Elevating customer experience with efficient supply chains: Lessons from Amway India

A 60-year-old company that started as a ‘garage setup’ soon spread across continents to become the world’s top direct selling organization in the present day. If logistics can make you win wars, then Amway was destined for success with its intricate and well managed supply chain. In this interview, we speak to Sanjeev Suri, Senior Vice President of Global Omni Channel Logistics & CS at Amway India as he sheds light on strategies and initiatives that can optimize supply chain and logistics operations at a multinational, multiproduct company like Amway, and more.

What kind of strategies and initiatives are exercised at the organization to optimize its supply chain and logistics operations?

At Amway, we are constantly innovating and optimizing our supply chain and logistics operations to ensure that we are providing our customers with the best possible service. Our focus is on enhancing efficiency, reducing costs, improving order fulfillment, and mitigating potential risks. Here are some specific areas where we exercise strategic optimization:

Warehouse and Distribution Network Optimization: We prioritize warehouse and distribution network optimization by implementing various strategies. This has enabled us to streamline processes, reduce handling costs, improve order fulfillment accuracy, and ultimately enhance customer satisfaction.

Transportation and Logistics Optimization: Efficient transportation and logistics operations play a crucial role in ensuring timely deliveries. We have, thus, employed strategies like freight consolidation and mode shifting to reduce costs, improve delivery speed, and minimize environmental impact.

Risk Management and Resilience: We proactively manage risks and build resilience within our supply chain to minimize disruptions and maintain business continuity.

What role does an efficient supply chain play in enhancing customer experience and satisfaction, especially when it is as complex as Amway’s?

An efficient supply chain helps businesses to create positive customer experiences, and some efficient supply chain strategies that have worked favorably for Amway include:

Timely and Accurate Deliveries: We ensure orders are processed, fulfilled, and delivered in a timely manner, helping to minimize delays, reduce lead times, and increase order accuracy, which enables higher customer satisfaction levels. We are currently servicing more than 17,000 pin codes across India, enabling next-day delivery in more than 90% of home delivery orders in metros.

Seamless Order Processing: Our order processing is smooth, seamless, and transparent. As soon as a customer places an order, they receive immediate confirmation, detailed tracking information, and proactive updates throughout the order journey.

Responsive Customer Support: Responsive customer support includes addressing inquiries, resolving issues, and providing timely support. We provide accurate and up-to-date information about inventory, order status, and delivery updates empowering our customer support representatives to effectively assist customers, resulting in higher satisfaction levels.

Product Availability: Efficient supply chain management optimizes inventory levels, supply planning, and production planning to minimize stockouts and ensure that customers can easily access the products they desire.

Ultimately, by continuously optimizing its supply chain operations, Amway strives to deliver exceptional customer experiences and maintain high levels of customer satisfaction.

Do you feel there is a gap between demand and supply when it comes to skilled manpower in India’s supply chain industry?

Yes, indeed. The industry plays a crucial role in the movement and distribution of goods, and as the Indian economy continues to grow, the demand for skilled professionals is increasing. Several factors contribute to this skills gap in the supply chain industry. Firstly, the rapid growth and expansion of industries such as manufacturing, e-commerce, and logistics have created a higher demand for skilled professionals who can effectively manage complex supply chain operations. However, the supply of adequately trained and qualified personnel has not kept up with this increasing demand.

Secondly, there is often a mismatch between the skills possessed by job seekers and the specific requirements of the supply chain industry. Many educational institutions may not offer specialized programs or courses focused on supply chain management, resulting in a shortage of candidates with relevant knowledge and skills in this field.

To address this gap, it is crucial to invest in vocational training programs, skill development initiatives, and enhancement in the educational curriculum. Collaborations between industry stakeholders, educational institutions, and the government can play a vital role in bridging this gap by designing and implementing relevant and industry-oriented training programs.


This is an abridged version of the interview published in the July edition of the Logistics Insider Magazine. To read the complete interview, click here.


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