Reverse logistics management focuses on the movement
of a returned product to recapture value by quickly making decisions on how the
product will be managed and re-enter the supply stream. Strategic planning to implement technology
that will tightly control inventory, manage returns, develop a competitive
advantage, while minimizing operational costs is the challenge. “Today’s Enterprise Resource Planning (ERP)
systems have outpaced organizational readiness for product recalls” (Persaud,
2012).
A reverse logistics information system must
be flexible. Unlike forward logistics, reverse logistics will touch upon more
areas throughout the supply chain. When
developing automated technology to capture information, it is critical to
consider how that information will be used and how it will benefit or impact
different organizations. Early efforts
in tracking returns were simplified, often to the cost and capabilities of
technology. At one point of sale there
may have been a sticker system in place identifying returns to go to the
vendor, returns for salvage, or returns for disposition. With the lower cost of technology and
increased capacity to manage data, an organization can truly reap benefits to
reduce costs associated with returns.
Companies often overlook returns management
in developing a technological and communication plan. By examining the organization’s existing
return program, a strategic plan can be implemented achieving their specific
goals to manage, improve upon, and reduce cost of managing returns, excess or
obsolete goods. If a recall were to
occur, how would an organization identify where the product is? If a retailer was receiving and inordinate
amount of returns, how could they reduce those returns? If a repair facility wanted to improve
customer service, how could they plan their operations to reduce response time?
Recall Management
Tight controls over inventory, developing a
tracking system to identify where a product has been throughout the supply
chain most sensitive when a recall is initiated as a result of public safety or
health concerns. A company must
effectively identify defective products to limit the financial impacts and
liabilities that may be associated in the return process. Integrating return or recall activities into
a business strategy is the most effective way to create a plan that captures
the data required that can quickly identity where a product is at any given
time. Developing strategic commitment by
sharing responsibility throughout the supply chain is the most effective supply
chain management. The components in a
product can be handles by multiple people throughout the supply chain from
procurement of raw material, manufacture, and distribution. This number increases when handling import or
export goods.
Developing cooperation throughout the supply
chain, data gathered could identify procurement, distribution, or collection
strategies that could limit the impact of recall. By capturing data that could ultimately
identify low quality, or potential risks in the distribution of product.
Service providers are beginning to look at
recall management tools, to reign in active customers. In a case study (Stone, u.d.) discussed a
dental office managing patient files, educating patients on the necessity of
the annual screening, as well as carefully recording inventory used in the
event of a manufacturer recall to notify patients quickly who came in contact
with the product. The recall system for
health service providers is designed to reduces lost revenue, increases quality
of care, and limit liability in the event of a product recall. The commitment to capturing data into the
system was critical to developing and managing patient relationships. The study determined that many patients do
not return for the annual recall visits because it is commonly referred to as a
cleaning that offered no value as patients considered they clean their teeth
daily and do not require the service. By
capturing detailed data and using an automation system to generate consistent
messages in the patient billing, reminder notices, phone calls, and any other
communication system to include a specific reason for the visit increased
response and quality of care. The data captured
can help the patient realize that the “cleaning” will entail checking on specific fillings,
evaluate the amount of bleeding, perform oral cancer screenings, or other
specific care issues captured by the database.
As patient retention increases, management is able to determine hiring
needs. Often the hiring practices have
been based on scheduling during the busiest times leaving periods throughout
the year where staff is paid and little revenue is generated. “Many offices do not know how much hygiene
time they need” (Stone, u.d.). The
database system can help the office determine when hiring additional staff, is
appropriate as the patient base grows.
Returns Management
The options to handle a return are limitless
and can include liquidation, donation, resell auctions, private resale, and
destruction. Each option presents its
own unique set of circumstances that an organization will need to examine to
establish parameters to automate technology to expedite returns re-entering the
supply chain. Risks to consider might be
quality control of repairs to protect the brand and perceived values of the
branch. Donations can be costly
depending on an organizations tax strategies and could potentially increase
operating costs.
Setting up decision trees to maximize
recovery and identify trends that can be mitigated. “Making the right choices requires the
ability to define the expected outcome, use the correct technique or
combinations of the techniques for each situation, then deliver the results”
(Returns Management Inc., n.d.). By
capturing data consistently that identifies who is returning the product and
the reason for return, a company can easily identify opportunities for
improvement.
Is the return valid? Nintendo faced a return rate that appeared to
be higher than normal. Nintendo had
concern that some of the returns were outside the warrantee period and that
consumers were registering products when there was a malfunction. Nintendo responded to challenge of gaining
better control of returns by encouraged retailers to register the merchandise
at the point of sale by developing a bar code.
The process was facilitated by easily scanning a barcode on outside of
the box at the point of sale. The
retailer was enticed to train staff to comply by offering a $.50 rebate for
each registration they completed. The
new data supplied let retailers know whether or not the product was still in
warrantee at the time of the return. “After implementing this system, Nintendo
experienced an eighty percent drop in return rates” (Rogers &
Tibben-Lembke, 1999)
Keeping control over inventory, managing
assets, and developing communication and technology plans to manage inventory
will reduce the financial impacts of returns management. It is just as important to identify the
reason for the return as well as analyzing how to handle the return. In planning automated systems to capture
information, the return should be taken one step back in the supply chain to
re-introduce the produce to the supply chain recapturing value. “A key to successful returns management is an
asset recovery program that reduces losses or even generates revenue”
(Biederman, 2006).
LL Bean is an industry example of controlling
returns, managing customer relationships, as well as protecting the LL Bean
brand through vendor management because the organization has a consistent
process in place to capturing the reason for return. By capturing return reasons data could
potentially identity the need to re-design a product, packaging, or include a
simpler way to disassemble a product for easy replacement of parts that are
known to wear out. If there are a
significant number of returns as a result of poor quality, a trend could be
identified indicating the manufacturer is not meeting the organizational
standards.
Consider the quickest path to re-introducing
a return to the supply chain. An
organization may want to implement a support desk to identify the concern. If a consumer bought an all-in-one printer,
scanner, fax, and copier and the scanner was not working, how could data is
captured to eliminate that return? A
customer support center identifying the problem and capturing data would
benefit reducing the number of support calls or returns. As customer service troubleshoots the
problem, data could be captured identifying the solutions which work. Once the problem is identified, management
can examine the data determining the need for call and may uncover confusion in
the instruction manual which would require clarification, or possibly a need to
improve the drivers for the unit to be updated.
Repair Facilities
“A number of decisions including return
collection center locations, mode of transportation to be used, control
systems, and just-in-time policies, will not only influence the forward logistics
network, but also the reverse logistics network” (Madaan & Wadhwa, 2007).
To reduce repair time, tight control and
adherence to processes and maintenance of an inventory system should be
consistent. Maintain tight control,
inventory samplings and mini-audits conducted at regular intervals will ensure
control over inventory is maintained ultimately reducing costs associated with
excess stock as well as increasing the quality and efficiency of the facility. In a case study, the military identified
exposure to counterfeit parts that infiltrated the supply chain which has
“threatened National security, the safety of our troops, and American jobs”
(Shaughnessy, 2012). The problem America
faced could not solely be blamed on the Chinese for the manufacture of
substandard parts, but could be traced to a continued lack of consistency with inventory
control and accountability. Different
organizations within the military have different levels of commitment
surrounding inventory maintenance and control.
Property accountability managers often spend a significant amount of
time trying to obtain accurate paperwork, records, and facilitating
reconciliations. Without commitment and
support from the top levels encouraging compliance with the process and clearly
communicating the goals for tight inventory control, frustration and resistance
could work against the effort leading to gaps filled with low inventory, excess
inventory, error, damage, theft, loss or the opportunity for counterfeit parts
and substandard quality of the repair.
Although the military manages a database for tracking and accountability
of equipment that is consistent, the processes in managing and capturing data
as well as identifying location of the equipment are not. Some military units may have bar code
scanners while others will manage inventory manually with pen/paper and
checking items off from a master report.
An organization overseeing a repair facilities across many different
business divisions, must think about planning operations to eliminate inconsistencies
and implement automation that will focus on decreasing the time a product is
not operational.
By establishing organizational objectives and
an acceptable wait time for a repair, data can be used to identify customer
clusters to optimize location and warehouse of repair personnel. Data can also help anticipate and plan for
common repairs, coordinating physical parts and labor to expedite the process
and increase customer service. Amini,
Retzkaff-Roberts, and Bienstock (2005) conducted a study involving the
planning, design, and implementation of medical laboratory devices. The company identified parameters for repair
to minimize risk to the laboratory guaranteeing a six hour turn around on
repairs for most customers with exceptions being those in remote areas making
compliance with the standard economically unsound or impossible. The company
designed a self-diagnostic tool in the equipment that would expedite the
process. The tool would determine the
cause for the repair reducing down-time.
Controlling inventory data as well as
dispatch data were the two challenging parts to coordinate to meet the six hour
repair window. By identifying common
repairs, managing inventory and storage of parts decisions were made as to what
parts could be stored at a customer site, warehouse, or repair technician’s
vehicle. The data was taken apart and
examined using many “what if” scenarios valuating costs and identifying an
optimal path to gain the most value for the least expense.
Conclusion
Strategically planning what information to
capture can enable an organization to more effectively manage operations. In a reverse logistics process, drilling down
data will help identify key challenges to improve efficiencies in the
organization. The ability to reorganize
data, take it apart, and look at it from a different perspective can also prove
effective in increasing operational effectiveness.
Good data management and the commitment to
follow the processes in collecting data will identify opportunities in any
organization to increase revenue, manage returns, and determine how a return
can be managed to maximize recaptured values.
References
Amini, M., Retzlaffroberts, D., &
Bienstock, C. (2005). Designing a reverse logistics operation for short cycle
time repair services. International Journal of Production Economics, 96(3),
367-380. doi: 10.1016/j.ijpe.2004.05.010
Beiderman, D. (2006). Planning for happy
returns. Traffic World, 18-21. doi: 195733704
Proquest
Bewster, P. (2011). Johnson & Johnson and
the "phantom" recall: Practical advice to prevent risk management and
quality systems from failing to identify and address sentinel events. The
Heath Lawyer, 23(6), 1-12. doi: 887099742
Proquest
DeBrito, M. P. (2003). Managing reverse logistics
or reverse logistics management? (Master's thesis, Erasmus Research
Institute of Management). Erasmus Research Institute.
Madaan, J., & Wadhwa, S. (2007). Flexible
process planning approaches for sustainable decisions in the reverse logistics
system. Global Journal of Flexible Systems Management, 8(4), 1-8.
Retrieved December 23, 2012.
EBSCO
Persaud, D. (2012). Your system is ready for
reverse logistics. Reverse Logistics Magazine. Retrieved December 09,
2012, from http://viewer.zmags.com/publication/b00db76a#/b00db76a/24
Digital Issue 45
Rogers, D. S., & Tibben-Lembke, R. S.
(1999). Going backwards: Reverse logistics trends and practices. Reno,
NV: Reverse Logistics Executive Council.
Shaughnessy, L. (2012, May 22). Probe finds
'flood' of fake military parts from China in U.S. equipment. CNN Security
Clearance RSS. Retrieved December 26, 2012, from
http://security.blogs.cnn.com/2012/05/22/probe-finds-flood-of-fake-military-parts-from-china-in-u-s-equipment/
Stone, A. (n.d.). Recall, recare, who really
cares? Hylife. Retrieved December 21, 2012, from
http://www.wcdental.org/wcd_professionals/2010_annual_meeting/pdf/RecallRecareWhoReallyCaresHandouts.pdf