Customer Service Management in a Distribution Center Environment - Part II


© Lincoln Bittner
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Customer service in the distribution center environment is divided into two distinct categories, product delivery, and issue resolution. Product delivery includes receiving, order processing, trailer loading, and transportation to the stores. Issue management includes issue identification, research, issue resolution on both short-term and long-term levels, and communication.

Customer service is too often viewed as a reactionary function, rather than a proactive function. If all you do is react to problems and situations, then you are nothing more than a fireman. In this article I am going to discuss the functions within the distribution center that directly affect the customer, the specific tasks within each functional area, common areas for error, and finally what to do to identify and correct these problems before your customer becomes affected by them. This should get you thinking about being more proactive, which is better for your organization and your customers.

Let's start with the receiving function. We are going to focus on the area where attention to detail can help the customer. In brief, the receiving process most commonly consists of receiving an advance shipping notice (ASN) via electronic data interchange (EDI) into your warehouse management system (WMS). The license plates are printed prior to the trailer arriving at the assigned door. During the unload process, the product is counted and reconciled against this ASN information.

The problems most commonly occur at this stage. The receiving dock worker is supposed to open at least one box per trailer load and confirm that the quantity inside matches the master carton label. If they are in a hurry, this does not always get done, or the items are miscounted. Remember that the stores order by the individual unit, so if the carton count is off, the stores will not receive the quantity they are being billed for. It is easy for a receiving dock worker to lose sight of the customer service aspects of the job, so reminders need to made that will help them remain focused on the importance of their function.

The next function that affects the customer is the put-away process. The receiving department puts a license plate on the pallet of merchandise. This label tells the put-away driver exactly where to place the pallet. It gives the module, aisle, bay, level, and position for the pallet. Where this process can go wrong, and ultimately affect the customer, is when the driver puts the pallet into the wrong bay. By doing this, the picker will be instructed to pick from that bay, but the items being selected will not be what the customer ordered. The system identifies that the customer received the correct items, but what they actually received may be of greater or lesser value. This will either cause shrink or swell to both the customer's inventory and the distribution centers inventory.

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