Rationale for
BPR
The justification for BPR is normally found in two areas:
efficiency and competitive repositioning. Since these efforts involve a large
amount of change, it seems that many BPRs tend to have their value proposition
change along with the effort. This is a slippery slope, which may result in not
accomplishing anything. The executive team should have an extremely high degree
of clarity around the objective for this effort, especially when the goal is
competitive repositioning.
Efficiency
A major benefit of reengineering is that it drives down
costs. Most reengineering business cases are extremely compelling. The
improvement in margins and profitability can be dramatic. To illustrate the
extent of cost reduction, let us compare the cost of approving a loan in the
current process and the reengineered process presented earlier. Labor costs are
driven down in two ways—through time reduction and step elimination. Time
reduction is a simple concept. Time is money. Assume that the analyst in the
loan-granting process reduces the time he
needs to review a loan from two hours to thirty minutes by using technology. If
his hourly labor rate is fifteen dollars, then his labor cost per loan is thirty
dollars using the current process. In the reengineered environment, the cost
would be $7.50. The total labor cost in the reengineered process is 75 percent
lower than in the current process. Second, the reengineered environment
mitigates the number of steps required to perform a process. Looking at the
financial implications of the process changes illustrated in Exhibits 3-2 and 3-3, the current
environment requires eight steps to render a loan decision. At most it takes
five steps to make a decision in the reengineered process. The elimination of
these steps results in savings of approximately twenty-six dollars per loan. The
cost per loan declines by 55 percent if an analyst reviews the loan and 90
percent if it is automatically approved (see Exhibit 3-4).
Exhibit 3-4: Cost reduction.
Market Share Enhancement Through Cycle Time Reduction
Cycle time is the time it takes to perform a certain
process. We talked about how time increases efficiency. Reducing process time
helps the competitive position of a business. Competitive abilities improve by
reducing the time it takes to accomplish a project, process, or a reaction to
customers. The definition of project
completion is broad in scope—it could mean anything from product development to
rolling out new technology. Process completion is critical in a fast-moving
environment. Compression of the product development process is critical in high
technology.
The product life cycle is so sensitive to cycle time that delays
narrow the window of competitive advantage for a business. Let's take the
microchip business as an example. If a chip is delayed by a month, it may result
in the erosion of a company's competitive advantage. This creates a pool of
cash, or market demand, waiting to be taken by a competitor. The first entrant
into the market place can capture a higher share (market share) of this demand
before its competitors.
The first entrant into the market place also enjoys the
ability to charge a higher price. Prices of chips decline rapidly over time,
making it more difficult to recover research and development investments and
compress profits because unit costs remain the same.
Efficient Resource Consumption
Firms can optimize the use of resources by reengineering.
Resources are anything that costs money, such as people, materials, and computer
time. The loan-granting process can be improved through shifting resources in
steps four and five from high-cost management
time to lower-cost analytical staff (see again Exhibit 3-4). Management review time is
no longer required, saving approximately six dollars per loan. In the
reengineered process, the responsibility of sales is to enter the application
into the digital approval system. This creates a win situation for sales staff.
The elimination of steps two and three allows salespeople to sell more by
focusing their efforts on calling potential applicants, which increases their
income potential. They no longer need to be involved in screening loan
applications. The