km in ebusiness & crm: south african case study findings

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KM in eBusiness & CRM:

South African case study findings

指導教授：歐陽超組員： M9401002 鄭瓊華

M9401003 王怡文M9401005 徐巧蓉M9401105 張皋維

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Outlet

Abstract

Introduction

Definitions

Role of KM in eBusiness and CRM

South African Case Study Findings

Conclusions

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Abstract

A prerequisite for eBusiness and its increasing customer centric focus.

KM systems are now essential to ensure that value is extracted from knowledge internal and external to the organization.

An integral part of CRM and eBusiness.

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Introduction

eBusiness is the buzzword of the new millennium.

eBusiness has positioned itself to lead the world into a new era, presenting virtually unlimited opportunities.

Organizations have made the shift from traditional business rules to the rules of the new economy.

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Introduction (Con’t)

The drivers of competitive advantage in the new economy.

This article aims to define the role of KM in eBusiness and CRM.

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Definitions of KM

Other Author(s)

Definitions

Yu, 2000

A set of approaches organizational knowledge.

Havens & Knapp, 1998

Community is the most significant differentiator between KM and IM.

Parlby & Taylor, 2000

Supporting innovation, the generation of new ideas and the exploitation of the organization’s thinking power.

Harris, 1999A business process that formalizes management and leverage of a firm’s intellectual assets.

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Definitions of KM - Author

A planned, structured approach to manage the creation, sharing, harvesting and leveraging of knowledge as an organizational asset.

Enhance a company’s ability, speed and effectiveness in delivering products or services for the benefit of clients, in line with its business strategy.

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Definitions of eBusiness

Other Author(s)

Definitions

Stewart, 2000

Is commerce conducted in cyberspace.

Gartner Group

The Internet and Web are essential components of an eBusiness strategy.

Harris & Plummer,

1999Using electronic interactions.

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Definitions of eBusiness - Author

eBusiness is broader than eCommerce.

eBusiness is about conducting business electronically over the Internet.

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Definitions of CRM

Other Author(s)

Definitions

Brown, 2000To understand, anticipate and mange the needs of an organization’s current and potential customers.

Handen, 2000

Process of acquiring, retaining and growing profitable customers.

Harris, 1999A technology-enabled strategy to support business actions in response and in anticipation of, actual customer behavior.

Nicolett, Andren &

Gilbert, 2000

An enterprise-wide business strategy designed to optimize profitability.

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Definitions of CRM - Author

KMSystem

Customer Knowledge

(CRM)

Product Knowledge

ServiceKnowledge

IndustryKnowledge

Competitor Knowledge

Regulatory EnvironmentKnowledge

Methods & Process Knowledge

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KM Barriers

77 Lack of knowledge sharing cultureLack of knowledge sharing culture

88 Lack of trainingLack of training

99 Lack of enabling technologiesLack of enabling technologies

1010 Lack of KM processesLack of KM processes

1111 Lack of understanding of the value proposition of KMLack of understanding of the value proposition of KM

1212 Lack of KM skillsLack of KM skills

11 Lack of leadershipLack of leadership

22 Lack of buy-in from all levels in the organizationLack of buy-in from all levels in the organization

33 Lack of KM strategyLack of KM strategy

44 Inadequate management of knowledge on different levelsInadequate management of knowledge on different levels

55 Lack of shared understanding of the concept of KMLack of shared understanding of the concept of KM

66 Diverse languages used in one environmentDiverse languages used in one environment

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Role of KM in eBusiness Environment

Acts as change agent.

Ensures the availability and accessibility of knowledge on the issues strategic to the business.

More complex than traditional bricks and mortar businesses.

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Role of KM in eBusiness Environment (Con’t)

Increases organizational agility.

Increases eBusinesses’ efficiency.

Integration between disparate groups or departments within an eBusiness.

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Wind up with a widening customer and supplier base.

KMLifecycle

KMLifecycle

CreationLeveraging

Harvesting Sharing

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Facilitates transparency in terms of the availability of knowledge.

Collaboration is becoming increasingly prevalent.

Fosters a culture of innovation and creativity.

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Creates a self-learning environment.

Provides the structure, tools and processes to provide one single interface with multiple business partners.

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Role of KM in CRM Environment

Creating a ‘‘market of one’’.

KM provides the tools, processes and platforms for staff to share knowledge on customers.

Facilitates transparency in geographically dispersed organizations in terms of the availability of knowledge.

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Strengths and weaknesses of KM in the eBusiness and CRM environment in selected South African industries. (Fig. 4)

• KM efficiency improvements• KM as integration and change agent• Role of KM in strategic organizational

direction

• Knowledge attrition• KM in the learning environment / link to

innovation• Pooling of expertise

• KM efficiency improvements• KM increases organizational agility• Role of KM strategic organizational

direction

• Knowledge attrition• Virtual communities and knowledge

sharing• Pooling of expertise

• KM efficiency improvements• KM overcomes increased knowledge

base and organizational complexity • Role of KM in adoption of the eBusiness

model


sharing• KM in the learning environment / link to

innovation

• KM efficiency improvements• KM increases organizational agility• Role of KM strategic organizational

direction


sharing• Role of KM in adoption of the eBusiness

model

Strengths Weaknesses

Professional Services

IT

Financial Services

Telecoms

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South African Case Study Findings

Limited implementation scale

Labour market

Technology

Understanding of the value proposition of KM and how KM integrates with the business

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South African Case Study Findings (Con’t)

Limited eBusiness implementation in South Africa

Limited KM specialists

‘‘Knowledge is power’’ syndrome

Literacy levels and language differences

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Conclusions

KMKM

The KM value proposition with reference to eBusiness and CRM is not very different than the generic value proposition of KM.

The KM value proposition with reference to eBusiness and CRM is not very different than the generic value proposition of KM.

Account when designing, implementing and managing KM programs.

Account when designing, implementing and managing KM programs.

An awareness and education of KM specialists need to take place.

An awareness and education of KM specialists need to take place.

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Thanks for your attention !Thanks for your attention !Thanks for your attention !Thanks for your attention !

km in ebusiness & crm: south african case study findings

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