Case：Knowledge Management @ Accenture

KnowledgeManagement@AccentureTeam3KatiaArrusJonathanHayesCristianOrellanaJayBashuckySureshJayaramanAgendaCaseIntroductionTheoreticalBackgroundofKMCompany’sBackgroundKnowledgeManagement@AccentureStrategyandSWOTAnalysisKnowledgeManagementTechnologyMainissuesAnalysisandRecommendationsActualImplementationCaseIntroductionAccenturehadalonghistoryoffocusingonKnowledgeManagement(KM)AccenturefacedbudgetcuttingandheadcountreductionsMoredemandforKMPreparingthelaunchoftheKnowledgeExchangeT.Barfield(KMlead)neededtoproviderecommendationsforfuturedirectionWhatisKnowledgeManagement?KMcomprisesarangeofpracticesusedbyorganizationstoidentify,createanddistributeknowledge.Knowledgeconsistsof:personalknowledgeandexperiencepublishedmaterialspecificmaterialKnowledgeManagement“Aformofexpertisemanagementwhichdrawsouttacitknowledgemakingitaccessibleforspecificpurposestoimprovetheperformanceoforganizations”(Broadbent,1997)Itmustinvolvecapturingtheinternalknowledgegeneratedbyafirm–itsbestthinkingonproducts,customers,competitors,andprocesses–andsharingit.”(DiMattiaet.al,1997)WhyisKMimportant?RetentionofknowledgeHelpsorganizationsrepeatsuccessandpreventmistakesInanenvironmentinwhichtheinformationiswidelyavailable,thesuccessfulplayersaretheonesthatproperlyleveragethatassetKM-ITtoolsE-Mail,InternetIntranetDocumentManagementWorkflow/GroupwareImagingInformationretrievalsystemsElectronicpublishingsystemsDataWarehousingandDataMiningCompanyBackgroundOriginatedasafeasibilitystudyforGeneralElectricin1953ArthurAndersenimplementedautomatingpayrollprocessingatGEFormedasAndersonConsultingin1989Accenturewentpublicin2001CompanyBackgroundWon2006MAKEAwardOtherwinnersincluded:Apple,Google,Microsoft,PWCEmployees100,000(2005),178,000(2008)Consolidatedin47countrieswithheadquarterslocationIn2004ROIwasrankedfirstontheS&P500Accenture’sclientsinclude91oftheFortuneGlobal100andmorethantwothirdsoftheFortuneGlobal500CompanyBackground-CoreValuesStewardshipBestPeopleClientValueCreationOneGlobalNetworkRespectfortheIndividualIntegrityEconomicConditionsIn2002,theeconomywasinadownturnResultedinsignificantbudgetpressureonKMgroupManyseniormanagersleft;30%ofallKMmanagersleftorwerelaidoffPressuretooffshoretoreducecosts(IndiaandPhilippines)FocusonshorttermasopposedtolongtermKnowledgeManagement@AccentureStrongfocusonKnowledgeManagementFormalKMstrategyadoptedin1990Bymid90’s,thousandsofknowledgerepositorieshadbeenbuiltusingLotusNotesKMsystembecominginefficientStrategySessionAstrategysessionwasheldin2004GoalwastodeterminethefutureofKMatAccentureKnowledgeManagementStrategy:“Drivevaluefromknowledgetoenhancerevenue,reducecost,andfosterinnovation”KnowledgeManagementVision:“Tocreateaworldclassknowledge-sharingcultureandenvironmentthatcontributestoAccenture’ssuccess”KnowledgeManagementFrameworkSWOT–StrengthsSuccessfulcompanywithaglobalpresenceExistingenablers:KnowledgeExchange,myLearning,AccenturemethodologyInherentbeliefinrelevancyofKMCorporatesupportforKMfromCEOtoupperandmidlevelmanagementHistoricalsuccessofKMatAccentureSWOT-WeaknessesUnorganizedtoolsandtechnologiesintheKMinfrastructureDifficulttoshareandaccessinformationLackofownershipinKMareaFailingtocaptureknowledgeasemployeesleavethecompanySWOT-OpportunitiesIncreasedemployeeretentionandjobsatisfactionDecreasedknowledgedrainGreattoolfornewemployeesFurtherindustryleadershippositiononKMTurnknowledgeintoIntellectualCapitalBusinessOpportunitiesSWOT-ThreatsTougheconomicenvironmentNeedtodemonstrateROIIneffectivelyappliedcapitalShortprojectlifecyclesKMCurrentTechnologyImplementedLotusNotesacrosstheorganizationEveryBusinessunithastheirowndatabaseEachunitwasresponsibleformanagingandupdatingtheircontentLate90’sWeb-basedaccesswasenabledIssueswithLotusNotes–CurrentKMLackofusability–LessUserfriendlyLackofawarenessofsystemcapabilitiesandcontentInefficientsearchprocess–LeadtoduplicationofdocumentsLackofconsistencyindocumenttemplatesLackofcleargovernancestructure:responsibilityforthedocumentswasnotclearlydefinedProcedureswerenotinplaceformanagingthesystem(content/documents.Norecordsretention:archivalprocessinconsistentandverymanual)Everybusinessunitcreatedtheirownportals,andbytheendof2003,severaldisparatesystems/databaseswerecreatedCostofmaintenancewasincreasingIssueswithLotusNotes–CurrentKMNewKMTechnologyNewsystemwillprovideconsistencyacrossorganizationandwillsavetimeandmoneyformanagingthesystem.NewArchitecturewilleliminatethedecentralizedLotusnotesenvironment.ThenewarchitectureisbasedonMS–Sharepointtechnology.AccenturePortalKnowledge&ResourceschannelSearchBrowseCollaborateManagedtopicpagesIntentionpagesEmailSinglecentralizedknowledgecontentstore(fromenduserperspective)Contentfromothersources(myLearning,MethodologyFinder,MarketingCredentials,etc.)NewArchitectureNewKMTechnologyWillAddressspecificbusinessgoalsSimpleEnd-UserexperienceImproveSearchandBrowseFeatures–ConceptofMetadataCentralizedevelopmentandoperationsoftheAccentureKnowledgeandSimplifyco