Saxo.com is one of the biggest e-commerce shops in Denmark, sending thousands of books to Danish consumers every day. Jeppe Trier is responsible for the customers in Saxo.com which includes securing a cost-efficient and super-fast supply chain. Saxo.com is in a market with intense competition (e.g., Amazon) thus providing a world-class customer experience is essential to survive and prosper. In this regard supply chain and logistics play a vital part as no matter how smart the website is, the customer experience can be devasted by a missed delivery. Jeppe’s mindset is that every process in operations should have a positive effect on customer value and Saxo is continuously working to improve the customer experience by doing things in a smarter way. In the last year, the delivery time of UK books has been reduced by 50% and same-day delivery has been made available on 35.000 titles to more than 750.000 Danish households in the Copenhagen area.