presentation to RMIT KM students 11/9/13

1. 1 I
A KM Journey
How I got to here?
Lyn Murnane
Manager – Knowledge and Learning
Systems
1

2. Topics
• About Lyn
• A journey
• KM stuff you’ve heard before
– It’s all about the stuff!
• A framework based on experience
• About Medibank
– Challenges
– Opportunities
• Telstra
– Challenges
– Opportunities
• IDP Australia
– Challenges
– Opportunities
• Where might you start?
2

3. 3 I
A brief history in time
Oct 2011 – present
Manager – Learning and
Knowledge Systems
2 x Knowledge Bases
2 x community sites
e-Learning Management
RMIT – Graduate MB(IT) - 2011
2008 - 2010
KM Stakeholder Engagement
Before that….
IT Training & Support roles.
June – December 2010
Knowledge Manager
Delivered 1st draft e-learning
solution
January – October 2011
Manager – KM
Manage 10,000 answers
And a team of 6
Quick CV
3

4. 4 I
How I learn
• Child
• The Library
• Work
– Admin jobs
– Data Management
– Computers
– IT Training / IT Support roles
• Interest in KM began
• The Internet
– Library of the World at my fingertips
– Running chat sessions in v1 of MSN (trivia quizzes)
• MBIT @ RMIT
– Subjects of keen interest
• KM
• BI
• Change Management
• Governance
• Personal Networking
– 1st KM role discovered thru a fellow MBIT student
4

5. 5 I
Circle of Influence
• IT Training & support
• Technical Writing
• KM Systems
• Knowledge
Manager
• KM Business
Consultant
• Stakeholder
engagement
• Collaboration
with SMEs
• Networking
• Blog - genverbosity
• Twitter - @boffin66
• RSS feeds
• Social networks
• Networking
• Communities of
Practice
• KMrt
• KMLF
• Instructional
Design
• E-learning
development
• User feedback
5

6. 6 I
What is a Knowledge Manager?
• Skills Required
• Customer / User Orientation
• Leadership
• Communications
• Facilitate sharing & collaboration
• Teamwork
• Learning and knowledge sharing
• Analytical Thinking and Decisive Judgment
6

7. 7 I
Some data
• The average office worker spends 28 hours a week – or nearly 1500 hours
a year - writing emails, searching for information and attempting to
"collaborate" internally, according to a new report.
• A new global report by McKinsey Global Institute, the research arm of
management consultancy McKinsey & Company, argues wide adoption of
social media technologies by businesses could cut down some of the time-
wasting involved in emailing and improve worker productivity by 20 to 25
per cent. http://www.smh.com.au/it-pro/business-it/workers-spend-61-per-cent-of-their-day-lost-in-email-and-
information-20120730-23957.html
• 19.8 per cent of business time – the equivalent of one day per working week –
is wasted by employees searching for information to do their job effectively,
according to research released today by Interact. http://www.it-
analysis.com/services/outsourcing/news_release.php?rel=38149
• And sometimes I do remember to reference!
7

8. 8 I
Global recruitment trends 2013
8

9. 9 I
Knowledge
Sharing
data
Social Media
Participants – a
good alignment
to measure
knowledge
sharing
9

10. 10 I
Sites & Tools for fun & interest
• http://forrester.typepad.com/groundswell/
• http://www.useit.com/
• Social Media 2011 -
http://youtu.be/3SuNx0UrnEo
• Using KM - http://youtu.be/97i-JAyx1zY
• Discover what you know – 2006
http://youtu.be/f_x78XLBBVM
10

11. 11 I
Tools
Findable
Accessible
Useful
Content
Usable
Desirable
Useful
Governance
Credible
Trust
Change & Improvement
Valuable
Useful
Lyn’s KM Framework
IN progress
11

12. 12 I
A KM Strategy
• Let’s start with 3 examples
1. Medibank
2. Telstra
3. IDP Education
12

13. 13 I
Implementing KM at MBP
MEDIBANK PRIVATE - 2004
EXAMPLE 1
13

14. 14 I
Medibank Private
2009 DATA
• Market share in PHI Australia
– 29%
• Number of people covered
– 3.5 million
• Number of memberships
– 1.8 million
• Total contribution income
– $3.4 billion
• Total benefits paid
– $2.9 billion (84.8% of contributions)
• Number of customer transactions
in Call Centre and Retail
– 6 million
• Number of staff
– 3000
About private health insurance:
• Highly government regulated –
and the regulations change
frequently
• Extremely complicated – for
staff as well as customers
• Customers often don’t really
understand their cover until
they claim
• PHI is a high use insurance
compared to other insurances
14

15. 15 I
Medibank’s culture – The approach to
change
• “Empowerment for Ground crew”
• “We don’t need a McKinsey or a Boston
Consulting to tell us how to improve the
business – we’ve got over 1200 ‘ground crew’
staff who know exactly where the real gaps
are to be addressed in the business,” George
Savvides – MD.
“We embrace change better when we do it ourselves “
15

16. 16 I
Intranet
Inconsistency
Multiple
Sources
Intranet – 1400 files, out of date,
inconsistent, poor search, slow
Many sources of information:
Lotus Notes, shared drive (40,000
files), local info, Circulars
Help desk calls - 20,000 internal
staff helpdesk calls per month
Communication to frontline
staff ineffective – Circulars,
Manuals, Guides, many emails, 400
page policy documents
Customers Unhappy
Given Inconsistent information
Staff Retention
Feedback from exit interviews -
staff leaving because not
sufficiently supported to do their
jobs effectively
In 2004 - The problems frontline faced
Help Desk Calls
Access to knowledge was confusing, inaccurate and inconsistent.
Ineffective
Comm’s
Staff
Retention
LOW Unhappy
Customers
16

17. 17 I
Desired state –
Communication to frontline staff
Departments
•HR
•Marketing
•Compliance
•Product
•PHI
•Fund Policy
•Complaints
•Finance
•Corporate Affairs
Modes
• Single
Knowledge
Repository
Staff Engagement
• I am in control
• Consistent
messages
• Reduced
Complaints
Customer
Satisfaction
• More satisfied
• Better service
Image: http://www.johnhaydon.com/wp-content/uploads/2009/04/twitter-many-to-one.jpg
Knowledge Enablers
17

18. 18 I
How?
• Pilot
– Assess what are the biggest pain points
– Deliver a pilot / small version of a knowledge base
– Include frequently asked questions and used
materials
– Assess outcomes
18

19. 19 I
Ongoing Costs if status quo remained >
Millions
Opportunity costs and benefits
Ongoing savings if change happens ~
Millions
Ongoing Costs without change
•Training – new starters
$12.5Keach /30% turnover
•Staff Help Desks
20,000 calls to 2 helpdesks.
•Call Handling Time
•Ex Gratia Payments
Cost MPL $500,000 in FY03. Consistent, complete
and accurate information in a central repository has
the ability to reduce this cost.
Ongoing savings ~ Millions
•On-going costs 6 staff and support.
•Benefit realisation within three months.
•All Handling Time - The Pilot Program statistics
demonstrated a reduction of 6.3% in Call Handling
Time.
19

20. 20 I
And Medibank’s KB was born
• Max and Molly – 2 different KB applications
– Max was for customer facing processes
– Molly for corporate processes and support
• Both named by staff in a competition
• Sold using branded gadgets, stress balls,
umbrellas etc
20

21. 21 I
Max 2009
21

22. 22 I
0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
04-05
05-06
06-07
07-08
08-09
09-10
Growth
Max / Molly / Intranet
22

23. What worked well…initial project
• Team
– Built by staff for staff
• Frontline engagement
Get the end users involved…make it a
knowledge system
– focus groups (New Starters, Experts,
20+ years service)
– super user group
– competitions
– pilot
– surveys
– road shows
– video – of staff response to project
• Brand – identity
– stickers, soft balls, umbrellas
– quick reference guides/materials
• Tool
– good search
– no bells and whistles
– met requirements
– easy to use
• Ongoing support
– Feedback mechanism was
and still is the most popular
feature
• Content
– Write it for the audience
– Write if for how they think
about it
– Avoid jargon
23

24. 24 I
What didn’t work well….initial project
• Business experts & Management
engagement - resistance
• Approval process – subject matter experts
took three times longer than expected
• Training – self-paced workbook didn’t work
well for call centre / retail environment
24

25. 25 I
TELSTRA
EXAMPLE 2
25

26. 26 I
Telstra
• Know How – an intranet
based process and sales
information tool that
supports 14,000 users –
onshore , offshore and
industry partners.
• Know How's key focus is
support of personal
customers
– Includes some support for
Telstra Business (Small
Business)
• Telstra has 10 ‘official’
KM systems
• 100’s of unofficial tools
including spreadsheets,
personalised web
pages, databases etc
26

27. 27 I
KnowHow
• Observations – content / information is
verbose and not user friendly
• No collaboration
• Feedback loop is sporadic and not transparent
• No Governance, archiving or expiry of content
unless requested
27

28. 28 I
Changes
• User Feedback forums
– What does KnowHow sound like / its character
– Understanding what works and what doesn’t
– What’s missing?
– Suggestions for inclusions
– Getting engagement / buy-in
• Assessment of value of outsourced publishing
– Outcome – publishing was insourced again
28

29. 29 I
Processes
• Governance model
• Audit process
• Expiry process
• Writing style guide
• Publishing style
• New content management system should
automate some of these processes
29

30. 30 I
Telstra Bigger picture
• Project to create a company wide KM strategy
• Aims to create a single source of truth
• High level governance model
• Has leadership support and cross business
unit endorsement
• Project currently being scoped and mapped
• Identifying measures of success
30

31. 31 I
IDP EDUCATION PTY LTD
EXAMPLE 3
31

32. 32 I
IDP Education
• IDP – Education placements – market leader.
– Placements in AU, US, CA, UK & NZ
• IDP Education also manages and part-owns the
IELTS test – the leading test of English language
proficiency for study and migration.
• IDP is 50% owned by IDP Education Limited, a
company owned by 38 Australian universities,
and 50% owned by SEEK.
• 27 countries – 500 counsellors (Student
Recruitment)
32

33. 33 I
OSCAR - 2010
• Overseas Student Central Advice Resource
• CRM implemented to manage the end to end
student application process
33
Student
Enquiry
Best match
course
Application
Management
Visa
Assistance
Offer from
Uni
Needed data about all providers (unis) and their courses

34. 34 I
IDP Knowledge - OSCAR
• 136,000 knowledge base pages
– 99% data collected about universities and their
programs from publicly available information
– 1600 manual knowledge articles
• Provided by local staff, or from Uni
• Location based Visa information
• Presentations from universities
• Links to Uni sites & videos
• Info about scholarships & application requirements
34

35. 35 I
Key Issues
• KB sold as matching tool
– Confused about how / why
• Visibility of content
– Issues with accessibility & control
of information
• Search
– How to return relevant results from
so much content
• Navigation
– Where to find the content
• Governance
– Guidelines
– Review & Archiving process
• Learning Tool
– Research new destinations &
locations
• Collaborative Learning
35

36. 36 I
Engagement
• 2nd project to add more functions and fix
issues
• Support desk produced a tag line
• We needed to give OSCAR some life
• Character and tagline born
36

37. 37 I
OSCAR Knowledge Base
37

38. 38 I
OSCAR Community
• More engagement
• Ideas for improvements / additions
• Discussion of issues
• Share info
38

39. 39 I
How I measure??
OSCAR Connect Measures - last 90 days Result % Result Target Total Last week
a. Decrease number of staff not yet participating
in OSCAR Connect
b. increase adoption
Active Users 208 38% 70% of licences 550 210
Creators (have posted) 48 23% 24% of active users 50
Commentors 74 36% 33% of active users 77
Inactive 342 62% 30% of licences 340
KB Reporting
useddefault
keywordreport
tocoverall
Current Measures 24-Jun 1-Jul 8-Jul 15-Jul
KB Logins (Adoption Report) 6038 5532 6239 8201
Keyword Searches (Counsellors) 899 978 1401
Weekly '0' Results 128 101 111
Answers Viewed (Counsellors) 1644 1396 1573 1848
Matching Sessions 1453 1566 1714 1307
OSCAR Connect Views 511 364 136 143
OSCAR Connect Posts 44 33 16 6
OSCAR Connect Comments 216 97 35 28
OSCAR Connect Active Users 87 70 50 49
AnswersViewed (Counsellors)
971
1115
757
839
1012
733
1116
1021
1090
1100
1250
905
1008
1683
1602
1457
1426
1400
1465
1997
2023
2109
1857
2060
1582
2290
2521
2470
2820
2487
2763
2373
2357
2332
2215
2224
2817
2997
2904
2864
2794
2658
2553
2243
2835
14-Oct
21-Oct
28-Oct
4-Nov
11-Nov
18-Nov
25-Nov
2-Dec
9-Dec
16-Dec
23-Dec
30-Dec
6-Jan
13-Jan
20-Jan
27-Jan
3-Feb
10-Feb
17-Feb
24-Feb
3-Mar
10-Mar
17-Mar
24-Mar
31-Mar
7-Apr
14-Apr
21-Apr
28-Apr
5-May
12-May
19-May
26-May
2-Jun
9-Jun
16-Jun
23-Jun
30-Jun
7-Jul
14-Jul
21-Jul
28-Jul
4-Aug
11-Aug
18-Aug
All UsersKeyword Search vs '0' Results Keyword Searches (Counsellors)
Weekly '0' Results
39

40. 40 I40

41. 41 I
Gamification at IDP??
• What??
41
Gamification:
The use of game elements and game-
design techniques in non-game contexts
“For the Win” Kevin Werbach, Dan Hunter
Wharton Digital Press - 2012
http://www.greenbookblog.org/2013/07/08/for-the-love-of-the-game-using-
gamification-in-mr-as-a-complimentary-tool/

42. 42 I
How we got game 
• Treasure Hunt
– Ask a question in
community site
– Users search in KB
– Answer via KB feedback
(v1)
– Answer via community
site (v2)
• Impact is increased
visibility ongoing
42

43. 43 I
Community Reputation
• Depending on points accumulated, a different ‘bling’ icon is displayed next
to a user’s name
43
By viewing the change in Member numbers, I can see
who has changed from ‘lurker’ to participant.
Last year, I had 310 Members and only 1 new
user so 7 people felt ‘moved’ enough to
comment this week.

44. Game results?
44

45. 45 I
IDP IELTS
EXAMPLE 4
45

46. 46 I
IELTS
Test Centre
Test Centre
University accepts results
Employer accepts results
IELTS Test Centre
IELTS results are accepted by more
than 8000 organisations in more
than 135 countries.
IELTS results are accepted by more
than 3000 institutions and programs
in the US.
The IDP IELTS test centre network
offers IELTS in more than 200
locations globally.
Example Sites
IELTS
46
More than two million IELTS tests were taken in the past 12 months.
IELTS is available in more than 130 countries.
There are more than 900 IELTS test locations worldwide.
The IDP IELTS test centre network offers IELTS in more than 200 locations globally.
IELTS is available up to four times per month, 48 times per year.
IELTS results are available after 13 calendar days.
IELTS test is jointly owned by IDP Australia,
Cambridge and British Council globally.
IELTS in Australia is wholly owned by IDP

47. 47 I
Project IELTS
• CRM for Central
– Disparate record
management
– Centralise
– Agile project
• High level Reqs – Week
1 December 2012
• Build – Week 2 -3
December 2012
• Showcase – January
2013
• Pilot launched
February 2013
47

48. 48 I48 http://www.linuxkungfu.org/images/fun/geek/project.jpg

49. 49 I
A Knowledge base?
• How to give test centres the power to help themselves
• Suggest a KB
– Why should some wait overnight or over weekend for response?
• Assess Issues / pain points
– Assess FAQs from enquiry inbox
– Assess common issues and requests from Regional Managers
– Assess common audit issues
– Build content around these main pain points
• Ask network what they need?
– Ask them if they wish to participate in testing, feedback and naming
– ‘iKnow’ is born
49

50. 50 I
Project IELTS outcome
• KB launched 27 June
2013
• Feedback positive
• 200 answers
50

51. 51`
http://www.slideshare.net/kmpc/km-roadmap-co-p

52. 52 I
“Anyone in the organization who is not
directly accountable for making a profit
should be involved in creating and
distributing knowledge that the company
can use to make a profit”
Sir John Browne – CEO of BP
Interesting article on BP’s knowledge management struggle
http://www.ikmagazine.com/xq/asp/sid.0/articleid.750C40CD-3510-47CA-9827-
5403ADCE1D93/eTitle.Greater_than_the_sum_of_its_parts_Knowledge_Management_in_British_Petroleum/
qx/display.htm
52

53. 53 I
CLOSING
Questions
www.genverbosity.wordpress.
com
lynmurnane@gmail .com @boffin66
53