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In the rapidly evolving business landscape, companies are required to rethink their traditional business models and supply chains. The focus is now on creating more satisfied and loyal customers while meeting Environmental, Social and Governance (ESG) goals. This article will explore the concept of Constellations of Value, its implications for supply chains, and how blockchain technology can empower these constellations.
The concept of Constellations of Value was presented by the Digital Supply Chain Institute (DSCI), an applied research and supply chain transformation organization that focuses on the development of enterprise supply chains in the digital economy in a live-streamed webinar today (Sep 12th, 2023) hosted by us. You can watch the recorded video on our social media (Linkedin and Youtube).
Traditionally, firms have relied on rigid supply and sales channels. However, the current business environment demands a more flexible, customer-oriented approach. The Digital Supply Chain Institute (DSCI) proposes a novel concept known as Constellations of Value (CoV). These constellations are centered around customers, focusing on increasing the number of satisfied and loyal customers.
The CoV model represents a shift in mindset. Instead of seeing companies as rigid points in a chain, they become flexible stars in a constellation. In this model, a company could be a competitor in one constellation and a collaborator in another. This new outlook requires businesses to adapt and forge stronger, more flexible relationships with their partners.
The ultimate goal of every company's transformation towards a direct-to-customer model is to generate more happy and loyal customers. This doesn't refer to higher customer satisfaction scores. A happy customer is one who is willing to pay the same or more for your product and then share their positive experience. Conversely, a loyal customer is one who always prefers your company for their purchases and related services.
The CoV model offers several advantages beyond revenue growth. By fostering flexibility, resilience, and customer-centricity, constellations can enhance your supply chain's effectiveness. However, transitioning from traditional supply chains to CoV requires companies to design new approaches to business continuity and supply chain resiliency.
Recent global events, such as the COVID pandemic, the Suez Canal blockage, and the war in Ukraine, have highlighted the unpredictability of supply chains. Simultaneously, the increasing number of cyberattacks on software and physical goods supply chains has amplified the need for trusted constellations that ensure security alongside flexibility and resilience.
In recent years, customer expectations have significantly shifted. The "new customer" not only demands personalized products, transparent pricing, and adherence to social values but also expects more control over their supply chain experience. This transformation in customer behavior has necessitated changes in business models.
The increasing regulatory focus on ESG has further complicated this landscape. Companies are under increased pressure to understand and mitigate conflicting risks in their supply chains. The integration of ESG into the supply chain function is now critical for creating happy and loyal customers.
Technology plays a pivotal role in the evolving business landscape in two interconnected ways. First, customers now expect a seamless purchasing experience facilitated by technology. They demand visibility into their product's journey, its manufacturing conditions, and its environmental impact. Second, these expectations extend to the workplace, with employees seeking a high level of visibility and transparency from their employers and suppliers.
To accommodate new business models and evolving customer expectations, companies need to build new, secure external relationships. Instead of thinking in terms of rigid supply and sales channels, companies need to form flexible supply and sales constellations. In these constellations, a company could be a competitor in one context and a valuable partner in another.
One way to facilitate these relationships and build trusted constellations is through strategic data sharing. Companies need to identify what data they would share with other companies in their constellation that would provide mutual benefit. This process will require companies to understand that the value of data is relative and can change from company to company and from constellation to constellation.
In this context, blockchain technology can play a pivotal role. By providing a comprehensive and trustworthy record of a product's environmental impact, blockchain promotes transparency, accountability, and sustainability in supply chains. It can facilitate strategic data sharing by creating a secure, tamper-proof platform where companies can share and access data.
The shift from traditional supply chains to Constellations of Value represents a paradigm shift in how companies approach their business models and supply chains. It requires companies to be flexible, adaptable, and open to new partnerships. With the integration of ESG into the supply chain function and the adoption of technologies like blockchain, companies can build stronger, more resilient constellations that drive customer satisfaction and loyalty while meeting their sustainable goals. The future of supply chains lies in embracing these constellations and leveraging their potential to gain a competitive advantage.
To know more about Constellation of Value, download the Whitepaper released by the DSCI:
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