A conversation with Rahul Tyagi, associate director of retail and CPG with Tata Consultancy Services.

There is a sea change occurring in global supply chains and operations, driven by a series of massive environmental shifts – digitization, the "Internet of Things," geopolitical cost and risk structures and, less noticed by senior executives but every bit as important, a huge increase in the power of customers, whether consumers or businesses. This last factor is driven by social media, ubiquitous connectivity and increased communication, and is resulting in decreased brand loyalty and increased demands and expectations across a wide range of service and experience. To respond to, and be ahead of, these changes, companies need to be agile, resilient and low-cost while simultaneously driving increased customer retention and acquisition. No longer is the question "do we prioritize customer intimacy or operational effectiveness?" Now everyone needs both!