According to the article we see that Columbia's focus on the supply chain was based on analytical software, which led to an increase in profit, but left out how customers feel about their product and service. Building a direct relationship with your customers will help solve most, if not all, of the problems discussed. Columbia Sportswear is a company that can afford to improve its customer service, shipping and return policy by allocating funds that will organize workshops with board members to find strategies that will build a better relationship with its customers by examining the different problems identified, their income statement from previous years shows that there has been an increase in net profit over the last two years, so money will not be an obstacle in addressing this problem. Columbia has proven that it has the capabilities to increase profits, which is demonstrated in the analytical system it has implemented and this system cannot work without experts who will be responsible, these same capabilities could be applied by its professionals to find strategies that will build a strong relationships with its customers. Their ability is certain because they have taken other actions to obtain more profits, an example will be selling products at full price rather than at a discounted price as discussed in