Using the Customer/Product Action Matrix to Enhance Internal Collaboration

Efforts to create an integrated supply chain are often hindered by the separation between operations-focused and customer-facing orientations, which promote different measures, objectives, processes and decisions. This paper provides a tool, called the customer/product action matrix, that enables managers to develop tactical and strategic plans that incorporate both operations-focused and customer-facing considerations to better enhance customer service while prioritizing product mix decisions. The matrix can assist managers in developing a more practical approach to functional integration within the firm that, in turn, better position the firm for extended integration efforts. The matrix uses terminology that is common to both operations-focused and customer-facing managers, which enables consensus to be achieved in key strategic decisions that increase functional integration. Once this occurs, extended integration efforts across supply chain partners are possible because the operations-focused and customer-facing processes are now linked and focused on common goals, and the priorities for integration efforts are more easily identified. The matrix has been used successfully in several firms. It is easy to use, unbiased, and provides a common measure to guide decision-making from a cross-functional standpoint.

  • Availability:
  • Authors:
    • Sabath, Robert
    • Whipple, Judith M
  • Publication Date: 2004


  • English

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Filing Info

  • Accession Number: 01001368
  • Record Type: Publication
  • Files: TRIS
  • Created Date: Jun 29 2005 10:47AM