Intelligent logistics: Involving the customer

•We propose a conceptual model for customer orientation in intelligent logistics.•We provide a set of structured requirements for a successful customer-oriented intelligent logistics system.•We illustrate the model and structured requirements in the context using example from our current research.

The role of logistics in effective supply chain management is increasingly critical, and researchers and practitioners have recently focused their attention in designing more intelligent systems to address today's challenges. In this paper, we focus on one such challenge concerning improving the role of the customer in logistics operations. In particular, we identify specific developments in the systems governing core logistics operations, which will enhance the customer experience. This paper proposes a conceptual model for customer orientation in intelligent logistics and describes a number of specific developments the authors are involved in.