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Reverse Logistics as the Secret Sauce to Customer Satisfaction

By Dr. Robert L. Gordon | 06/16/2015 | 8:02 AM | Categories: Current Affairs

Many organizations are finding that strong reverse logistics practices boost perception that they are environmentally-friendly businesses, a key ingredient to satisfying today’s customers.

For example, many consumers currently look to organizations to be green in how they operate as well in regards to the products they offer. Social media makes it easy to find out where organizations are sourcing and what they are doing to protect the environment. To satisfy customers, organizations need to make sure that what they are doing behind the scenes aligns with what is being presented as their brand. This includes sound reverse logistics operations that demonstrate environmentally-friendly practices to avoid waste.

Another area where reverse logistics shines is in looking at what happens to a product after the consumer is done with it. Manufacturers like Dell are open about how they are re-using resources to design products with the environment in mind. Dell accomplishes this by committing to a closed-loop supply chain. 

Another giant in reverse logistics is Chipotle. Chipotle is not only leading the way for more responsible foods, they understand that logistics and reverse logistics matter to the average consumer and other fast food companies are following suit. People want the brands they associate with not only recycle and reduce waste, but to care about the environment and the quality of the food that they serve.  

Even SpaceX is moving to re-use rockets in an attempt to be more environmentally sound, but also do decrease costs of space travel. People are more attracted to corporations that do things that make a difference in the world. 

Ultimately, more and more industries are moving toward environmentally-sound business practices and telling people about it. This kind of transparency in supply chain operations can only be achieved with a strong reverse logistics program that addresses all the after-sales issues associated with a product.



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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Dr. Robert Lee Gordon

Dr. Robert Lee Gordon

Dr. Robert Lee Gordon is program director of the Reverse Logistics department at American Public University. Dr. Gordon has over twenty-five years of professional experience in supply chain management and human resources. He holds a Doctorate of Management and Organizational Leadership and a Masters of Business Administration from the University of Phoenix, as well earning a Bachelor of Arts degree in History from UCLA. Dr. Gordon has spent more than 14 years teaching reverse logistics, transportation, project management, and human resources. He has published articles on reverse logistics; supply chain management; project management; human resources; education, and complexity. He has also published four books on Reverse Logistics Management; Complexity and Project Management; Virtual Project Management Organizations, and Successful Program Management..

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