Order capture and entry is the activity of capturing customer demand and entering it into our own systems for processing.  The main principle is to make order entry as customer-friendly as possible.  There is nothing more frustrating for a customer than to have to work hard to order our products; in fact to make it so is downright arrogant!

The order entry activity is the interface point with the customer and it often makes the overall impression to the customer.  The order entry experience should be pleasantly memorable.  For example, the best telephone CSR call centers know who is calling before they answer the phone and have extensive customer information on-file and up on the screen to prepare the CSR for the order entry conversation.  Another important principle for customer order entry is to provide the customer with as many options for order entry as possible.  A bigger net catches more fish!

The order entry system should also provide real-time inventory visibility (for on-line inventory commitment); estimated transportation arrival times; one-stop and one-request ordering; advanced contact management; on-line customer satisfaction monitoring; and on-line survey information.