The Silent Bottleneck in Supply Chains 

Picture a manufacturer waiting for critical parts to arrive to keep production running. The order is delayed. Updates are inconsistent. The customer service team is buried under calls. By the time the right people are informed, the damage is done. Deadlines slip, costs rise, and customers are left frustrated. 

This plays out every day in global supply chains. Companies invest heavily in eCommerce platforms, warehouse management systems, order management systems, and ERPs. But when those systems operate in silos, information stalls. Blind spots appear. Breakdowns at integration points create delays and missed updates. 

The leaders who get ahead are investing in modern contact center solutions. Instead of allowing communication bottlenecks to dictate performance, they’re using them as opportunities to build speed, trust, and resilience. 

Why Communication Matters More Than Ever 

Supply chains are interconnected webs of suppliers, carriers, distributors, and customers. When communication fails, whether through missed updates, outdated tracking, or unclear roles, the effects are costly. In a fast moving environment, even a small lapse can stall production or cost millions. Clear, centralized communication is no longer optional. It is essential. 

Recent industry reporting highlights this urgency. In TIVE’s State of Visibility 2024 report, 77% of respondents said that real-time visibility is a must-have, even though nearly half of companies have not yet implemented it. That gap between expectation and execution illustrates how many organizations are still exposed due to communication breakdowns. 

Traditional call centers were designed to handle complaints and simple order inquiries. Modern supply chains require contact centers that connect directly with ERP, CRM, and management systems. With these integrations in place, contact centers do more than answer phones; they function as control towers, facilitating communication across every stakeholder in the supply chain. 

Solutions for Modern Supply Chains 

Modern contact centers strengthen supply chains not by adding more agents, but by deploying smarter technology. The priority is implementing software that enables customers, vendors, and carriers to get answers quickly and consistently across every channel. 

• In B2C supply chains, chatbots and voicebots can answer routine questions such as order status, shipment tracking, and delivery updates around the clock. Automated scheduling tools let customers change delivery windows without waiting for a live agent, while online returns systems generate labels instantly and provide real-time tracking back to the warehouse. 

• In B2B supply chains, the same principles apply, but the “customer” is often another supplier or logistics partner. For example, when you buy a product as an end-consumer, companies often rely on a third-party fulfillment vendor. When an order is received, that company must notify the vendor, the vendor must notify both company and the end customer when the product ships, and updates need to flow seamlessly across all three parties. Without integrated systems and clear communication, delays or blind spots quickly surface, impacting customer experience and eventually leading to poor customer retention. 

Equally important is ensuring these solutions deliver on their promise. Regular testing of voice and chatbots is critical to confirm that interactions feel natural, reduce frustration, and align with your brand. When an issue requires escalation to a live agent, integrated systems should pass along the full context of the conversation to reduce churn. This combination of automation, integration, and testing creates a seamless experience for all participants in the supply chain.  

Industry Example: From Solutions to Strategic Advantage 

Capabilities such as automation and rigorous testing reduce inbound call volume, shorten resolution times, and free agents to handle complex cases. Organizations that achieve this balance will ultimately lower costs, build resilience, and deepen customer relationships. 

A real-world example comes from Maersk, one of the largest global shipping and logistics providers. They faced several challenges in their contact centers, including: 

• Complex phone routes across multiple departments making it hard for customers to reach the right person. 

• Long waiting times and manual selection processes, which slowed resolution and added frustration. 

• Limited agent availability during peak times, leading to bottlenecks. 

• Inconsistent collection of customer feedback, making it difficult to identify and act on service issues. 

To address these issues, Maersk modernized its operations by leveraging Cisco Webex Contact Center, a cloud-based platform that unified its contact center. Specific steps included: 

• Implementing a cloud-based unified phone system with intelligent agent routing, instead of navigating long menus, calls are now routed based on agent skills, availability, and customer context (via CRM integrations like Salesforce), ensuring faster, more accurate connections. 

• Expanding service hours – making support available to customers from 1:00 A.M. to 1:00 P.M. CST, creating a broader global coverage window. 

• Introducing automated call-back functionality, allowing customers to secure their place in line during high call volume and receive a return call without waiting on hold. 

• Adding integrated post-call surveys, capturing real-time customer feedback at the end of each interaction to continually improve service quality. 

• Equipping agents and supervisors with unified dashboards, giving them real-time visibility into customer interactions, performance metrics, and alarm management so they can adjust on the fly. 

These improvements streamlined operations, reduced waiting times, and improved responsiveness. In Maersk’s own words, the initiative “massively saved us operational costs” by avoiding an on-premises system upgrade estimated at nearly $10 million. 

At Kenway, we stress that adding tools is not the end goal. The real impact comes from aligning people, processes, and technology so the contact center becomes a source of growth rather than simply an expense. 

Building for Today and Tomorrow 

Companies must identify where communication fails today, then focus on solutions that integrate with existing systems, reduce repetitive work, and empower digital interactions. Metrics such as first call resolution, order inquiry turnaround, and customer satisfaction keep progress measurable. 

The best supply chains also prepare for what comes next. Predictive analytics will help anticipate disruptions. Voice AI will provide near-instant order updates. Automation will simplify returns and exception handling. As sustainability rises in importance, contact centers will play a central role in sharing sourcing and impact data. 

The organizations that succeed strengthen communication today while embracing the innovations that will shape the future. Kenway partners with companies to balance both priorities, solving current challenges while preparing for tomorrow’s opportunities.  

Strengthening the Backbone 

Communication has always been the backbone of supply chains, yet too often it remains the weakest link. By modernizing contact centers with proven software, continuous testing, and practical tools such as order tracking, returns management, and vendor support, companies can improve efficiency, reduce costs, and strengthen resilience. 

At Kenway Consulting, we help organizations diagnose challenges, design tailored solutions and implement strategies that deliver lasting impact.  Contact us today.