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Meet the Logistic Control Tower, the monitoring of processes used by Sequoia

When we talk about logistics, fast and efficient solutions become increasingly necessary for the day-to-day of companies.

Process monitoring is key to helping companies seeking to modernize their work, aiming for a decrease in time and increase in profit. In the cargo transportation, a technology stands out allowing for better results and greater customer satisfaction, the Logistic Control Tower.


What is a Logistic Control Tower?

A Logistic Control Tower has the function of integrating all the necessary data for managing the logistics processes. That is, to create an information center capable of showing the team what is happening in real time, enabling the processes to be monitored.

This model is essential for companies that have supply chains with considerable management complexity. The Logistic Control Tower assists in decision making and fosters problem solving. In addition, the planning of supplies and the controlling of activities are facilitated, since the tracking and follow-up are performed in real time throughout each phase.


The 3 pillars of the Logistic Control Tower

For this process to work, there are 3 fundamental principles that need to be considered when deploying this system in your company.

1- Technology

Technology comes as an ally in the control of processes in real time. ERP, TMS, Tracking and Communication Systems, provide a simultaneous view of all the logistics operations.

2- People

They will be responsible for analyzing the results and making quick decisions for any upcoming problems. The creation of strategies to make each process efficient needs to pass through experienced professionals who know the entire logistics chain.

3- Processes

It’s the processes that will define the paths in which the company will operate. These processes will facilitate the work routine and make the Logistic Control Tower efficient for your company.


In addition to integrating the three basic pillars, it is necessary to have in mind other characteristics. Having goal alignment, system automation, process standardization and metrics tracking will in turn  make your logistics control increasingly efficient and your Control Tower will work perfectly.


Logistic Control Tower: how to implement

. To develop a Logistics Control Tower plan in your company, you need to define your goal and outline what technologies you will need, how many people will be needed in the process and which training is indispensable.


Once you know the operation process, you need  organization in order for the phases to fit and the logistics to work. Without organization, your logistics model will not work properly, and your results will be hindered.

Monitoring KPIs

The logistics control needs monitoring in order for your operations to be efficient. Managers need to have a complete view of the entire chain and for this to happen, monitoring indicators need to be implemented.


You can choose how your company will work, but some points are indispensable for any organization. Some KPIs are essential to the process chain. They are:


  • Delivery and collection time
  • Total vehicle time in transit and in the courtyard
  • Number of vehicles in the process of loading or unloading
  • Total number of loaded vehicles
  • Optimization of vehicles with each transport
  • Vehicles near the company’s headquarters
  • Total delays and their respective reasons


With them, you can map the efficiency of your company and reduce costs in unnecessary processes. In addition to having control of the cargo, it is possible to know how many vehicles are available and how to optimize the transport, taking full advantage of truck capacity.


Sequoia’s Logistics Control Tower


Sequoia maintains excellence and efficiency in all the logistics processes. With a team of 32 members, our Logistic Control Tower actively monitors 100% of the steps in the  B2C operation phases.

Inside our Control Tower we have 8 sub-teams.

1- Registration;

2- Performance Indicators;

3- Operational Support;

4- Transfer;

5- Return;

6- RedispatchTFO;

7- Implementation;

8- Governance.


Each base manages its stage in conjunction with the other areas involved in the company, actively and participatively, seeking daily actions to contain and reverse unexpected results.


Within these teams we have sub-teams dedicated not only to the life cycle of an order, from the purchase confirmation to their delivery, but also follow and track the stages of a return, registration and implementation, bringing precision and compliance to the initial operation stages for new clients.


This base of great importance is responsible for performance indicators (KPIs), in concurrence with our global business intelligence market tool. These technologies allow the team to work both in the prevention and calculation of the operational results.


The Sequoia Control Tower grants our operation visibility into deviations and potential problems quickly before impacting operating results. With this, our reaction time between the identification of a problem and the treatment of operational anomalies is very short.


During a high-volume operation, such as Black Friday, for example, it is essential to have a strong and experienced team following each operating results minute by minute. The actions of this team allow the company’s upper management to have preventive visibility of the process of transport and delivery of orders while they happen.


Some technical results that are part of our Logistic Control Tower:



.  Calculation of the company’s official operational data

  • Conservation and dissemination of KPIs
  • Support decision making
  • N1 support for last mile partners
  • Implementation of new customers
  • Maintenance of registrations
  • Monitoring the transfer of cargo (land and air)
  • Preventive management and visibility of potential deviations
  • Claims analysis



Sequoia has the structural design for customers of all segments. With efficient quality processes and services, we are able to deliver products in more than 3,300 Brazilian municipalities.

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