The two business intelligence managers knew that the company incurred quite heavy costs due to costs inflicted by relatively simple operational tasks. Such tasks pertained to for example shipping products to the right delivery address or bar coding the products with correct ID tags. Additionally, many of the customers of the company had had individual pricing agreements with the company but these agreements were not systematized, which meant that the sales people of the company used a lot of time on retrieving and processing individual and unique customer data. Besides costs that were readily visible, the business intelligence managers also knew that the company was incurring hidden costs associated with operational tasks.