
There I was. The shipping manager of a multinational consumer goods corporation. Pending orders were piling up. Sales & marketing managers were calling, asking, and following up why shipments weren’t arriving at stores.
The manufacturing lines were running. The warehouse was full. The shipping department was loading trucks. Why weren’t orders being served?
There was a new order-to-delivery billing system that was just installed. The system required that manufacturing departments encode what they produced before finished goods could be entered as inventory. The shipping department could only ship finished goods that were ‘available’ in the inventory database.
The manufacturing departments, however, weren’t encoding their production fast enough. There were finished goods in the warehouse which were there, but the shipping people couldn’t retrieve and ship until the manufacturing departments encoded them. Hence, while pending orders piled up, the finished goods needed to serve them weren’t yet ‘available’ on the inventory database.
I complained to the company’s information technology (IT) manager who was in charge of the system. She kept answering ‘she will look into it.’ After a few days, and after seeing the warehouse so full and pending orders just sitting there waiting to be served, I decided to take matters into my own hands.
Using my managerial credentials, I overrode the order-to-delivery system’s program to assign finished goods to orders. To put it another way, I told the staff to retrieve the finished goods which were not yet ‘available’ on inventory but obviously there in the warehouse, allocate them to orders, and load & dispatch the items on trucks. I also authorised the staff to anticipate production coming from the manufacturing departments and have the warehouse forklifts load just-finished goods onto any waiting available trucks, even if inventories weren’t updated .
The company’s daily shipment volume immediately jumped as the shipping department loaded more trucks than days before. Pending orders shrank. Calls from salespeople and marketing managers decreased.
The IT manager, however, was furious. I had no authority to override the system, she said. She complained to her boss and to my boss. She threatened to take away my system credentials to override. I told her that if her system cannot keep up serving orders, I’ll use a manual typewriter if I had to. That got her even angrier. I didn’t care. What mattered was serving the orders.
How enterprises fulfil the demands of the markets they compete in depends a great deal on how they serve the orders of their customers. Enterprises need to get right their order-to-delivery systems.
How enterprises serve orders vary from business to business, industry to industry.
Traditional retailers such as supermarkets and shops display products on shelves, waiting for customers to see them, choose them, and pay for them at the check-out counters. Some, like hardware stores & fashion boutiques, wait for customers to inquire, examine, and test (e.g., tools) or try on (e.g., attire) before deciding to purchase.
Companies that mass-produce items like the multinational consumer goods corporations have salespeople to negotiate and sell to distributors & stores. Salespeople or customers themselves send orders to customer service & logistics officers who process and dispatch deliveries.
E-commerce marketplaces led by behemoths like Amazon and Alibaba sell & ship directly to consumers who click & pay for their orders on internet portals.
Some people will claim one order-to-delivery system to be better than another. Some will advertise or endorse state-of-the-art artificially intelligent (AI) information technology (IT) systems to automatically take care of serving orders.
The truth is how enterprises capture their customers’ clamour determines their order-to-delivery success. It’s not how efficient one’s logistics department is in delivering orders completely or on time. It’s not well-managed one’s inventories are. It is how the enterprise anticipates the needs of potential customers and plans for them.
When a multinational consumer goods corporation stock shelves of their retail customers with the right quantities of products consumers will buy, when a fashion boutique is able to show a walk-in customer the new dress that just got advertised, when a hardware store could a supplier to deliver the tools a contractor wants by the weekend, then respective enterprises could claim success in their order-to-delivery systems.
The order-to-delivery process is about knowing what customers may want, planning for it, and scheduling & executing the availability of products & services when customers decide & buy.
Success in demand fulfilment begins once there is demand, when enterprises successfully create demand from their target market.








