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In this multi-leader feature, Supply Chain Tribe pulls together CXOs who have tried to make “customer-first” more than a slogan in their networks. The discussion goes beyond NPS and talks about concrete design choices: building differentiated service levels for channels, accepting higher structural cost in some legs to protect reliability, and using data to understand how availability, fill rate and on-time performance really shape loyalty.
Leaders also highlight where traditional KPIs get in the way—chasing the lowest freight rate or warehouse cost can quietly erode experience. Instead, they push for metrics that combine cost, speed and stability, and for cross-functional decision forums where sales, finance and supply chain trade-offs are made explicitly. For India’s FMCG community, this is a mindset reset: a “customer-first” supply chain is not just faster; it is deliberately designed to absorb shocks without passing chaos to the retailer or end-consumer.
