A customer order-handler in our study reported that his shipments reached corporate customers 99 percent of the time. That’s pretty impressive—except for one thing. When his boss surveyed the customers, a full 35 percent complained that their shipments were arriving later than required. And why was that? The order handler was measuring whether the shipments left his warehouse according to his schedule (an inside-out view) rather than when the customer needed the equipment (an outside-in view).
