Voice of the customer is one of the most actionable tools for evaluating supplier performance. While company data like on-time delivery and quality error rates are essential, they only show surface-level results. The real test of a supplier’s competence is how their offerings shape customer perception. When customers express satisfaction or reveal disappointment, аудит поставщика it often highlights unseen flaws that logistics dashboards miss.

For example, a supplier might comply with schedule requirements but use inadequate wrapping that leads to damage in transit. Customers will point it out immediately, even if your shipping department thinks no issues exist.

By collecting and analyzing customer feedback—through NPS polls, online testimonials, support tickets, and direct communication—you can detect trends that signal consistent performance gaps.

This feedback helps you go past basic audit thresholds and understand how each supplier contributes. It also allows you to have more meaningful conversations with suppliers. Instead of saying "you missed the deadline," you can say "end users have expressed anger over late arrivals tied to events, hurting our trust and loyalty."

This shifts the focus from blame to collaboration. Suppliers who seek sustainable business ties will act proactively when they see the human cost of their performance.

Consistently providing this feedback with suppliers promotes transparency and sustained enhancement. It also helps you make smarter choices about which suppliers to keep, incentivize, or terminate.

In the end, using customer feedback as a compass ensures that your logistics ecosystem isn’t just streamlined—it’s truly customer-centric.