B. Information Technology (IS) CISB454: Introduction to Knowledge Management Knowledge Transfer in the E-World

Learning Objectives At the end of this lesson, you should be able to:  explain the basic technology of e-world  discuss the following systems ● Groupware ● e-Business ● Supply Chain Management (SCM) ● Customer Relationship Management (CRM)

Knowledge Transfer in the E-World E-World Technology

Knowledge Transfer & Sharing in E-World 4 Knowledge Sources Knowledge Consumers Extranet Intranet ClientsPartners Services Provider 3 rd Party Vendor Corporate Databases Knowledge-based Applications Knowledge Base Knowledge Transfer

The E-World (Internal) Intranets Internet technology to serve the internal needs of an orga- nization Link knowledge workers and users (like line managers) 24 hrs a day 5

The E-World (Internal) Intranets Justified when number of em- ployees is moderate to large  e.g., 100 employees or more Justified when the needed knowledge must reach its destination in a hurry 6

Intranet A Conceptual Model 7 Production Team Manufacturing Budget Director New Product Knowledge Workers Product Design Corporate Intranet Knowledge Transfer & Sharing Sales Committee New Product Advertising Team New Product

The E-World (External) Extranet for Knowledge Exchange A company Web site linking two or more trading partners  B2B System designers at each participating company must collaborate to ensure a com- mon interface Backbone of E-commerce 8

The E-World (External) Extranet for Knowledge Exchange Benefits  faster time to market  increased partner interaction  customer loyalty 9

The E-World (External) General Extranet Layout 10 Corporate Intranet Suppliers Customers Distributors Internet Firewall Office A Office B

The E-World (External) Extranets Extranets ensure lasting bonds between partners and corporate members Support from management is essential for success Extranets are the technical community to generate reve- nue and ensure competitive advantage 11

Knowledge Transfer in the E-World Groupware

Software that helps people work together from a distance Facilitates knowledge transfer between knowledge seekers and knowledge providers Categorized by whether users are working face-to-face or in different locations Categorized also by whether users are working together at the same time or different times 13

Groupware Categories Same Place (Colocated) Different Place (Distance) Same Time (Synchronous) Voting, Presentation Support Chat Room, Teleconferencing Different Time (Asynchronous) Shared Computers Workflow Process, 14

Groupware Prerequisites for Success Compatibility of software Perceived benefit to every member of the group Successful structure of com- munication 15

Groupware Applications  Intranet and comple- ment each other in know- ledge transfer and communi- cation within an organization  Unified “content manage- ment” and “messaging servi- ces”  Becoming a standard for knowledge dissemination of all kinds 16

Groupware Applications Newsgroups and workflow systems Chat rooms Video communication Knowledge sharing groupware Group calendaring and sche- duling 17

Knowledge Transfer in the E-World e-Business

E-Business Brings universal access of Inter- net to core business process of exchanging information  between businesses  between people within a business  between a business and its many clients Connects critical business sys- tems directly to critical consti- tuencies 19

E-Business Enables companies to accom- plish these goals  Create new products or services  Build customer loyalty via know- ledge exchange/sharing  Enrich human capital by direct knowledge transfer  Use current technologies for R&D and creation of new knowledge for new products and services  Achieve market leadership and competitive advantage 20

E-Business Problems and Drawbacks System and knowledge integ- rity Viruses cause unnecessary delays, file backups, storage problems, etc. Danger of hackers accessing files and corrupting accounts Corporate vulnerability to ac- cess by the competitor 21

Knowledge Transfer in the E-World Supply Chain Management

The Value Chain in E-Business A way of organizing primary and secondary activities of a busi- ness, where each “add value” to total operation A way of looking at how various knowledge exchange adds value to adjacent activities and to the company in general Everywhere value is added is where knowledge is created, transferred, or shared 23

A Knowledge-Based Value Chain 24 Corporate Infrastructure (Planning, Finance, Accounting Legal Services, etc.) Human Resources Technology Development Procurement Purchase Materials (Inbound Logistics) Outbound logistics (Storing/Distributing) Marketing & Sales Supportive Activities Operations Service

Supply Chain Management (SCM) SCM means  having the right product at the right place  at the right time  at the right price  in the right condition Requires  collaboration  knowledge sharing of logistics  consensus among knowledge wor- kers and suppliers 25

Supply Chain Management (SCM) A network of organizations and business processes for  procuring raw materials,  transforming these materials into interme- diate and finished products, and  distributing the products to customers

Supply Chain Management Example of Supply Chain: Nike

Supply Chain Management Another Example of Supply Chain

Supply Chain Management (SCM) Employs powerful tools to allow companies to exchange and update information Goals of SCM are improving efficiency and profitability 29

Knowledge Transfer in the E-World Customer Relationship Management

Customer Relationship Management (CRM) Goal is to improve relationship management with customers and supply chain partners A business strategy to learn more about customers’ needs and behavior to develop stronger relationships with them 31

CRM Benefits Increased customer satisfac- tion Cross-selling products effi- ciently Making call centers more effi- cient Simplifying marketing and sales processes Discovering new customers 32

CRM Critical Operational Components Personalization services Secure services to enforce secu- rity rules Publishing services to document location and meaning of busi- ness content Access services to help users find and access portal content Subscription services to deliver business content via , fax, or other media 33

CRM Critical Analytical Components Capture very large volume of data and transform it into analysis formats to support enterprise-wide analytical re- quirements Process and deploy quickly the intelligence gathered from analytical environments 34

PortalPresentation Layer Personalization ServicesApplication ServicesSecure Services Publishing ServicesSubscription ServicesCollaboration Services Access/Search ServicesDownload CentreWork-flow Services Registration WizardBulk Import ServicesDigital Dashboard Operational Data Sources Sales/MarketingCustomer Services Order Management BillingSupport Data Marts Customer ProductSalesOrders Access Layer Customers, Partners, Employees, Suppliers

Typical CRM Network 36 Corporate Database Web-Based Portal Customer Information Returns Purchase Order Call Center Supply Chain Partners Customer Telephone Call Search

THE END Copyright © 2010 Mohd. Sharifuddin Ahmad, PhD College of Information Technology