Fulfillment
The term fulfillment refers to the totality of activities associated with the delivery of goods to the customer after the contract has been concluded. The term fulfillment is generally used in connection with B2C activities and in e-commerce. For example, a logistics service provider arranges all the tasks that arise after receipt of an online order. In the first instance, a customer’s order is followed by order acceptance by the respective producer, service provider or retailer. In most cases, this results in a contractual relationship that specifies the obligations of the contractual partners. This is usually followed by the picking of the ordered goods from a warehouse. In the next step, the goods are then packed and made ready for dispatch. Following all logistical steps, the invoice is issued in accordance with valid commercial law. If the customer does not settle his invoice within the specified payment period after receiving the goods, a reminder is issued. The process also includes value-added services, such as telephone information or further support.
Customer satisfaction through successful fulfillment activities
As part of maintaining a positive customer relationship, fulfillment activities also include returns management, spare parts supply, repair, disposal and general customer care. Returns management includes complaints, cancellations as well as incorrect deliveries. In addition to coordinating repairs, spare parts procurement can also strengthen the relationship between the customer and the service provider or retailer. To establish customer loyalty, the disposal of goods or individual parts can also be useful for the service provider. But first and foremost is personal advice and on-site support. Especially for online stores, availability by phone is of great importance for customer satisfaction. This is often provided by call centers. The various tasks can be handled by logistics service providers who specialize in fulfillment processes. In such cases, this is also referred to as business process outsourcing.
