The voice of the customer is a key driving factor for many companies, leaders, and brand or product managers. Albeit customers are willing to pay more for products with full visibility into the supply chain and sustainable procurement, companies struggle to provide such transparency. It is either a technological challenge – just imagine a bill of materials for a product consisting of hundreds of thousands of parts (e.g., the average car can have 30,000 parts) – or it is a core competitive advantage where the manufacturer simply does not want to provide the information.
