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Published: January 1, 2020


25 Markets Worldwide

Annual Revenue:

+100 billion USD




Consumer Products and Pharmaceuticals

The challenge

Unlocking the keys to supplier collaboration

A large US-based Drug channel retailer wanted to measure their relationships with their Joint Business Partners (JBP). They also sought a cadence of more frequent feedback from these suppliers, particularly at a senior management level.

Business people discussing information on paper on work

Advantage application

Voice of the Supplier (VoS) piloted with Senior-level respondents

This initiative led off with a pilot program to test and learn with this targeted respondent base. Future waves of feedback would incorporate feedback from the pilot and be run quarterly to measure and monitor the strength of joint business partnerships over time. Survey questions were designed to fit the targeted respondent’s purview.  JBP suppliers were segmented by customer tier for analysis purposes.

people discussing ideas in the workplace

The outcome

Key insights shape action plans for stronger relationships

Insights obtained from JBP supplier feedback helped to shape action plans for each customer segment, divisional challenges and their overarching approach to joint business planning. As a result of the robust insights coming out of the pilot, another three waves of research are scheduled to track the progress of the action plans over the next year.