The 2014 supplychainforesight survey explores the perceptions of customer centricity, the impact it has on companies, how they are adapting to the shift in consumer power and how they are re-aligning their supply chain strategies and business models to meet customer expectations, says Stubbs.

These factors will be analysed during this year's survey, which is segmented into four sections focusing respectively on perceptions of customer centricity, customer centricity in the organisation, customer centricity and the supply chain, and strategic business and supply chain objectives.

Stubbs says the rise in the power of the consumer in a globalised and technology driven world is creating complexity and greater competition for all companies and supply chains.

“Change, and the fast pace at which it is accelerating, is forcing companies to come up with a new game plan.”

She says many companies are facing the challenge of how to transform their traditional business and distribution models into to those that deliver what customers want. Success and growth is being achieved by those companies that recognise, respond to and manage the ever changing demands of markets and customers.

“Companies and brands easily and speedily fall away when a customer centric approach is not adopted,” says Stubbs.

The supplychainforesight survey was conceptualised by Barloworld Logistics in 2003 and has been conducted on its behalf annually since then by top international management consulting firms such as Frost and Sulivan, which has been doing so for the past six years.

Each year the survey tracks the objectives and constraints experienced by South African businesses and supply chains. “This enables us to gain an accurate view of market conditions and the opportunities and challenges businesses expect to encounter,” says Stubbs.