Case from Dr. Leung

It is a valuable chance that Dr. Leung is our case study. Not only discussion in e-mail, we also send questionnaires and take phone interview with Dr. Leung in order to take a deep and detailed study from Dr. Leung. Although we cannot interview Dr. Leung face to face, we can ask him any question and discuss any problem with him through phone and e-mail.

Now, let me introduce the background information of Dr. Leung. He is one of the Funders and Execo in Knowledge Management Development Center. Besides that, he is a senior executive and a fellow of a quality management association. Therefore, Dr. Leung really plays an important role and is well-known in the Knowledge Management of Hong Kong.

As Dr. Leung has rich experience in managing Customer Knowledge in the researched company. We learn lots of Customer Knowledge Management (CKM) from his sharing. He point out that without an increased awareness and use of organizational customer knowledge throughout the entire organization, the organization is expected to loss of competitive advantage and ability to provide the products and services meeting the customer needs.

First and foremost, Dr. Leung introduced the Gap 1 and Gap 5 of SERVQUAL Model, which is the difference between customer expectations of service and perceived service. If expectations are greater than performance, then perceived quality is less than satisfactory and hence customer dissatisfaction occurs. In fact, there are totally five gaps in SERVQUAL Model, but Dr. Leung only selected two of most important gaps to share with us. Furthermore, Dr. Leung also mentioned that the researched company recognize the importance of good management in CKM to develop their scheme to control customer data for a long time.

On the other hand, feedback about customer experience from specific service encounters soon after the interaction occurs. He introduced there are number of tools to collect such information, such as telephone interviews, e-mail, website and fact-to-face interview. In addition, all of this information can be further divide into three categories, which are “for the customer”, “about the customer” and “from the customer”. Knowledge for customer is generated in the process within the enterprise, such as research and development. In a simple term, it is the product knowledge from service supplier to customers. Then, knowledge about customers is the knowledge about customer segments and individual customers. Information collected from surveys, service management and complaint handling are example of knowledge about customers. Lastly, knowledge from customers is captured from customers basing on the fact that customer gain their own expertise while using the product or service.

On the other hand, all information can also been classify into three types of customer knowledge. They are data-derived knowledge, human customer knowledge and tacit-unstructured, difficult-to-express knowledge.

Lastly, Dr. Leung gave us a real example of how the researched company maintains CKM. It is a meeting called Passenger Liaison Groups (PLG) Meeting, aims to invite university lectures to provide opinion from a forum for face-to-face exchange of opinion among passengers and organization management.

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Pembahasan :

CKM atau customer knowledge management, untuk menunjukkan sebuah perusahaan yang memang sudah mapan. knowledge seperti ini sangat diperlukan, untuk mendapatkannya bisa bermacam-macam misalnya dengan mengumpulkan survey, pengelolan penanganan pangaduan, menurut saya itu baik, karena bisa membantu perusahaan untuk proses berkembang.

A secondary school in Hong Kong

Background of the school

In 1998, the Government set out a five-year strategy (1998-99 to 2002-03) centered on “Information Technology for Learning in a New Era”, stating that Information Technology (IT) was to be a key component in transforming school education from “a largely textbook-based teacher-centered approach to a more interactive and learner-centered approach” (EMB, 1998). Schools were expected to harness the powers of IT in order to help students “develop an understanding of the pervasive impact of IT on the society and their daily lives, higher order thinking skills, as well as abilities to seek, evaluate, organize and present information”, students would develop a “habit of life-long learning” (EMB, 1998).

The secondary school in this case study is one of the oldest secondary school in Hong Kong. Since 2000, the school began to realize the vision and worked to transform itself from a traditional school into one IT-based, support-active school.

“Our vision is to extend the school’s physical boundaries into the virtual space to enable both teachers and students to connect and learn with their counterparts all over the world,” said Mr. Yip, the Principal of the secondary school. (Microsoft, 2007)

Aiming at enhancing student-teachers’ relationship as well as supporting students’ outside-class learning, it has developed knowledge management in school, for instance, a collaborative learning platform like portal and forum that allow students to post questions and have online-discussion with classmates and teachers.

Knowledge Management Tools

Assessment Server

The Assessment Server is a non-structural KM tool. It started from 1999 with the purpose of collecting students’ assignments. Nowadays, the school has stored students’ assignments dated back to 2000 and recent years’ resources are uploaded to the server. It has three databases including databases for different academic years (2004-2006, 2005-2007 and 2006-2008). Students can log on to the server to access the resources.

Structure of the Assessment Server:

• Problem-based learning project
• Assignment area
• Download area
• Curriculum management
• Exam area
• Student management

The Computer subject has the most complete resources among all subjects. Computer teachers of every form also use this server to collect assignments. For example, we can see from Form 2, how many people are in a class, what assignment they have to do in a whole academic year, who handed in assignment on time or late. With this server, the principal can check any pieces of assignment anytime. This year, the school plans to ask all students to digitize their hand-written assignments as well as exam papers and submit them through this server. However, this is still in process and some technological problems have to be solved in the meantime.

This server was originally a tool for collecting assignments. Why does it become a KM tool? If a new staff comes to the school, he/she may want to know what to teach in the Computer subject. Then, he/she is asked to look at this server, seeing what assignment students are needed to do, as well as notes and other teaching resources. There is also a download area for user to download relevant resources, e.g. materials for HKCEE, assignment, module coursework, answer for textbook, marking schemes, notes, etc. Even students know how to get resources from this server. New teachers can know that how many tests were there in last year also since all tests are uploaded onto the server after they are designed by teachers.

Academic discussion

For academic discussion, there are subjects including Physics, Computer Studies, Mathematics, Geography, Chinese Language and English Language. In these academic discussion forums, any member of the school community can post a question, an issue for discussion, or simply share some ideas or thoughts. With these forums, students can acquire different subject knowledge not only in the textbooks, but also through knowledge sharing and learning among schoolmates and teachers.

For example, teacher of the Computer Studies may post exercises to the forum. Students who have difficulties in doing the exercise can post their questions to the forum. Different teachers, classmates or even some past students may help to solve students’ enquiries with their knowledge through the forum. In fact, not only students can learn from the discussion, teachers who teach the same subject may also exchange their knowledge and their teaching method with each other. In addition, as all this information will not be deleted, the knowledge can be kept, so the students of the next year can reuse this knowledge. They may also simply refer to the posts when they encounter similar difficulties during revision, by making use of the keyword search function provided in the forum.

From the above examples, we can see that members of the forum are assisting each other to develop their knowledge in this forum. When a member did not understand a concept mentioned in class or during their revision, they can asked for answers. This shows that the forum is not only a place for exchanging information and seeking help, but also a platform for members acquiring and developing knowledge.

Clubs and activities

For club and committee issues, details of events or competition of extra-curriculum activities will be posted on the forum. For example, the date, gathering time and venue of a basketball competition, or how many practice sections would be held before the competition etc. can be posted in the forum. Therefore, students who are interested in the competition can get this information from the forum and go to support the teams. Besides, even if the coach or current teacher has to leave the team temporarily, new teachers may know the pattern and frequency of the team practice, as well as how to organize a similar event, and which competition is held during the semester by searching the related topic in the forum.

Online gallery

In addition to the discussion platform, the forum also includes an online gallery, all photos of the event held in the school was organized and grouped orderly and uploaded to the album.

For example, during the trip to Beijing, students may post their daily events and the photos taken during the trip to the forum, so that parents can know about the situation of their children. And of course, parents are also welcomed to give opinions about the trip through the forum, or to leave some warm messages to their children, like asking them to wear the thinker jackets under the cold weather. This shows that the forum does not only enhance the knowledge sharing among students and teachers, it is also useful to help connecting and maintaining the relationship between parents and children.

To sum up, this forum provides users a couple of pros: first, it allows ideas exchanging among teachers, parents and students. This is undoubtedly vital to enhance and broaden users’ perspectives. Besides, it encourages knowledge sharing which will be beneficial to users to further their knowledge and understandings on any types of issue. Another advantage of the forum is that, users can make use of this platform to keep a closer connection with each other.

Sumber : http://en.wikibooks.org/wiki/Knowledge_Management_Cases_in_Asia#Case_Study_on_a_secondary_school_in_Hong_Kong

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Pembahasan :

KM yang diterapkan pada sekolah tersebut termasuk berhasil. sebagai contoh pada bagian forum diskusi yang berisi siswa, guru dan orang tua murid. disambut sangat baik oleh semuanya, dari forum ini para orang tua, murid hingga guru bisa menyumbangkan idenya serta kebutuhan2nya.

hal ini tidak akan berjalan dengan baik apabila tidak didukung oleh para gurunya. karena metode ini terbilang baru sehingga metode-metode pengajaran yang lama yang biasa diadopsi oleh sebagian guru bisa menyulitkan pula.

Knowledge Management H&C

Having started its business in 1995, H&C is one of the newly established telecom companies in recent decade. Enjoying the most contemporary development in technologic creation and international communication network, H&C has been connected to China telecommunication market, making the first new fixed network provider in Hong Kong to offer direct telecommunications links with the Mainland. In view of the fact that KM practice holds as the key success factor to enterprise achievements among organizations in the industry, senior management in H&C believes that intellectual capital has its own value and they are willing to make investment for the KM implementation. As for the case, KM practice in the H&C positions at the very beginning stage, we aim at determining its KM procedures at current stage and compare its development framework with those in P&W.

Purpose of KM implementation in H&C

H&C established in 1995 and committed to satisfy customer’s need with better services by building the fibre-optic network. Nowadays, H&C is also the largest “fibre-to-the-building” telecommunications network in Hong Kong. With the growing scope of services provided and the dealing with several hundred thousands of customers, sharing of knowledge is being concerned. And the KM concept penetrates among H &C in recent year since Mr. Chan is transferred to this organization. The first department that KM is implemented is Sale and Marketing Department. This is because of the department head, Mr. Chan, have a strong passion on putting KM into practice.

Sale and Marketing Department is divided into several divisions, such as Product Development division and Logistics & Business Intelligence support division. They work together to promote and operate of the local communication services including IDD, Internet Broadband and Voice. Therefore, each division within the department is closely co-related. Mr. Chan is strongly believed that efficient flow of knowledge sharing could enhance the daily business process and also providing a better quality service to customers.

Knowledge Management Pilot Project

Though there is a strong initiative on introducing KM into H&C, large investment is needed in this project. Therefore, Mr. Chan would like to prove the success of the KM to Top Management by starting the KM application in the Sale and Marketing Department. He stated that each unit in H&C actually already had its own function KM, but there is a lack of integrated strategy of a enterprise-wide KM, which is an extra-ordinary KM. Referring to his explanation, ordinary KM means each units just satisfy their own immediate information need. Actually, those information could be pooled and share among whole organization in order to shorten the business process time. He thinks this is a common situation and obstacle faced that newly KM developing organization may faced. Therefore, he wants to change the pattern of existing culture of knowledge transformation. He would like to develop a trust and willing to share relationship among employees. A software called “let’s share” and “e-learning” platform are introduced with his aims. Detailed of the software and platform will be discuss in following part. Also, a project of building a comprehensive data mining system is in processes. This system could systematize and synchronize whole department selling information and thus could generate an immediate, accurate and updated report upon manager’s request. In the field of telecommunication activities, the best use of advanced information technology has become the major contribution to the great turnover and huge information flow among the organizations. Accurate and efficient information dissemination is the essential factor in developing global markets against all kinds of competitors.

Knowledge Management Tools and Applications

As mentioned above, “Let’s Share” software is introduced to promote the knowledge sharing among employees. It is a collaboration tool. It enhances the communication and information sharing among employees. For example, people share on the same desktop view or presentation materials simultaneously though they are located at disparate area. They can co-operate to edit on the same document/power-point slide at the same time and thus enhance the knowledge sharing. With the “Share File” function of this product, sharing computer file are no longer limited by the means (E-mail, Compact Disc) and also not limited by the time (Using MSN Messenger, ICQ as transferring tools, then wait for the receiver online). People are sharing the information at any time, anywhere. Thus, a stronger and closer relationship built. It is assumed that the uses of the “Let’s Share” could facilitate the communication among employees and also change the existing culture of knowledge transformation.

In additions to the “Let’s Share” software, an “E-Learning” platform is also introduced. This is particular useful for training despite the time and place the staff want to learn about the product. The “E-Learning” platform captures the existing knowledge (i.e. Product concept, selling script and demonstration), codify and make them be available to all potential users. This self-learning concept is endorsed so as to shorten the problem-solving process and save the company resources ultimately.

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Pembahasan :

penerapan KM pada setiap organisasi membutuhkan sebuah kerjasama. terutama dari pihak pekerja seior. apalagi KM termasuk sesuatu yang baru dalam sebuah manajemen. Agar KM bisa berjalan dengan baik, para senior harus menjadi kelompok pertama yang meyakini bahwa KM bisa membawa manfaat bagi perusahan. ada baiknya KM diperkenalkan secara bertahap, mungkin apa yang dimaksud dengan KM dan apa KM itu sendiri, baru bisa berjalan secara bertahap. di setiap divisi-divisi yang ada.

Yang kedua, kesabaran dan ketekunan adalah kunci dari sebuah KM. kita tidak akan bisa melihat satu tahun kedepan bahwa metode KM yang digunakan berhasil. ada baiknya seorang manager KM dapat meyakini para senior untuk mensupport dan membiayai projek KM tersebut.

Yang ketiga, mengubah budaya berbagi pengetahuan dalam perusahaan, dilihat dari kasus diatas bisa kita nilai bahwa hal tersebut bisa menjadi kunci keberhasilan.

The Case Study of NGO in C&Y

Background of C&Y

C&Y is one of the Non Government Organization (NGO) to provide the social services for children and youths. C&Y has over 800 staff members and 50 community service locations. Their major target groups are children and youths from 2 to 35 years old.

In the past, C&Y had mainly provided the services to take care of their education, food and living. C&Y would also help equip them some living skills, such as weaving basket and needlework in order to improve their living standard.

Now, the society and economy have been growing rapidly, C&Y has changed their services. They provide a safe and supportive place for children and youths. They can experience new opportunities, overcome barriers, build positive relationships and develop confidence and skills for their life. Also, C&Y provides more educational and counseling services for the children, youths and their parents. The C&Y focuses on:

• • Healthy development of children and youths,
  • Nurture children and youth to be responsible citizens,
  • Take the special measures to resolve family crises,
  • Help children and youth to fight for rights and welfares.

Also, C&Y provides many programmes in physical recreation, technology, the arts and personal growth for the children and youths. Therefore, C&Y has provided many innovative and diversified services for children, youths and their parents. The services include:

• • Integrated Services for Young People
  • Youth Work Experience and Training Scheme
  • After School Care Services
  • School Social Work
  • Family Life Education
  • Outreaching Social Services
  • Campus Services
  • Counselling Centre
  • Hotline Counselling Services
  • Children’s Home
  • Kindergarten

C&Y has provided many different professional services for the children and youths, it helps them to grow in a healthy life and prepare them to face the challenges in the future.

Sumber: http://en.wikibooks.org/wiki/Knowledge_Management_Cases_in_Asia#The_Case_Study_of_NGO_in_C.26Y

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C&Y sebuah organisasi yang non profit, yang bertahan di kala morat marit keuangan di asia. Tujuan organisasi untuk berbagi ilmu pengetahuan di dalam organisasi tersebut.  satu hal yang mereka percaya dan aset terbesarnya  dalam berdirinya organisasi tersebut yaitu  employes knowledge.

hal ini jelas akan menimbulkan kesulitan nantinya. bayangkan jika para pekerja sosial tersebut harus pergi dari organisasi tersebut dan mereka mempunyai metode/pengetahuan yang baru untuk di luar sana. Atau bertemu dengan masalah senioritas yang biasanya pekerja yang sudah senior tidakmau berbagi pengetahuan kepadayang junior.

alhasil dalam kasus ini dibutuhkan sebuah KM. misalnya dengan membuat sebuah program yang bisa memudahkan para pekerja sosial membagi ilmu lewat sebuah platform sharing.

bisa juga dengan membentuk sebuah tim khusus yang berurusan dengan pengetahuan yang didapat dari para pekerja sosial tersebut untuk berbagi. atau dengan mengadakan review meeting every week. sehingga para pekerja sosial tersebut akan merasa dihargai.

logo-outback

This article clearly describes the milepost of one of the success restaurant, the Outback Steakhouse, Inc. It outlines lists of key factors which make Outback to success like quality employees, low employee turnover, starting with a detailed statement, using rigorous hiring standards, etc. The founders of Outback Steakhouse believe that people are the key element to meet the company’s commitment. The idea behind the company is enabling the founders to have autonomy in operation, to generate enough income to fund a comfortable lifestyle, and to have fun doing it. They believe that the rapid growth of their business is a result of a high-quality, trained staff being at Outback. They are committed to grow a values-driven company with high quality of product, service and customer experience.At the critical juncture, they recognize they need a more explicit understanding and statement about the Outback’s future and direction. After embarked visioneering with their strategic partner consulting firm, they realize that stakeholders need for a sense of place and to feel valued. Also, the cornerstone of Outback’s idea that a company is its people is the most important thing. The Outback theory of success stresses on staff training and regards high turnover rate as unacceptable. On the other hand, quality is also important so they obtain the best raw ingredients for the food served in the restaurants. Besides, they see the Outback culture as the means to attract, retain and energize their employees which makes them to feel Outback restaurant is ‘a great place to work’. The company has focused on earning the trust of employees, and through them, the trust of its customers.There are three primary avenues used by the company: education, integration and measurement. For education, one of the means called The Walkabout is executed. This is a meeting held ten times a year which is conducted by the founders, president, and other leaders of the company. During the meeting, all people share their experience with others and the restaurant leaders and managers are taught to develop a team which follows the Principles and Beliefs, a manifesto describes the culture that all Outback leaders are expected to create and maintain. Also, the training program includes sharing key ideas in ‘Alley Rallies’, which are preshift meetings to energize and focus employees.For integration, a rigorous employee selection process is developed for hiring the right people. Outback takes promotion seriously and has carefully charted a career path for individuals who desire to be a partner. It also develops numerous tools and processes to support the development and advancement of both hourly and management crew. For instance, the Regional Walkabouts, which are training meetings providing managers with opportunities to share their views and the Principles and Beliefs to other crew members. Another example is the online database Career Portfolio, which allows crew to keep track of their development experiences and identify areas where they need more improvement.For measurement, the company implements several measurement processes such as the Outback Experience Survey, accurate measures of turnover, etc. The survey helps the company to confirm the worth of implementing the Principles and Beliefs and the value of the quality hire by using the discipline of selection. As a result, it can be seen that the formula for Outback to success is hiring the right people and living the principles and beliefs. (DeCottis, Sullivan, Hyatt, & Avery, 2004). Again we see that quality employees are the key element for success.

sumber :

http://en.wikibooks.org/wiki/Knowledge_Management_Cases_in_Asia#Knowledge_Management of_a_Chinese_Dining_Corporation_in_Hong_Kong

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menurut saya, saya setuju dengan konsep yang diberikan Outback steak house dalam membangun perusahannya, merek berpendapat bahwa manusia adalah kunci utama dalam sebuah bisnis. tidak heran mereka menyiapkan banyak program untuk mengasah dan membantu para karyawan agar lebih maju. prinsip yang diambil jika karyawan tersebut bisa mencukupi kehidupannya sendiri, bahagia dan tercukupi maka pekerjaan akan bisa dilakukan dengan baik.

Dapat dilihat bahwa formula untuk mendapatkan kesuksesan adalah mempekerjakan orang yang tepat dan mempunyai keyakinan yang kuat. kualitas karyawan adalah elemen kunci untuk sukses.