KM in eBusiness & CRM: South African case study findings
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Transcript of 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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Role of KM in eBusiness Environment (Con’t)
Wind up with a widening customer and supplier base.
KMLifecycle
KMLifecycle
CreationLeveraging
Harvesting Sharing
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Role of KM in eBusiness Environment (Con’t)
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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Role of KM in eBusiness Environment (Con’t)
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
• Knowledge attrition• Virtual communities and knowledge
sharing• KM in the learning environment / link to
innovation
• KM efficiency improvements• KM increases organizational agility• Role of KM strategic organizational
direction
• Knowledge attrition• Virtual communities and knowledge
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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