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A ‘Friend-Shoring’ Approach to Supply Chain Security – Getting It Right

It has become increasingly clear that globalization has become a double-edged sword. On the one hand, globalization has allowed access to lower-cost resources and labor as well as new and emerging markets. But at the same time, it has created dependencies that pose risks to supply chain security and operations. The recent pandemic uncovered these vulnerabilities, and they have been further highlighted through trade wars since. As a result of this, U.S. policies labeled as “friend-shoring strategies” have been proposed. This simply refers to moving supply chain partners away from potential rivals and toward U.S. partners. But this perspective is too simplistic and fails to grasp the complexity of the situation. As China grows as an economic force, the U.S. must make sure its approach to friend-shoring is the right one.

There’s little question that the U.S. has a number of allies through which friend-shoring deals might be advanced. But relying on existing global relations to address current issues will not be adequate. Supply chain security for U.S. production and manufacturing requires a number of variables to achieve success. That means replacing valuable resources currently being acquired from China must be relocated to comparable regions. At the current time, neither domestic nor existing partnerships can answer this call. In order to realize the supply chain security the nation needs, more creative approaches are required. If the U.S. wants to get friend-shoring right, they must embrace a broader point of view in the process.

“The United States cannot make, mine, or manufacture everything ourselves. We must cooperate with our allies and partners to foster and promote collective supply chain resilience.” – Excerpt from 2022 Report “Executive Order on America’s Supply Chains: A Year of Action and Progress”

The U.S. Supply Chain Needs

The ideal situation for U.S. supply chain security naturally involves a degree of diversification. Having several options in the event disruptions occur provides assurances that American consumers’ needs are met. While the pandemic upset global supply chains affecting all nations to an extent, other factors have perpetuated them. Notable, overreliance on China and subsequent trade wars have caused ongoing issues. Unfortunately, replacing China is easier said than done. China not only offers many resources U.S. technology firms need, but they also have inexpensive, specially-skilled labor. This has made it challenging to shift gears and better ensure supply chain security moving forward.

(Manufacturing is trending toward diversity–read more in this Bold story.)

Friend-shoring is a means by which the current U.S. administration believes might help. Rather than relying on economic rivals like China, trade arrangements with allies would naturally be more reliable. But existing partners of the U.S. cannot compete with China in many situations. Even near-shoring, using allies in close proximity like Mexico, Central America and South America, have limitations. While they do offer reduced supply chain lead times and cheap labor, they cannot compete in talent. If the U.S. truly wishes to pursue supply chain security to a greater extent, this type of friend-shoring isn’t the answer.

“Favoring the friend-shoring of supply chains to trusted countries, so [the U.S.] can continue to securely extend market access, will lower the risks to our economy as well as to our trusted trade partners.” – Janet Yellen,  U.S. Treasury Secretary

Businesses Leading the Way

In the past few months, it has become evident to many corporations that greater supply chain security is needed. This is particularly true for many technology firms like Google and Apple. Despite much of the world opening up after COVID-19, China continues to impose significant restrictions. This combined with trade barriers and tariffs have notably increased the cost of doing business and delayed manufacturing. As a result, these same companies are exploring new options, particularly in other Asian nations. Apple is moving a sizable portion of its product manufacturing to countries like Vietnam and India. Google also has recently announced some of its smartphone manufacturing will occur in Vietnam.

A cartoon of four people connected via network
“Friend-shoring” means relying on our nation’s friends for manufacturing, instead of counting on our enemies.

(Apple will be making some products in Vietnam–read more in this Bold story.)

Certainly, Apple and Google could have sought domestic production opportunities. This would have perhaps been preferable to U.S. lawmakers who want to appease their base. Apple and Google might have also considered a friend-shoring strategy with other nations like Japan, Taiwan and South Korea. But in order to be competitive, these options would markedly raise their expenses and potential lower the quality of production. As a result, they sought new partners to enhance supply chain security that will maintain their competitive advantage. This is a different approach to friend-shoring, and one that U.S. policymakers should strongly consider.

“While moving supply chains away from east Asia could increase security in the long run, an ill-conceived implementation of this friend-shoring strategy could result in price hikes and a stronger China over time.” – A Report by William Reinsch, Emily Benson, and Aidan Arasasingham of the Center for Strategic & International Studies

A Smart Approach to Friend-Shoring

Current trends suggest that an ongoing fragmentation is occurring in existing globalization patterns. Increasingly, many nations are looking to boost domestic production and manufacturing to improve supply chain security. This is occurring in the U.S. with legislation recently passed aimed at boosting semiconductor and energy production. Friend-shoring represents another such strategy that doesn’t completely turn its back on globalization. But it does restrict what globalization means to those nations deemed to be allies. Many suspect this will eventually result in a bipolar economic world. On one side will be the U.S. and its economic partners, and on the other, China with theirs.

While this might be safe from a supply chain security perspective in the short term, it has long-term risks. Ignoring nations that are not currently “friendly” could hinder global business competition for U.S. firms. If such countries offer the resources at the best costs, ignoring them could set U.S. businesses up for failure. Instead, the U.S. should be aggressively seeking out new “friends” as part of its friend-shoring strategy. That means developing policies that strengthen economic and other relations with nations like Vietnam, Indonesia, India, and the Philippines. Failing to do so may not only restrict opportunities for U.S. firms. It may also give China tech titans the chance to pursue these relations for their own economic advantage. Thus, in considering friend shoring as a supply chain security measure, redefining potential U.S. friends is essential. This is the perspective U.S. policymakers and businesses alike should be considering.

 

Want to control your cost efficiency and protect your bottom line? Bold Business can help.

Vietnam’s Rise–and Future–in Global Business and Commerce

When it comes to the global economic stage, major players are well-recognized. The U.S. and China are actively engaged in a competition for global business dominance. Likewise, the EU, United Kingdom, and Japan also compete for global trade rankings. But Vietnam and global trade power tend to not be included in the same sentence very often. Interestingly, however, this appears to be changing. Not only has U.S. trade relations with Vietnam improved dramatically over the last decade. Many other countries and businesses are seeing tremendous potential in the country as well. As a result, Vietnam is among one of the fastest growing global trade nations in the world.

In explaining Vietnam’s rapid rise in the world economy, a number of factors account for these developments. Most notably, Vietnam boasts an abundance of inexpensive labor that has attracted many suppliers and businesses. But at the same time, many recent events on a global stage have similarly boosted the status of Vietnam and global trade. These events, ranging from politics to business decisions, have resulted in growing trade relations with Vietnam with many countries. Understanding this, it’s worth examining Vietnam’s potential in revising existing global supply chain logistics. This especially important given the evolving shifts in globalization overall.

(Read more about how politics and business intersect in this Bold story.)

“Vietnam is seen as one of the very important, necessary allies for the U.S. effort to push back on China, particularly in the South China Sea.” – Phil Robertson, Deputy Director for Asia at Human Rights Watch

Geopolitical Effects on Vietnam’s Trade

In an effort to appreciate why Vietnam and global trade progress has occurred, geopolitical developments must be considered. From a longer-term perspective, China’s rise economically has certainly been a factor. As China has become a dominant force in manufacturing, the U.S. has become increasingly concerned. This resulted in a trade war between the U.S. and China, which led to rising tariffs. And it has also led to shifting trade policies that attempt to diminish reliance on China overall. While many democratic nations including some in Southeast Asia can fill this void, Vietnam offers many attractive features. Among the most notable one is its abundant and low-cost labor that is quite ideal for many manufacturing needs.

China’s influence on the global economy is a major factor for growing trade relations with Vietnam. However, it’s not the only geopolitical development leading to Vietnam and global trade growth. Russia’s recent decline on the economic world stage represents another important factor. Prior to Russia’s invasion of Ukraine, Russia was making inroads with many Southeast Asian nations including Vietnam. But since, many of these same countries have cut ties with Russia, leaving a trade void in its wake. This has certainly been the case in Vietnam, which has seen a 50% reduction in exports to Russia. Payment and transportation delays have accounted for these events. As such, Vietnam is naturally looking to attract new trade partners. This motivation has led to more assertive efforts by Vietnam to seek out new global trade relationship.

“U.S. foreign policy has always been filled with tension between strategic interests and liberal values. It’s best when the two goals align, but when they do not, U.S. policymakers tend to prioritize the more immediate strategic interests, as is the case with Vietnam.” – Andrew Yeo, Senior Fellow at the Brookings Institution

Improving US-Vietnam Trade Relations

As the leading economic world power, U.S. trade relations with Vietnam could certainly affect Vietnam’s global success. For many years following the Vietnam War, the U.S. imposed many trade embargos on the country hampering its progress. But in 1987, diplomacy efforts between the two countries began again. This was then followed by lifting of trade embargos completely in 1994 and a bilateral trade agreement in 2001. Today, Vietnam is now one of the top trade importers for U.S. goods, particularly in agriculture. Likewise, the U.S. is the highest recipient of Vietnam’s products, exceeding 25% of its total exports. This has been a remarkable shift in Vietnam and global trade relations in a relatively short time period.

A graphic of the US and Vietnam
Trade relations with Vietnam have improved over the years, opening the door to greater possibilities.

Given that Vietnam is a communist country, these developments with Vietnam and global trade with the U.S. might seem odd. Ideologically speaking, this opposes U.S. trade pursuits that promote friend-shoring and alliances with democratic nations. But these differences have been set aside in part because of one major reason. Both Vietnam and the U.S. share a common economic foe in China. China currently claims rights to all the South China Sea, which both Vietnam and the U.S. adamantly oppose. Plus, Vietnam continues to dispute China’s claim over the Spratly and Paracel Islands. As a result, a common foe has fueled trade relations with Vietnam and the U.S. despite political differences. And naturally, this too has boosted Vietnam and global trade opportunities.

“[Vietnam] has been doing well so far by attracting investment.” – Park Hyeon-su, Vietnam Director at Anam

A New Global Business Target

Trade relations with Vietnam with several nations have certainly fueled Vietnam’s progress as of late. But multinational corporations looking to resolve supply chain issues have also begun partnering with Vietnam. Dozens of technology suppliers and other companies have relocated to Vietnam because of challenges elsewhere. Specifically, supply chain setbacks due to pandemic restrictions in China and rising tariffs have motivated such pursuits. A disciplined workforce, cheap labor, and sate-run industrial policies are all considered positive factors in this regard. As such, a boom of Vietnam and global trade in the tech industry is emerging.

A Vietnamese woman pushing a cart
What does the future hold for Vietnam and global manufacturing? The outlook is bright.

Recently, Apple announced it would be manufacturing its AirPods in Vietnam (read more about Vietnam and Apple’s new marriage in this Bold story!) along with versions of its Apple Watch and laptops. Other well-known companies increasingly relying on Vietnam and global trade production include Samsung, Intel, and Xiaomi. And the number of technology suppliers continues to grow in the country as companies look to diversify away from China. Based on these developments, it’s evident that many favorable conditions have led to Vietnam’s increased presence in global trade. Attractive trade relations with Vietnam as well as multinational company interest have spawned the country’s global commercial prominence. By all accounts, it appears Vietnam is poised to play a major role in the future of global supply chains.

Vietnam’s Recent Boom in Foreign Investments

Whether you realized it or not, Vietnam’s economy has doubled in size in the last decade. Between 2010 and 2020, the country has seen quite an influx of foreign company investments with most being technology firms. These same trends supporting Vietnam’s economic future continue to day. In 2018, there were 14 major technology suppliers in the country. This increased to 21 within a period of two years. Similarly, technology exports have also boomed as Vietnam and global supply changes have progressively linked. In 2020, Vietnam’s technology products represented 42% of its exports, up from 13% in 2010. By all accounts, it’s evident that Vietnam is experiencing a rapid rise in global trade activities.

There are notably several factors that have contributed to the expansion of Vietnam and global supply chains. The pandemic highlighted the lack of diversification for nations and companies in relation to logistics and manufacturing. These problems persist even today as countries like China continue to impose strict policies that affect supply chain efficiency. In addition, geopolitical events including trade wars between the U.S. and China and Russia’s invasion of Ukraine also play role. Concerns about existing dependence on these nations in particular have encouraged the exploration of alternatives. All of these events have contributed in making Vietnam’s economic future look that much brighter.

“Vietnam is also a country led by a communist party but in international affairs it doesn’t have revisionist actions like China. It doesn’t bully other countries and doesn’t try to undermine the international order.” – Bich Tran, Adjunct Fellow at the Center for Strategic and International Studies

An Attractive Supply Chain Alternative

When it comes to the attractiveness of Vietnam and global supply chains, there are some clear advantages. The most notable ones relate to the country’s workforce. Not only is Vietnam a highly populated nation, but its labor is inexpensive compared to other regions. At the same time, having state-run industries have resulted in workers who are highly disciplined in nature. These are appealing to some sectors in particular, including those companies utilizing assembly lines in manufacturing. Similarly, technology firms in need of hardware manufacturing also perceive Vietnam as a good alternative to places like China. These are the innate features that have helped foster Vietnam’s economic future as of late.

A panorama of some city in Vietnam
Vietnam and global trade: the perfect marriage of growing manufacturing and opportunity.

Of course, there are other countries that also look appealing to these same firms. For example, Indonesia and the Philippines are also highly populated with inexpensive labor pools. Many companies are already outsourcing various operations to these nations as well. But compared to Vietnam, wages tend to be a bit higher as it relates to hands-on manufacturing skills. Vietnam also has been more vocal in comments against China, especially given the countries’ history involving the South China Sea. These additional factors have encouraged greater trade with Vietnam with the U.S. As such, the association between Vietnam and global supply chains has increased. Vietnam’s economic future looks brighter for these reasons as well.

“…[I]f [Vietnam] does not upgrade to complex products, it risks a vicious cycle of technological decline, environmental pollution, low labor productivity, high energy consumption and low efficiency.” – Park Hyeon-su, Vietnam Director, Anam

Attractive But Far From Perfect

It seems that Vietnam is enjoying its time in the spotlight at present. The growth of Vietnam and global supply chains within the country support the potential for positive change. But Vietnam is far from ideal in many ways, especially when comparing it to China. For one, Vietnam’s labor force may be disciplined and cheap. But the nation lacks skilled laborers capable of managerial abilities or higher-level talents. In addition, despite many technology suppliers relocating to Vietnam, the country has no real tech stars of its own. Then, of course, there are ideological issues related to human rights and censorship similar to China. These pose concerns about Vietnam’s economic future, and many have touted the country as simply a glorified assembly line.

This leaves Vietnam’s economic future at a clear crossroads where options must be considered. Vietnam could invest in training and developing skills workers for the future, but with this often comes higher wages. This could undermine their current advantage on the global marketplace. They might also establish trade barriers and industrial policies more favorable to the state. But this too risks the current status of Vietnam and global supply chains. Other Southeast Asian nations including ones with cheap labor like Cambodia may begin to look more appealing. The most likely strategy would be for Vietnam to leverage current success and foster their own national technology champions. This is recipe that countries like Taiwan and South Korea have pursued with success. In any event, Vietnam’s economic future is far from predictable at this time. While it is certainly enjoying some good times on the global market, it’s simply not clear how long these glory days will last.

 

Want to control your cost efficiency and protect your bottom line? Bold Business can help.

The Importance of Being Earnest (with Customer Experience Metrics)

For business in today’s environment, improving customer experience has become a priority. In fact, surveys have indicated that 46% of businesses cite this as being most important ahead or pricing and product. But how does one know whether customer experience is effective or not? Knowing this can mean the difference between success and failure. Therefore, businesses are increasingly getting more serious about how they explore the answer to this question. As such, there are several customer experience metrics that are used to guide strategies. These are no longer simply an exercise of interest but one essential in gaining a competitive advantage.

When it comes to improving customer experience, there are a number of areas that require monitoring. Different customer experience metrics naturally evaluate different aspects of the customer’s journey. Thus, it is important to know which ones are needed to explore specific areas related to customer behaviors. With this in mind, there are key areas of customer experience that all businesses should assess. These include customer referral behaviors, customer retention, problem resolution, and customer acquisition. The following discusses these components of customer experience and various metrics to consider.

“According to Gartner’s research, companies that successfully implement customer experience projects begin by focusing on how they collect and analyze customer feedback.” – SuperOffice CRM Report

 

  • Customer Experience Metrics – Referrals

It might go without saying, but happy customers tend to refer your business and brand to others. Therefore, customer experience metrics that evaluate referral behaviors is essential. several metrics exist in this regard. For example, the most common metric used for this is the Net Promoter Score (NPS). NPS assesses the percentage of customers who state they would recommend a brand to friends and family. In addition, Referral Rate measures the actual referral behavior, which is a more powerful metric. Other measurements in this category may also include Customer Effort Score and Customer Satisfaction After Transaction (CSAT). Customers who exert less effort per interaction and are highly satisfied will naturally refer more often. Deficiencies in these areas suggest businesses need to invest in improving customer experience to boost referral power.

“According to Esteban Kolsky, 72% of customers will share a positive experience with 6 or more people. On the other hand, if a customer is not happy, 13% of them will share their experience with 15 or even more.” – SuperOffice CRM Report

 

  • Customer Experience Metrics – Retention

In addition to referral behaviors, business should also explore their rates of customer retention. By improving customer experiences, it is assumed customer retention will increase. Thus, additional customer experience metrics can also examine this area. The most common used in this regard include Customer Loyalty, Customer Retention, and Churn Rate. Customer Loyalty evaluates how often a customer returns after an initial purchase. Customer Retention then determines the number of customers who actually purchase a second time. In terms of Churn Rate, this is effectively the opposite of Customer Retention metrics. It actually measures the number of customers who stopped doing business with a company over a set time period. Combined, these provide a great snapshot of how well a business is retaining its customers long-term. In addition, some companies also include a Customer Engagement metric, measuring website visit durations and click numbers by customers. This too provides some measure of customer retention and guide efforts in improving customer experience.

  • Customer Experience Metrics – Resolutions

Another area where companies routinely invest in improving customer experience involves issue resolution. How quickly an issue can be resolved affects perception, which naturally influences loyalty, retention, and referrals. Understanding this, common customer experience metrics in this category include Average Time Resolution and First Contact Resolution. The former divides the sum of all resolution times by the number of cases per period. The latter examines the percentage of all customers with issues who effectively addressed this in the first attempt. These metrics may also be combined with Task Completion metrics, which assesses whether brand visits achieved success. Many companies appreciate this as being important since 86% of customers are willing to pay more for positive experiences. Improving customer experience and customer communications in these areas can go a long way in this regard. (The push for rehumanizing customer communications is underway–Bold has the story.)

“The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.” – SuperOffice CRM Report

A bunch of happy call center workers
Customer experience metrics are a vital component of understanding how your products or services are appreciated in the market.
  • Customer Experience Metrics – Acquisitions

It goes without saying that companies routinely invest a great deal in acquiring customers. While retention is important once acquired, businesses must also evaluate whether they’re receiving a strong ROI on customer acquisition efforts. On the front end, customer experience metrics companies may want to consider include Customer Acquisition and Customer Lifetime Value measures. These determine how much is being spent to acquire customers and the value a customer offers respectively. At the same time, businesses also might need to measure how customers are interacting with their brand. A Contact Volume By Channel metric tells companies where customer acquisition investments might be needed. Notably, you cannot have customer experiences without first acquiring customers. Therefore, efforts in improving customer experience should also explore acquisition efforts as well.

  • Customer Experience Metrics – Indirect Measures

In addition to metrics specifically designed for improving customer experience, there are additional ones that also may be used. These additional measures tend to examine customer experience more indirectly, but nonetheless, they are valuable. One of the most obvious customer experience metrics involves measuring changes in actual sales. This is particularly helpful after launching a customer experience initiative to determine its effect. Another important indirect measure relates to employee satisfaction. Happy and satisfied employees are consistently linked to better customer services. Finally, stock price measures also offer some indirect insights about customer experiences. Companies with good customer experience are poised for higher growth, and stocks tend to reflect this. Thus, if these metrics suggest areas to address, improving customer experience might be a potential remedy.

 

Good morning, Vietnam! Read about how manufacturing is shifting to this Southeast Asian nation in this Bold story!

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