[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-why-the-supply-chain-crisis-is-really-a-customer-service-challenge-for-brands":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",61300,{"id":24,"name":25},"author-05180903010007211414","Erica Gunn","2022-08-04T14:34:21","2025-11-28T12:40:35","Why the supply chain crisis is really a customer service challenge for brands","why-the-supply-chain-crisis-is-really-a-customer-service-challenge-for-brands","Why the Supply Chain Crisis Is Really a Customer Service Challenge for Brands","Behind every headline about the supply chain crisis, there are disappointed customers. Canto CMO Erica Gunn discusses how brands can maintain customer satisfaction in an age of uncertainty. ","Behind every headline about the supply chain crisis, there are disappointed customers. Those customers are most likely listening to music on hold or typing their query to a smiley chatbot in the hope of hearing some news of when their purchase will arrive. They clicked buy now and they wanted it now. That’s the baked-in […]","Behind every headline about the supply chain crisis, there are disappointed customers. Those customers are most likely listening to music...","\u003Cp class=\"wp-block-paragraph\">Behind every headline about the supply chain crisis, there are disappointed customers. Those customers are most likely listening to music on hold or typing their query to a smiley chatbot in the hope of hearing some news of when their purchase will arrive. They clicked buy now and they wanted it now. That’s the baked-in expectation of the digital age, right? Sometimes the labels that we give to things, like “supply chain crisis,” don’t do justice to the end-to-end impact of disruptive events on a business.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In this case, the disruption started with the global spread of Covid-19 from late 2019 and looks set to continue through 2022. According to \u003Ca href=\"https:\u002F\u002Fwww.ft.com\u002Fcontent\u002F8a7cdc0d-99aa-4ef6-ba9a-fd1a1180dc82\" target=\"_blank\" rel=\"noopener\">\u003Cem>Financial Times\u003C\u002Fem>\u003C\u002Fa> (paywall), a pair of shoes made in China took as little as 17 days to reach Los Angeles from Shanghai before the pandemic. Today, it can take as long as 52 days. Spread that pattern across anything—from furniture to semiconductors to packaging that’s meant to reach food plants and the ingredients too—and that’s your picture of unpredictable delays at ports and warehouses and shortages of inventory just about everywhere. It’s little surprise then that by the end of last year, just in time for Black Friday and the peak spending period in the run up to the holidays, the United States was experiencing the “\u003Ca href=\"https:\u002F\u002Fwww.businesswire.com\u002Fnews\u002Fhome\u002F20211109005535\u002Fen\u002FU.S.-Customer-Satisfaction-Weak-But-No-Longer-Dropping\" target=\"_blank\" rel=\"noopener\">longest sustained period of deterioration in customer satisfaction in 25 years\u003C\u002Fa>.”\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--there-are-exceptions-to-the-rule\">There are exceptions to the rule\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Before we dive deeper into the prevailing gloom of customer dissatisfaction, it’s not true of every brand. For example, you’ll find that customer satisfaction with subscription TV streaming services like Netflix, Disney+ and Apple TV increased from the start of the pandemic in 2020 through 2021. In a \u003Ca href=\"https:\u002F\u002Fwww.pwc.com\u002Fus\u002Fen\u002Fservices\u002Fconsulting\u002Flibrary\u002Fconsumer-intelligence-series\u002Fconsumer-video-streaming-behavior.html\" target=\"_blank\" rel=\"noopener\">survey by PwC\u003C\u002Fa>, 83% of streaming subscribers in 2021 were pleased with their options, up from 73% in 2020. Fifty-nine percent expect to pay more for their subscription in 2022. Bingeing on the latest streaming series has just become a central part of life and the household budget. But when it comes to the real world of physical goods, it’s a different story.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Take Apple, for example. While Apple TV is a small but growing part of the company’s phenomenal $3 trillion story, even the world’s biggest company is \u003Ca href=\"https:\u002F\u002Fwww.ft.com\u002Fcontent\u002F5a2c18b9-4c37-470a-8c01-bec0a2310882\" target=\"_blank\" rel=\"noopener\">vulnerable to the shortage in supply of high-end chips that power its devices\u003C\u002Fa> (paywall). We’re living in a “shortage economy,” according to the \u003Ca href=\"https:\u002F\u002Fwww.businesswire.com\u002Fnews\u002Fhome\u002F20211109005535\u002Fen\u002FU.S.-Customer-Satisfaction-Weak-But-No-Longer-Dropping\" target=\"_blank\" rel=\"noopener\">American Customer Satisfaction Index\u003C\u002Fa>, which has been tracking sentiment since 1994. Prices go up when demand exceeds supply. But as the TV streaming services show, when customers are happy, increasing prices are not necessarily a problem. There are other factors at play—and that’s where other brands are winning and losing in the supply chain crisis.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"880\" height=\"450\" src=\"\u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184606\u002Fcustomer-service.jpg\" alt=\"Illustration of customer service rep and customer connecting via chat.\" class=\"wp-image-61357\" srcset=\"\u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184606\u002Fcustomer-service.jpg 880w, \u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184606\u002Fcustomer-service-450x230.jpg 450w, \u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184606\u002Fcustomer-service-768x393.jpg 768w\" \u002F>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--it-s-all-about-the-personal-touch\">It’s all about the personal touch.\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Whether you’re the CEO or the vice president of marketing, you’re also a consumer. What do you do when things go wrong with something you’ve bought or it falls short of your expectations? What’s your instinct? Pick up the phone or hit the company’s customer service email or social media, right? That’s what we all want: an answer—and fast.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">According to customer engagement and automation business Verint, “among customers who feel they have waited too long on hold, \u003Ca href=\"https:\u002F\u002Fwww.verint.com\u002Fblog\u002Fthree-reasons-customers-get-stuck-on-hold-and-how-to-address-them\u002F\" target=\"_blank\" rel=\"noopener\">1\u002F3 will hang up and never call back.\u003C\u002Fa>” It’s the end of their relationship with the brand. And that’s just speed. When it comes to quality, we don’t want some generic pacifier. We want something personal. In a sense, there’s a parallel here with what people say they value most about TV streaming services. It’s not just the breadth of content; it’s the personalization that each platform now offers. You don’t have to go searching to find something you like; it’s delivered to you. When something goes wrong, we pretty much all want the same thing. According to research carried out last year by \u003Ca href=\"https:\u002F\u002Fkhoros.com\u002Fblog\u002Fmust-know-customer-service-statistics\" target=\"_blank\" rel=\"noopener\">Forrester Reporting for the software company Khoros\u003C\u002Fa>:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>83% of customers say they feel more loyal to brands that respond and resolve their complaints.\u003C\u002Fli>\u003Cli>Other than price, 83% of customers say good customer service is their most important criterion for deciding what to buy.\u003C\u002Fli>\u003Cli>65% of customers say they have switched to a different brand because of poor customer service.\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">What’s the lesson here for brands? Optimize your call centers and customer aftercare. To take a page out of Zappo’s founder Tony Hsieh’s book, it’s important to draw the line between a call center script and the kind of open-ended commitment to customer service that is “\u003Ca href=\"https:\u002F\u002Fwww.zappos.com\u002Fabout\u002Fstories\u002Fcustomer-service-things-to-know\" target=\"_blank\" rel=\"noopener\">Obsessed. Maniacal. Radical.\u003C\u002Fa>” In today’s age of automation—and in the context of the Great Resignation and labor shortages—can chatbots deliver a first tier of empathetic customer service that filters incoming queries to the right human agent without the need for repetition of details? Whether the query is handled by a bot or a human, there is one thing you definitely want to avoid.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Your answer shouldn’t be the supply chain.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The short answer to any customer service issue is that the most important thing is the remedy. Why it’s gone wrong is important, but the customer wants to know how the brand is going to fix the problem. In the case of the supply chain crisis, that boils down to one key question: “When am I going to get what I ordered?” If you still can’t answer that, maybe you set the wrong expectations at the time of sale.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cem>Originally published on \u003Ca href=\"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fforbescommunicationscouncil\u002F2022\u002F04\u002F12\u002Fwhy-the-supply-chain-crisis-is-really-a-customer-service-challenge-for-brands\u002F?sh=ec0d24f4ea4a\" target=\"_blank\" rel=\"noopener\">Forbes\u003C\u002Fa>.\u003C\u002Fem>\u003C\u002Fp>",5,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184607\u002Fcustomer-service-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2022\u002F08\u002F19184607\u002Fcustomer-service-feature-450x263.jpg","Man wearing cape delivers package to woman with illustration of the supply chain in the background.",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"branding","Branding","\u002Fpost-category\u002Fbranding\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19190645\u002FBrand-equity-vs-brand-value-8-450x263.jpg",40440,"brand-equity-vs-brand-value","Brand equity vs brand value: What’s the difference?","Do you know the main difference between brand equity and brand value? How about the minor details in between? If not, this guide is for you.","\u002Fblog\u002Fbrand-equity-vs-brand-value\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F08\u002F19191043\u002Fbrand-differentiation-14-450x283.jpg",47373,"brand-differentiation","Brand differentiation: 7 Ways to stand out From your competitors","Brand differentiation is a simple concept that requires creative efforts to accomplish. This guide offers the tools to make that happen.","\u002Fblog\u002Fbrand-differentiation\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193654\u002Fcontrol-your-growing-brand-450x300.jpg",34729,"how-to-ensure-brand-consistency-growing-team","Your team is growing – How do you stay on top of your brand?","As an organization grows and adds more team members and external partners to the mix, it can get unwieldy to make sure that everyone does it correctly.","\u002Fblog\u002Fhow-to-ensure-brand-consistency-growing-team\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790485311218]