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Knowledge Management Case Study

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Imagine using up to 87 sources of information on more than a dozen technology platforms to answer a customers question. Over 200 customer service representatives did just that.. everyday.. until they …

Imagine using up to 87 sources of information on more than a dozen technology platforms to answer a customers question. Over 200 customer service representatives did just that.. everyday.. until they were consolidated into a simple knowledge management solution.

Published in: Design, Education, Business
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  • 1. Knowledge Management A Case Study by Diane Jacobsen curiosita, LLC January 2011Background: A major Automotive Manufacturer had over time (mostly due to organic growth)created multiple content repositories in almost every functional area of their business. Manyof these data repositories and web sites were designed without a strategy, master plan orconsistent standards. The result is that Sales, Customer Service, Marketing, Engineering, andProduct managers have a difficult time accessing and acquiring accurate and trustedinformation, and have no way of knowing which version of the truth is the most recent orcogent. Not only is the accessing of good, managed information key to a companysperformance, but the costs involved of the wasted management time, poor Customer Servicenumbers, care and maintenance of multiple information sources can easily impact the bottomline and skyrocket out of control.For example: the Customer Service desk had 87 separate sources available to them toanswer customer questions. Of these sources: 70% were accessible on a number ofindividually managed web sites, 20% within applications or internal data bases, and 10%were buried and “maintained” by a single subject matter expert (SME).Desired Solution: Access to everything in one place with a "Google like" search interfaceand function. Design the system to have a single point of management and control, while stillallowing for a multiple group of users to have timely and consistent access.Design Approach & Testing: Utilizing the design thinking process context phase, the teamworked closely with Customer Service representatives to understand the current process andbarriers to call resolution including the identification of all content sources; prioritizing the top20, then rapidly developing low fidelity prototypes of the user experience.Then, the ideation phase created a user-centered design in order to consolidate theinformation into a single dashboard experience. Prototypes of these design concepts werecreated as low fidelity prototypes for evaluation by multiple end-user groups, adjacentstakeholders, and executive sponsors. In addition, the process created a robust taxonomy,controlled vocabulary, and metadata model to ensure consistent data formatting, tags withaccess to source, version, and improve findability using search technology.To ensure adoption of this new solution, the team developed a Organizational ChangeManagement (OCM) plan aimed at all affected stakeholders, which included acommunications plan, a training plan, and a phased development and deployment strategy.This approach was designed to providing the most appropriate content (of greatest value) thatresulted in raising the completion percentages of Customer Service calls within the firstcontact.Copyright 2011 curiosita, LLC All Rights Reserved 1
  • 2. Result: A consistent site experience with access to all 87 original sources of information wasdesigned to provide a common database that yielded a single point of access and search, bya multiple number of uses. After the OCM plan was implemented, the results of this designthinking approach was significant and measurable: • There was a 100% adoption rate by end users. • An increase in customer satisfaction metrics over 2X our starting baseline within 12 months of deployment. • A significant reduction in call escalation.This holistic, Design Thinking driven solution was so successful it was deployed to otherdepartments and became one of the most impactful Enterprise solutions for productknowledge management throughout the company. Five years later, it remains a valuablesuccess story to management, as well as a template for both existing and future systems. #For More Information, please contact:Diane Jacobsen, Principalcuriosita, LLCSeattle,WAemail: dianej@curiosita.bizweb: www.curiosita.bizCopyright 2011 curiosita, LLC All Rights Reserved 2

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