We’ve all seen this story play out:
A small business starts out with a simple product — but something about it just works. The quality is consistent. The experience feels personal. Customers start lining up, word spreads, and the product goes viral.
Demand grows. The business expands.
But after a few months… things change.
The taste isn’t the same. The service is unpredictable.
Customers start asking: “What happened?”
So, what went wrong?
They focused on the supply chain — and forgot the value chain.
While the supply chain is about delivery and efficiency,
the value chain is about the customer’s experience:
- Is the taste still the same?
- Is the packaging thoughtful?
- Will the customer come back again?
Thinking in value chain terms means re-centering the customer — and rethinking the way you design and deliver your product or service.
For example: Instead of just fixing returns after a sale,
why not offer better consultation before the sale, and avoid the issue entirely?
It’s common for growing businesses to focus on scaling operations and cutting costs —
but they often lose the very thing that made them stand out in the first place: the experience.
🔄 So what’s the difference?
✅ The supply chain delivers the product.
✅ The value chain delivers a reason to come back.
Customers don’t just buy a product — they buy an experience.
And when that experience breaks down, value disappears… even if the product arrives on time.
This doesn’t just happen in small shops.
Even large companies lose value when they scale too fast or go fully digital — and forget the human connection. Some switch entirely to automated replies, remove customer service agents, or neglect real support.
The result?
Negative reviews, customer churn, and a massive drop in loyalty.
Let me share a personal story.
I once subscribed to a professional service that cost over $14,000 a year.
At first, it felt like a great decision — the sales team was responsive, and I felt supported.
But the moment I signed up and paid… everything changed.
There was no human communication.
Only automated responses through the platform.
No one to ask, no one to explain, no one to care.
Even though I had paid a large amount, I chose to leave the service — and paid extra to cancel the contract.
Why?
Because it stopped feeling like a partnership.
I was being served by a machine — not a relationship.
And this isn’t just about my story.
Many companies design systems focused entirely on operational efficiency — and forget the emotional and human elements that keep people loyal.
That’s where Eric Trist’s Socio-Technical Systems Theory comes in —
reminding us that every system needs a balance between technology and people.
It’s not enough to run efficiently…
You have to design with people in mind — the people behind the system (employees), and the people in front of it (customers).
💡 So if you’re a business owner, a customer service agent, or a procurement professional, ask yourself:
- Are we delivering value, or just moving products?
- Does the customer feel understood, or just processed?
Every small effort to connect with the customer is a real investment in your value chain.
It’s what makes people come back, remember your name, and recommend you to someone else.
🎯 Question for You:
Have you ever seen a business start strong… then lose its value?
What do you think could have been done differently?
I'd love to hear your perspective.