Customer experience to the customers' benefit.

Federal Express (FedEx) has decided that small businesses can be big business for its international SCM services.

With this in mind; a few months ago the company created a new position at the executive level: managing director of Customer Experience. Located in FedEx's Mexico City headquarters, Alfredo Gonzalez holds the post for the Latin America and Caribbean Divison.

"The challenge of the last three or four years has been to dominate in the area of 'customer experience,'" said Gonzalez. "We did a study to better understand which elements are most relevant to the client. The key items are product, price, accessibility, service and experience."

With this in mind, FedEx proceeded with the goal of gaining customers' confidence.

Gonzalez' first job as customer experience manager was to do a lot of listening, to find out from small to medium-sized businesses what the main barriers are to streamlining their supply chains. The second was to develop ways in which FedEx could help them address those problems.

The result: the multi-faceted FedEx PyMex Membership program. The four areas FedEx focuses on, and which comprise the main benefits to those who join the FedEx PyMex Membership program, are: using technology for SCM operations, preparing the packages for safe transit, orientation on international customs regulations and continuous updating of all these areas.

The first worry dealt with is technology. Many companies said they don't have the funds to buy the tools necessary for developing an efficient supply chain system for exports.

"FedEx invests US$1.8 billion dollars per year in technology to develop tools to help people who have a good understanding of international business, and for those who don't understand it," said Gonzalez. "We have several tools, and access to them through Fedex.com, from which we can provide the client with information."

Another important element is knowing how to pack goods properly, Gonzalez said. Sometimes the client does not know the rules for packing and Jabeling that apply in the countries to which they are exporting. A related factor is knowing how to pack goods to ensure that they are not damaged or destroyed in transit. To address these points, FedEx uses its packaging laboratory in Memphis, Tennessee. The results of its testing and the data about packing rules are available to club members through the company web site.

The third point deals with the customs regulations in the importing countries. "Customers said they do not have money to hire an international consultant, and so PyMex Membership has a consultancy to help them with whatever country they are exporting to," said Gonzalez.

He noted that about 90 percent of all international shipments go to the United States. FedEx consultants actively encourage exporters to expand their sales to other countries. Armed with the relevant shipping information, they will feel more confident to do so.

FedEx does not see itself as a customs agent, but it does provide some integrated services in this area for customers that need them.

[ILLUSTRATION OMITTED]

Rules change, conditions change and services evolve. To keep its PyMex membership up to date with all this, FedEx has begun sponsoring what it calls the FedEx Tour. The FedEx Tour is a series of seminars held in cities throughout Mexico to brief members on these changes.

The seminars have been even more successful than expected: At a recent one in Merida, the company expected 45 attendees and 125 turned up.

The FedEx PyMex program was set up to bring exporting within the reach of more Mexican businesses, and to make it easier for the 34,000 companies that are already exporting. If it succeeds, Mexico will become more competitive not only in North America but around the world.

--K.E.