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The hidden costs of complexity

Darren Rushworth, Managing Director of Singapore, SAP | June 3, 2015
Big returns and better performance await companies willing to strip away the complexities that prevent them from competing with faster, leaner challengers.

When the chip is released, marketers immediately start tracking customer trends, targeting specific customers, and developing personalized campaigns. A high volume of data across different channels can be converged and analysed in real time to fine-tune the campaigns. With so much immediate feedback, the marketing team can put their time and money into customer segments that will provide the highest returns. 

Staying with the new chip example, consider what happens when the taste engineer does find a magic recipe and the marketers reach a chip-hungry customer base. The company now has the good problem of needing to put their bags of chips on shelves throughout North America, and they can because they have simplified the overly complex process of supply chain logistics.

Managing the deliveries and tracking the inventory by Excel spreadsheets is too cumbersome and slow. It also doesn't respond and adapt automatically when trucks face unexpected delays or when product orders spike randomly. To accommodate the unexpected, everyone within the supply chain needs access to the information from whatever device they have at hand so that deliveries will reach their destination on-time and accurate,and all the participants can keeptheir businesses running smoothly.

In businesses that thrive on simplicity, reimagining business models, business decisions, and business processes is not just possible; it's a standard, daily activity.


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