Only 27% of chief supply chain officers are planning to incorporate a digital twin of the customer — a virtual representation of a client created through data analysis that simulates and anticipates customer behaviors — into their digital strategy.

In a survey of 380 supply chain industry leaders conducted by Gartner during January, 2023, 60% of chief supply chain officers said they are piloting or planning to implement a digital supply chain twin — a computer model that analyzes and provides data on various steps of the supply chain process — into their strategy.

In a follow-up survey conducted by Gartner in July, more than half of respondents (53%) said that they expect they'll be able to improve their demand forecast accuracy through the use of digital twin initiatives. Half of the responders also said that these programs would lead to increased supply chain agility and responsiveness while 47% believe these strategies will lead to improved customer experiences.

“Supply chain leaders understand the importance of the customer in their physical supply chains, but most have not yet translated this lesson to the digital realm,” said Beth Coppinger, senior director analyst in Gartner’s Supply Chain Practice. “The opportunity for transformational benefits from a digital twin of the customer far exceeds the potential that most supply chain leaders see today. A digital supply chain twin that includes a digital twin of the customer can account for changing customer behaviors under a variety of conditions and support the growth plans of the organization.”