{"id":567,"date":"2024-11-20T15:30:40","date_gmt":"2024-11-20T14:30:40","guid":{"rendered":"https:\/\/tenglerconsulting.com\/?p=567"},"modified":"2026-02-03T10:29:14","modified_gmt":"2026-02-03T09:29:14","slug":"building-a-customer-oriented-supply-chain","status":"publish","type":"post","link":"https:\/\/tenglerconsulting.com\/en\/building-a-customer-oriented-supply-chain\/","title":{"rendered":"Building a customer-oriented supply chain"},"content":{"rendered":"

[vc_row section_type=”fullwidth” height_ratio=”60″ padding_top_multiplier=”” padding_bottom_multiplier=”” rc_bg_type=”image” rc_bg_image=”1634″ rc_bg_color_overlay=”black” columns_gap=”none”][vc_column][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”3x” padding_bottom_multiplier=”4x” columns_gap=”60″][vc_column width=”2\/3″]

Building a customer-oriented supply chain<\/span><\/h1>[\/vc_column][vc_column width=”1\/3″][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”” padding_bottom_multiplier=”” columns_gap=”60″][vc_column]
<\/span><\/div>[\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”3x” padding_bottom_multiplier=”2x” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]01<\/span>[\/vc_column_text]

The client<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]A prominent European manufacturer, belonging to a larger conglomerate, provides its partners across the continent with a comprehensive selection of high-quality corrugated case material products. This organization is dedicated to delivering a full range of solutions to meet diverse packaging needs, ensuring exceptional quality and reliability.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_bottom_multiplier=”2x” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]02<\/span>[\/vc_column_text]

Challenges<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]Our client aimed to improve their competitiveness on the European market by offering better availability of top products at minimum lead time. In addition, a digital sales portal should improve customer interaction and speed up order handling. However, the client lacked readiness to offer standardized products with a clear and reliable service proposition. At that time, there was no actual service differentiation depending on the type of customer and type of product.<\/p>\n

Customer-specific products<\/strong>
\nThe products were highly customized, making it practically impossible to stock for different customers, limiting flexibility in the supply chain.<\/p>\n

Fragmented product portfolio<\/strong>
\nThe highly fragmented product portfolio prevented the achievement of the critical mass needed for efficient on-stock (make-to-stock (MTS)) production.<\/p>\n

Unclear OTIF targets<\/strong>
\nSince the customer did not measure on-time in-full (OTIF) performance, clear targets for delivery reliability were absent, leading to uncertainty.<\/p>\n

Volatile lead times<\/strong>
\nDue to order bound (make-to-order (MTO)) production and long transportation routes, order lead times were highly volatile.<\/p>\n

Limited storage capacity<\/strong>
\nThe distribution network had insufficient storage capacity and warehouse locations were only at or close to production facilities, restricting flexibility.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]03<\/span>[\/vc_column_text]

Service provided<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]We teamed up with supply chain experts and deciders on client side to drive a quick implementation. The roadmap to better competitiveness required that we started to implement concepts as soon as possible.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” columns_gap=”60″][vc_column width=”1\/3″][\/vc_column][vc_column width=”2\/3″]
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<\/div>[vc_column_text css=”” text_style=”small-text”]Figure 1: Segmentation example: Simple differentiation between make-to-stock and make-to-order[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” columns_gap=”60″][vc_column width=”1\/3″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]In the first phase, we focused on two topics: On the one hand, we aggregated customer requirements into segments<\/a> to form differentiable service offerings regarding product availability, delivery performance targets and order lead times. The delivery performance target was a particular challenge as there was no clear view on the current performance. During the project, we implemented an OTIF performance monitoring to track and continuously improve service fulfilment.<\/p>\n

On the other hand, we reduced the product portfolio<\/a>. We cut customization options with no\/low additional value and defined product standards. The consolidation of the product portfolio led to an aggregation of demand volumes on fewer products. So, we finally had created standardized top selling products which could be produced on stock![\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” columns_gap=”60″][vc_column width=”1\/3″][\/vc_column][vc_column width=”2\/3″]

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<\/div>[vc_column_text css=”” text_style=”small-text”]Figure 2: Step-by-step network design approach (illustrative example): 1. optimization of warehouse locations; 2. simulation of warehouse capacities; 3. CO2 footprint reduction.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_bottom_multiplier=”2x” columns_gap=”60″][vc_column width=”1\/3″][\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]In the second phase, we conducted a network simulation<\/a> to select the best-fit distribution network to meet target service levels at optimal cost. In the beginning, we developed some rough examples of different network designs to start the discussion. With each round of feedback, we excluded certain network designs, finetuned others, and detailed out cost metrics to clear the view.<\/p>\n

In parallel to the network simulation, we redesigned the order handling and customer demand forecasting processes to fit with the digital sales portal and ensure a seamless customer experience.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_bottom_multiplier=”2x” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]04<\/span>[\/vc_column_text]

Benefits<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]Together with the client, we not only optimized the supply chain but also aligned it with customer needs and expectations:<\/p>\n

Structured offers<\/strong>
\nOur client is now able to differentiate service levels and propose structured service offerings to customers. Each offering has its implication on the client\u2019s supply chain (order handling, forecasting, production strategy (MTS\/MTO) etc.). This enhances precision and efficiency of service delivery.<\/p>\n

Product portfolio optimization<\/strong>
\nThe client achieved a 25% reduction in the product portfolio, streamlining inventory management and reducing complexity through the introduction of new product standards.<\/p>\n

Competitive distribution<\/strong>
\nBy implementing a customer-oriented and cost-optimal distribution network, the client boosts their delivery competitiveness in the European market.<\/p>\n

Transparent supply chain<\/strong>
\nThe new visibility on key supply chain metrics such as OTIF, forecast accuracy (FCA) supports the client to further improving their service performance.<\/p>\n

Efficient communication<\/strong>
\nBy integrating the sales portal into the order handling processes, the client further enhances their customer interaction and satisfaction, while providing seamless and efficient communication channels.[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_bottom_multiplier=”2x” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]05<\/span>[\/vc_column_text]

Customer voice: Hamburger Containerboard<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]We are happy to showcase this project together with our client Hamburger Containerboard. We have worked on the topics mentioned above in the last two years and we are looking forward to continuing the great work on Hamburger Containerboard\u2019s supply chain!<\/p>\n

\u201cTenglerConsulting was a key driver in the fundamental transformation of our supply chain.<\/p>\n

Supported by their structured approach and in-depth SC understanding, we were able to take strategic supply chain decisions, define our service offerings und optimize our customer processes.<\/p>\n

Now we are ready to upgrade our customer interaction to a state-of-the-art customer portal.\u201d<\/p><\/blockquote>\n

Peter Kondel<\/strong>
\nHead of Sales and Supply Chain Manager
\nHamburger Containerboard[\/vc_column_text][\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_bottom_multiplier=”3x” rc_link_color=”primary-1″ rc_link_hover_color=”black” columns_gap=”60″][vc_column width=”1\/3″][vc_column_text css=”” text_style=”small-text”]06<\/span>[\/vc_column_text]

Our services<\/span><\/h3>[\/vc_column][vc_column width=”2\/3″][vc_column_text css=””]Find out more about our Inventory & Network Optimization<\/a>, Supply Chain Segmentation<\/a> and Product Portfolio Optimization<\/a> services.[\/vc_column_text][\/vc_column][\/vc_row][vc_section disable_element=”yes” el_id=”author”][vc_row section_type=”fullwidth” padding_top_multiplier=”” padding_bottom_multiplier=”” columns_gap=”60″][vc_column]
<\/span><\/div>[\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”3x” padding_bottom_multiplier=”3x” columns_gap=”60″ equal_column_height=”equal”][vc_column width=”1\/3″ full_height=”yes”]
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\"\"<\/div><\/div>\t<\/div>\r\n\t<\/div>\r\n<\/div>\r\n[\/vc_column][vc_column width=”2\/3″ full_height=”yes”][vc_row_inner height_ratio=”50″][vc_column_inner full_height=”yes”][vc_column_text css=”” el_class=”special-link”]Ready to strengthen your supply chain\u2019s sustainability through a stronger integration?<\/strong> Contact us at office@tenglerconsulting.com<\/a> to discuss how we can develop a planning framework\u2014supporting sustainable, efficient, and resilient supply chain practices made to your business needs.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner height_ratio=”50″][vc_column_inner vertical_content_position=”bottom” full_height=”yes”][vc_column_text css=”” text_style=”small-text”]About the author<\/strong>[\/vc_column_text]
<\/div>

Daria Reshetniak<\/span><\/h3>[vc_column_text css=””]T: +43 1 234 56 78
\nE: daria.reshetniak@tenglerconsulting.com<\/a>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section el_id=”contact”][vc_row section_type=”fullwidth” padding_top_multiplier=”” padding_bottom_multiplier=”” columns_gap=”60″][vc_column]
<\/span><\/div>[\/vc_column][\/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”3x” columns_gap=”60″][vc_column width=”3\/4″]

Are you working on making your supply chain more customer-centric or looking for proven approaches to optimization? Contact us at office@tenglerconsulting.com<\/a>\u00a0or connect with us on LinkedIn<\/a>.<\/span><\/h3>[\/vc_column][vc_column width=”1\/4″][\/vc_column][\/vc_row][\/vc_section]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

An international paper manufacturer aimed to improve their competitiveness on the European market by offering better availability of top products at minimum lead time. However, the client\u2019s supply chain was not ready.<\/p>\n","protected":false},"author":7,"featured_media":1634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,10],"tags":[],"class_list":["post-567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-02-planning","category-04-project-insights","grve-entry-item","grve-blog-item"],"yoast_head":"\nCustomer-oriented supply chain - case study | Tengler Consulting<\/title>\n<meta name=\"description\" content=\"Building a customer-oriented supply chain at an international paper producer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenglerconsulting.com\/en\/building-a-customer-oriented-supply-chain\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer-oriented supply chain - 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