As demands for speed, visibility, and convenience intensify, customer experience has moved from a nice-to-have to a defining market advantage. Here’s how to boost your CX score. 4 CX Winning Moves in Supply Chain S upply chain stakeholders are zeroing in on customer experience (CX) as a key way to stand out in an uncertain and volatile marketplace. “Leaders across the supply chain are putting more focus on customer experience because it has become a key differentiator in today’s unpredictable market,” says Kent Williams, executive vice president, sales and marketing, at transportation services provider Averitt. “At the same time, shifting tariffs, global trade disruptions, and rising customer expectations are forcing companies to think differently about service,” he adds. From providers who support shippers, to shippers who serve business customers and consumers, to technology companies that provide solutions to retailers and carriers, companies across the industry are putting customer experience front and center.
December 2025 • Inbound Logistics 31
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