Customer Fulfillment usually refers to the process of delivering the product or service to the customer, involving “order fulfilment” methods such as logistics.
However, when I say customer fulfilment, I mean the whole system of ensuring that your customer is “fulfilled” in their engagement with you.
In other words, how fulfilled are they when they first encountered you, how easy was it to transact with you, whether they received their goods and services in the way and time that they liked, and what was their experience after the sale?
I take customer fulfilment to be much more than “customer service”.
It’s about total satisfaction.
In this definition, customer fulfilment is one of the six key factors that successful businesses must have to be successful.