Supply Chain is no longer just about physical products; it’s also about customer experience! Direct customer contact for Service and Support is often provided by outsourced and even off-shore suppliers. Products are designed by global networks of collaborative partners. These trends highlight the key role Supply Chain thinking and disciplines play in successfully delivering end-to-end customer experience and core business value. The Supply Chain challenge now encompasses building one’s capabilities to reliably deliver the value proposition, whether through internal or external resources, and whatever the combination of physical, digital and experiential elements.