Don’t underestimate the power of frontline execution in boosting your reusable packaging program.
There are enough old sayings to get the idea. You can’t herd cats, and you can lead a horse to water, but you can’t make it drink. So what about front-line behaviors needed to prevent asset loss and theft? Can they be successfully shaped, or is it just too much to ask in the pressure cooker environment of 21st-century fulfillment?
Several years ago, one of our readers, who spent several million dollars annually on reusable pallets, much of it to replace lost pallets, told me that it would not be possible to train and supervise all of the employees involved successfully and that waiting for human-proof technology would be best. And so the losses continued—as far as I know, they continue.
The importance of frontline behavior cannot be overstated, especially when managing reusable packaging. While technology continues to advance, the human element often remains a crucial factor in the success of reusable asset programs. Here are five compelling reasons why managing frontline behavior is essential for effective reusable packaging management.
1. The frontline is where the action happens
Regarding reusable pallets and containers, the frontline is not just a stage but the heart of the operation. Decisions made by warehouse staff, delivery drivers, and order selectors directly impact asset value. A misplaced pallet or a poorly managed return can result in substantial losses.
As I wrote in another article, “The game happens on the front line. That is where overall asset value is maintained—and also where suboptimal actions can result in excess damage, lost reusable assets, or stolen reusable assets.” Despite the advancements in technology—like M2M communication and cloud-based tracking—human behavior remains a critical factor in maintaining the integrity of many legacy reusable packaging systems.
2. Human error reduction curbs loss of reusables
A behavior-based approach to reusable packaging management focuses on observing and analyzing the behaviors of frontline workers to prevent human errors. Like behavior-based safety programs, this approach identifies key behaviors that could cause havoc and corrects them to enhance asset management.
For instance, a warehouse manager might observe whether employees consistently follow procedures:
- Are the wrong reusables being used for the wrong shipment?
- Are assets being damaged through poor handling practices?
- Are assets left exposed and protected?
- Are unauthorized outside truck drivers allowed or encouraged to take empty pallets and dunnage to clear the dock space?
In my years in the field, I was often surprised by the novel ways that reusables continued to leak, even after years of turning off so many taps. Effective supervision, observation, and feedback can be critical for ensuring people do the right things to prevent loss, theft, or damage.
3. Supervisors usually get what they want – but that might be bad for asset management
Frontline behaviors are often shaped by the guidance and reinforcement they receive from supervisors. When supervisors emphasize productivity over proper asset management, employees may cut corners to deliver what supervisors want, leading to issues with reusable packaging. Aligning the reusables program with broader company goals is crucial for overcoming this challenge.
People do what is recognized and rewarded by their supervisors. The role of management is critical and goal conflict can be kryptonite to your reusables system’s success. Ensuring supervisors understand and prioritize the importance of reusable packaging helps reinforce behaviors that matter for reusable asset retention.
4. Technology alone is probably not enough
While technology can assist in tracking and managing reusable assets, it still doesn’t eliminate the need for frontline execution. Advanced systems can flag errors and monitor asset usage, but they are most effective when complemented by well-trained and motivated staff. Even as tracking technology improves, front-line decision-making remains vital in many settings.
For example, if a system alerts staff about a misrouted pallet, it is up to the frontline workers to correct it. Without proper training and behavior management, technology alone cannot ensure the successful management of reusable packaging.
5. Feedback and continuous improvement can make a good program great
A key component of behavior-based management is providing regular feedback to employees. This feedback helps reinforce positive behaviors and address any issues promptly. The process involves observing employees, providing constructive feedback, and making necessary procedure adjustments. Providing detailed and descriptive positive feedback to solidify the desired behaviors while correcting any observed at-risk behaviors is crucial for ongoing success.
Continuous improvement is achieved by analyzing data, observing behaviors, and adjusting practices based on feedback. This iterative process helps organizations refine their reusable packaging management strategies and achieve better results. Of course, generating rich data through asset-tracking technologies can supercharge the continuous improvement process.
Other puzzle pieces, including the role of procurement, third parties, suppliers and customers, are also important, but those are different cats for a different commentary. Bottom line: Don’t underestimate the importance of front-line execution.
Rick LeBlanc, EMBA, is the founder and editor of Reusable Packaging News (subscribe to the free newsletter) and editor of Western Pallet Magazine. A supply chain journalist with more than 30 years of experience, he specializes in pallets, reusable packaging, material handling and related operations. Rick is co-author of Pallets: A North American Perspective and Pallets & Progress: A Collected History of Pallets and Palletized Handling 1922–1945. He is also an advisory board member of the Virginia Tech Center for Packaging and Unit Load Design. Read Rick’s full bio.
