Creating a problem for customers is never a good thing. But as Forrest Gump said, “It happens.” Over the years I found that the manner in which we deal with adversity is as important as solving the problem itself. If we learn from the situation and improve future performance, then there is no failure.
I was involved in a major crisis several years ago and it forced me to re-evaluate many of my assumptions. We gained tremendous insights as we worked through the situation and when it was finally resolved, we defined three general actions that needed to take place to manage future major customer service crises. I will summarize this a little later. First, I would like to explain how my assumptions caused a problem:
An ingredient problem created a recall situation resulting in 50% of my 1 million case inventory being unavailable to ship to customers. It was clear that the out-of-specification product would not be shipped anytime soon, if ever. Also, the production network was running at 90% capacity at the time of the recall, therefore we knew recovery was going to take a while and most of our customers would run out of product within the next few weeks. It was going to get very uncomfortable very quickly.
Since I was the supply chain manager for the affected product line, I was responsible for the operational aspect of the recovery plan, and point person for all communications to Management regarding the timeline for the inventory recovery.
For the purposes of this entry, I won’t discuss the technical aspect of recall, only the business and operational aspects. Rest assured that the recalled product did not injure consumers.
With half of the inventory unavailable, we knew that providing replacement product to our customers was going to be a big problem. I had to determine how we were going to quickly replace the ‘bad’ inventory. It should have been a mathematical exercise. Unfortunately, the next few weeks of the journey were fraught with surprising discoveries, most of them unpleasant.
“Your assumptions are your windows on the world. Scrub them off every once in a while, or the light won’t come in.” ― Isaac Asimov
Within the first few days of the crisis, I used a phrase that I now live by: “You either know, or you don’t.” I quickly learned that making assumptions is a risky business.
The most upsetting discoveries were around the planning system and the ability to generate a clear recovery plan. We discovered the planner was not diligent in keeping the plan up-to-date. In a nutshell, we really didn’t know how much product was in the inventory. Then we found a discrepancy in the production run rates, so we didn’t know with certainty how many cases of product we could make in a day. It became clear that we had been flying blind before the crisis occurred. My first bad assumption was since our customer service targets were being achieved, the systems were working and all of the parameters were correct.
Suffice it to say we corrected the planning issues very quickly. That was the good news. The bad news was we determined it was going to take 2-3 months get the inventory back to normal due to the size of the problem. For our customers being out of stock for a day is a problem. This was a bitter pill to swallow.
A second misguided assumption was that a protocol existed for clear internal communication. None of my colleagues could provide a good template for this, so we wasted no time and created and a straight-forward way to accurately ‘depict’ the inventory position while estimating the recovery date of each item. My team devised a color-coded chart that showed when inventory would be available to customers in future weeks based on the current production plan. The charts greatly assisted Management’s understanding of the situation and greatly assisted company decision making.
The last unfortunate assumption was the existence of a standard protocol for communicating information to our customers. A problem of this scale hadn’t occurred in the past and a protocol didn’t exist. In a matter of days, Sales and the supply chain developed a method for communicating the inventory status to the customers so they understood when they would get the stock they needed for their stores. As the communication with customers took place, it was not always an easy discussion between the sales force and the customer. In the end, the customers stated that it was better to get accurate information, even if it was bad news.
After reassessing all of the assumptions, here are three practices to consider:
- Work diligently to understand all of the circumstances behind the issues. If there are operational assumptions, question them and correct all errors. For example, scrutinizing the planning systems allowed us to determine that the production rates were not accurate. Correcting this issue made it possible to develop an accurate recovery timeline. Success came when we clearly understood the capabilities and capacity of the system.
- Develop a visual system to show critical information to the decision-makers. Visuals can be easier to understand than words. It’s important to quickly and crisply explain the situation to Management. In my example, developing a color-coded system for showing the recovery plan timeline for each item was critical for gaining the support and trust of the business team. Once this trust was established, communication was clear and decisions were much easier to make.
- Execute a simple protocol for keeping customers informed. With accurate inventory information being readily available, the timing and method of delivering the information to the customers will be simple. As discussed above, using the color-coded charts allowed the sales team to explain when the customer should expect the product to be back on their shelves.
Although the situation discussed in this entry was painful for the business, the changes made to the business processes substantially improved our ability to address issues and improve customer service going forward. It’s worth noting that many of the practices developed during this particular situation became company-wide practices. We were able to turn a negative situation into a positive result.
At the end of the day it’s important for the decision-makers and operations managers to have a crystal clear view of their operations. I would highly suggest that when looking at your own operation, you question assumptions associated with systems and communication protocols. Either you know or you don’t.
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