News / Forwarders aim for 'customer experience', but shippers want lower prices

© Siri Wannapat

Customer experience is more important than price and product, according to a new survey of manufacturers, retailers and logistics service providers. 

Adelante SCM and BluJay Solutions, in partnership with the Council of Supply Chain Management Professionals, conducted an online survey in March, receiving 438 responses. 

Supply chain and logistics professionals were asked: “Over the next five years, customer experience will overtake price and product as the number-one brand differentiator. Do you agree or disagree?” 

Overall, 61% of the survey respondents agreed, or strongly agreed, with this assessment. Only 22% disagreed. 

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“Organisations are investing ...