CURVE - Key success factors for a logistics company (under the Blue Ocean Strategy)

CURVE - Key success factors for a logistics company (under the Blue Ocean Strategy)
(CopyRight 2009; Benjamin Goh, www.bensglobal.com)

C for Create a new market where competition is irrelevant. Examples would include just-in-time, continuous cost reduction benefits passed down to customer, re-packaging of products to allow for seamless integration to customers' operations, real-time delivery/storage information, direct delivery to customers' customers, etc.

U for Unique way of doing business, that is, based on industry best practices. Conduct business the way that the industry where the customer belongs to conduct. Understanding the specific vertical market that the customer belongs to would differentiate one from the competition.

R for Reorientating focus from competitors to alternatives and from customers to non-customers of the industry. Consistency in service quality and dedicated vertical industry account manager (for smooth communication and in-depth industry understanding) allows customers to expect the expected and may even be delighted since minimum effort is required to communicate requirements.

V for Value innovation. Innovation with value add should be part and parcel of the bloodline for any successful company and no difference for a logistic company. Examples include re-packaging, re-labeling, customer reports based on customers' SOP and requirements (even seamless data integration to customers' ERP or SCM systems), single point of contact (account management) for customers with international or regional offices), etc.

E for Excellence. Always strive for excellence, efficiency and effectiveness in delivering the services to the customers. Example include constant review and innovation of new and improved ways of serving the customers and thus, passing on cost savings to the customers or provision of specially customized logistic reports that reduced reporting on the part of the customer.