Point-Of-Sales Data - Prerequisite for SC design?

If the objective of a Supply Chain redesign is to refocus all involved parties to enhance the end customer experience, then the major source of information could well be point-of-sales data.

The customer behaviour determines the key performance objectives a supply chain needs to meet in terms of:

1. Cost
2. Reliability
3. Speed
4. Quality
5. Flexibility

Unfortunately talking to sales and marketing will only give a list of prioritized objectives and in the best cases a gap compared to the competition.

It is the data which will show what customers buy and which customers change their buyng behaviour based on price and the various levels of service that are offered.