Managing Knowledge and Information Systems - Case Study Example

USING WEB 2.0 IN KNOWLEDGE MANAGEMENT Using Web 2.0 in Knowledge Management: TPM Tools Case TPM Tools Limited is a small company selling highly specialised cutting machines to customers in Africa. The company does not manufacture the products. Furthermore, it does not maintain distribution outlets in the areas that it serves. The company uses agents to reach for customers. The paper discusses the business problems of the company and also the possible solution to these problems. The paper puts emphasis on Web 2.0 technologies in addressing the knowledge management problem. The paper also provides a highlight of the benefits and challenges of using Web 2.0 technologies to address the problem. Further, the paper discuses two Web 2.0 options available for the company. Business Problem As noted above, TPMT does not maintain distribution centers in the countries it serves. As a result, market data is provided by the agents that are contracted to sell its products. The agents have been instrumental in availing feedback from loyal and new customers. However, assessments indicate that the feedback that its agents give do not conform to the feedback received through email, telephone calls, and fax. As such, it is difficult to ascertain the real opinions and experiences of customers with the products. Feedback is important to organizations that rely on royal customers for business. Companies use feedback to detect any shortcomings in their products. Also, feedback enables a company to improve its products by considering the interest of customers obtained through feedback. The situation implies that effective action must be backed by accurate feedback. Since the feedback mechanism seems inaccurate, the company may fail in knowledge management. Thus, the company needs to develop a new method that can enhance direct communication between the customer and the company. A platform that allows the customers to tender their feedback directly to the company will go a long way in solving the problem. One of the methods is using Web 2.0 technologies. Overview of Web 2.0 Technologies Web 2.0 is the technology of generating highly responsive internet sites that put more emphasis on user content rather than the system content (Lincoln 2009, p. 8). The technology allows users to share information and communicate with each other directly. Ideally, Web 2.0 technology enables people to interact like in a social media platform. The Web 2.0 protocols enable administrators and users to create their content like applications that behave in a manner that they set. As such, the applications are dynamic and thus fulfill the needs of the users as the situation may demand. Web 2.0 technologies allow businesses to interact with customers and manipulate content in manners that fulfill their needs (Tuten 2010, p. 4). The technology enables migration from PC based software to online applications that are made for specific purposes. The technologies allow customers to place orders, manage it and also leave feedback after delivery of a product. In this regard, the applications allow many processes to be accomplished at the same platform. Another characteristic of Web 2.0 technology is that it can support many people at the same time. People can interact, and share information on the same application (Bebensee, Helms & Spruit 2011, p. 2). In a business perspective, Web 2.0 technologies allows business, retailers and customers to share information across all levels. Customers can tender feedback to sellers and sellers can also reply to customer inquiries. Thus, communication is highly simplified. Benefits of Applying Web 2.0 Technologies The main problem with TPMT is managing feedback. Essentially, Web 2.0 technologies create a user-centered interface where user information is prioritized. As such, customers can log into the system and check all the details they need with the company and also tender feedback. The Web 2.0 protocols create a social interaction platform where customers can leave feedback after using the product. The platform enables sales representatives to view feedback and respond appropriately to the market needs (Tuten 2010, p. 223). Another benefit of using Web 2.0 technologies is that feedback may be stored for future reference. Platforms such as blogs contain information on the feedback from other customers. Customers may get help in case of a problem through reviewing the comments of other users and the business representatives. As such, Web 2.0 enables customers to get solutions to any concerns by chatting with sales representatives or reading posts from other users. The tools are easy to use and do not require any specialized training or knowledge. Web 2.0 technologies create a close bond between customers and the business. This is because customers talk to representatives directly without intermediaries. The situation implies that customers can get a personalized approach to solving their problems. Moreover, businesses can analyse feedback and calculate various metrics of measuring customer satisfaction (Bebensee, Helms and Spruit 2011, p. 8). Thus, Web 2.0 is essential to keeping real time information regarding customer satisfaction with the company’s products. Challenges in Applying Web 2.0 Technologies Sales and marketing place emphasis on the human connection. Web 2.0 technologies offer a virtual presence of human beings. People can interact online and participate in conversations that can otherwise be done person to person. Customers may feel that their feedback is not be taken seriously in online platforms. As such, they may desist from posting their feedback using Web 2.0 protocols. Moreover, customers may be not read the previous comments that may offer self-help information. Such issues render Web 2.0 technologies less useful. Another problem is that the company sells its products mainly to African countries where internet penetration is low. As indicated, Web 2.0 applications require Internet connectivity. Thus, they cannot be used in places where there is low connectivity. Despite the fact that some customers may access the applications, a good number may not, and hence the feedback may be skewed to favor customers with access to internet. Before the company decides to invest in Web 2.0 for knowledge managements, it should ensure that its customers have the capacity to use the service. Web 2.0 platforms may feature detrimental feedback from customers. In such situations, the company may delete posts and feedback that seem derogatory (Bebensee, Helms & Spruit 2011, p. 8). The implication is that the essence of the platform is reduced to marketing. Web 2.0 applications such as blogs and Ajax give the administrator the audacity to filter any content that does is not considered friendly. Hence, customers with similar problems may not find help by browsing the experiences of other customers. Hence, they must wait for responses from sales representatives who may take a longer time to offer a solution. Possible Options for Using Web-Based Tools in Knowledge Management Blogs Being a small business, the company requires affordable web-based tools to advance its interests. A company blog would be a good web-based platform to use. Blogs are effective knowledge management tools as they allow the interaction of all parties under the same platform. A blog is easy to create and requires less cost to maintain. Hence, TPMT can contract a web developer to design the blog in a manner that customers, agents, and the company can interact directly with each other. Developing and maintaining a blog can cost the company an estimated £1500 annually. The budget is reasonable for a small company like TPM Tools. In the blog, customers can leave feedback regarding commodities, the company staff may respond to any feedback. Most blogs allow saving of comments in the blog. As such, the customers can read the comments and sort their problems based on responses from the company in cases of common problems. Thus, the blog will enable the company get a direct link with customers and thus undistorted feedback. The information collected through the web-based tool is important for business decisions. The company can collect the data on the blog and use it for knowledge management purposes (Stillman & McGrath, 2008, pp. 426-427). Such purposes may include using the feedback to calculate or estimate the rate of satisfaction of customers, the common problems facing the customers while using the company’s products and also in analysing the general nature of its market. The company can also act on the negative feedback on the blog to avert customer flight and also attract more customers. The company can add the blog to its website. The Web 2.0 tool can be integrated into the website and provide a page for comments and feedback. However, this method may not appeal to all the customers. As noted in the overview of Web 2.0 technologies, access to the internet and knowledge on using the internet are basics for using the Web 2.0 technologies. Hence, the proposal of establishing a Blog is built on the assumption that all customers or a majority of them can access the internet. As such, the feedback tendered through the Blog should be enough to be used for knowledge management in the company. Live chats Online live chats can also be used by the company in knowledge management. Since the company has no capacity to establish distribution outlets in other countries. Distribution outlets would offer support services to customers. However, the web-based application can close this deficiency. Online live chats have taken shape as a leading method of solving emerging problems quickly (Liebowitz & Frank 2010, p. 325). The essence of live chat is that it gives the company a virtual personal touch with customers and agents. Live chats are installed on the root of websites and are supported as widgets embedded in the website. As such, users need to log into the website of the company in order to access the live chat. The widget ensures that the company gets feedback and queries from customers in real time ((Liebowitz & Frank 2010, p 325). Also, the company representatives can respond immediately to the clients and sort issues that arise. Moreover, live chat widgets allow saving of selected exchanges between customers for future reference. Live chat widgets are cheap to buy and maintain. Most widgets have prices tags that do not exceed £500 per year. There are many companies offering the service and hence the competitive nature of the service. A small company like TPMT can easily afford the amount and be guaranteed of better knowledge management techniques. However, the application calls for knowledge of web tools and internet navigation. Hence, this proposal is banked on the assumption that most customers and agents can access the internet Conclusion Effective knowledge management strategies are a recipe for success for the business. A business is heavily reliant on customer satisfaction, and hence it is imperative to get their opinions towards the products or services. A company with best practice takes into consideration the feedback from customers and takes it into account when making business decisions. TMM Tools Limited is a small company with a low market penetration. As such, it requires integrating the best methods of obtaining feedback from customers through cheap methods. Web 2.0 is among the most usable tool for knowledge management. As explained, they are cheap and engaging. Thus, the give more latitude for businesses and customers to interact and share vital information. References Bebensee, T, Helms, R and Spruit, M. “Exploring Web 2.0 Applications as a Mean of Bolstering up Knowledge Management” The Electronic Journal of Knowledge Management, 9 (1), pp1-9, available online at www.ejkm.com Liebowitz, J., & Frank, M. S. 2011. Knowledge management and e-learning. Boca Raton, FL: CRC Press. Lincoln, S. R. 2009. Mastering Web 2.0: Transform your business using key website and social media tools. London: Kogan Page. Stillman, L, & McGrath, J. 2008, Is it Web 2.0 or is it Better Information and Knowledge That we Need?’ Australian Social Work, 61 (4), pp. 421-428, EBSCOhost, accessed 27 April 2015. Tuten, T. L. 2010. Enterprise 2.0: How technology, ecommerce, and Web 2.0 are transforming business virtually. Santa Barbara, Calif: Praeger. Read More