day cycling adventure I would have got my delayed product quicker. The 2000 km it travelled took three weeks. A commercial airfare and two cab fares would have resulted in quicker and more positive fulfilment than the service provided by one of the world’s leading logistics businesses.
Would I use or recommend either company now? The logistics firm? No. Never. The interactions with them about said product were less than fulfilling! And the distributor of the product? I’ll recommend the product, but I won’t speak well of the backend of the business.
Is the product good? Sure, it's doing the job but it has this bad aura around it when I look at it. It’s as if there’s writing on it that says "not cared enough by the seller or the logistics company". Instead of an addressee, does it read "who cares, there are plenty more customers out there”?
Some in the industry may say, you got it, you're lucky. Do you know how many of those pesky brown packages we freight around this massive globe? And the sales targets we have to reach and the shareholders we have to appease? Do you? It's a tough work world out there.
It is a busy world out there – so busy that I had three other packages swiftly arrive from other corners of the globe all the while I was waiting for that ‘other one’. Big bulky packages. Arrived, quickly, simple, no hassle.
That is fulfilment. I bought products and they arrived, as promised. In fact, they arrived quicker than promised. That is fulfilment, completion, satisfaction.