KM Journey v10Lyn Murnane, Manager CoE – Knowledge Management

Analytics and Insights, Australia Division ANZ

What are we going to chat about?• About Me• Some relevant KM stuff• 3 organisations, 4 examples

• Overview• Challenges• Outcomes• Measures

• Where might you start?

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About Lyn – I am not a risk taker!

I have worked here:• ANZ: March 2014 to present

• Manager CoE, Knowledge Management, Analytics & Insights

• IDP Education: October 2011 – March 2014• Knowledge Manager

• Telstra: Jan- Sept 2011• Manager, Knowledge Management

• FastTrack Software: Jul – Dec 2010• Knowledge Manager

• Medibank Private: May 2008 – June 2010• KM Business Consultant

• FastTrack Software: August 2005 – May 2008• Enterprise Support Lead• IT Trainer

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How I learn• Networking• KMrt• KMlf• MBIT @ RMIT 2008-2011• Conferences

• Learning Assembly 2014, presented 2015

• KM Australia 2014, presenting 2015

• Continuous Learning• Coursera.org (2014)

• Gamification• On Strategy: What Managers can learn

from Philosophy• Udemy

• Atlassian software suite and • Agile methodologies

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Roles and tasks

• IT Training & support • Technical Writing• KM Systems• Instructional Design• E-learning development• User feedback

• Knowledge Manager• KM Business Consultant• Stakeholder

engagement• Collaboration with SMEs• Social networks• Blog - genverbosity• Twitter - @boffin66• Networking• Communities of Practice

• KMrt• KMLF

Some KM related stuffWhat I have learnt so far

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What skills does a Knowledge Manager need?

• Customer / User Orientation• Leadership• Analytical Thinking and Decisive

Judgment• Communications• Facilitate sharing & collaboration• Teamwork• Learning and knowledge sharing

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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 2012 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!

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Knowledge Sharing data

Social Media Participants – a good alignment to measure knowledge sharing

Some real life examples

MedibankTelstraIDP Education

Successes and failures I have known before

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Medibank Private - 2004Implementing KM at MBP

EXAMPLE 1

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Medibank Private - OVERVIEW• Market share in PHI Australia

• 29%• Number of people covered

• 3.8 million• Total Revenue

• $5.9 billion• Total benefits paid

• $4.6 billion (84.8% of contributions)

• No. of customer transactions inbound• 3 million calls

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

http://www.medibank.com.au/Client/Documents/Pdfs/MPL_Annual_Report_2013.pdf

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overview• Medibank’s culture – the approach to

change• “Empowerment for the 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 “

challenges

Access to knowledge

Access to knowledge was confusing, inaccurate and inconsistent.

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Changes – Where to start?• 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

• Measured how• Average handling times• Staff turnover / retention• Helpdesk calls• Ex gratia payment savings

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Desired changes

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

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And Medibank’s KB was born• Max and Molly – 2 different KB instances

• Max was for customer facing processes• Molly for corporate processes and support

• Both named by staff in a competition• Buy-in through user participation in content from

previous processes• Sold using branded gadgets, stress balls, umbrellas etc

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Max 2009

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0

100000

200000

300000

400000

500000

600000

700000

800000

900000

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

04-0505-0606-0707-0808-0909-10

Outcomes - measures

Max / Molly / Intranet

Cost / Benefits

• 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 Costs –after pilot• 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.

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What worked?

• 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

• Team• Built by staff for staff

• Frontline engagement - focus groups (personas), super user group

• Competitions, surveys, road shows

• Brand – identity , stickers, soft balls, umbrellas• quick reference guides / materials

• Tool• good search, no complexity• met requirements• easy to use

Lessons learnt

• Resistance• Business experts & Management

engagement

• Approval process• subject matter experts took three

times longer than expected

• Training • self-paced workbook didn’t work

well for call centre / retail environment

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Measures - reports

• Users• Measure no. of times

users access certain items in KB

• Ensure participation by enforcing access to news items

• Content Audit• Review 6 monthly with SMEs

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Telstra

EXAMPLE 2

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Telstra – overview - 2011• Telstra had more than 10 ‘official’ KM systems• 100’s of unofficial tools including spreadsheets, personalised

web pages, databases etc

• 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 • Included some support for Telstra Business (Small Business)

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KnowHow - challenges• Observations • content / information verbose and not user friendly• marketing materials copy and pasted into web

pages• No collaboration• Feedback loop was sporadic and not transparent• No Governance, archiving or expiry of content

unless requested

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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

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Outcomes• Insourced team – 6 internal staff

employed• Governance model• Audit process• Expiry process• Writing style guide• Publishing style• New content management system

should have automated some of these processes

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measures

• Successes• Know How team won a business

innovation award in 2012• http://www.cio.com.au/mediareleases/15187/telstra-tops-bi-awar

ds/

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Other -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

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IDP Education PTY LTD

EXAMPLE 3

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IDP Education - overview• 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.

• Operates in 27 countries – 500 counsellors (Student Recruitment)

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Overview - OSCAR - 2010• Overseas Student Central Advice Resource• CRM implemented to manage the end to end student

application process

Student Enquiry Application Management Offer from Uni

Needed data about all providers (unis) and their courses

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ChallengesIDP 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

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challenges• 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

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changes• 2nd project to add more functions and fix issues• Support desk produced a tag line• We needed to give OSCAR some life (a persona)• Character and tagline born

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changes

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measures

OSCAR Connect Measures - last 90 days Result % Result Target Total Last weeka. Decrease number of staff not yet participating in OSCAR Connectb. increase adoption

Active Users 208 38% 70% of licences 550 210Creators (have posted) 48 23% 24% of active users 50Commentors 74 36% 33% of active users 77Inactive 342 62% 30% of licences 340

KB Reporting

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Current Measures 24-Jun 1-Jul 8-Jul 15-JulKB Logins (Adoption Report) 6038 5532 6239 8201Keyword Searches (Counsellors) 899 978 1401Weekly '0' Results 128 101 111Answers Viewed (Counsellors) 1644 1396 1573 1848Matching Sessions 1453 1566 1714 1307OSCAR Connect Views 511 364 136 143OSCAR Connect Posts 44 33 16 6OSCAR Connect Comments 216 97 35 28OSCAR Connect Active Users 87 70 50 49

Answers Viewed (Counsellors)

971 11

1575

7 839 10

1273

311

1610

2110

9011

00 1250

905 10

0816

8316

0214

5714

2614

0014

6519

9720

23 2109

1857 20

6015

8222

90 2521

2470

2820

2487 27

6323

7323

5723

3222

1522

2428

17 2997

2904

2864

2794

2658

2553

2243

2835

14-O

ct21

-Oct

28-O

ct4-

Nov

11-N

ov18

-Nov

25-N

ov2-

Dec

9-De

c16

-Dec

23-D

ec30

-Dec

6-Ja

n13

-Jan

20-Ja

n27

-Jan

3-Fe

b10

-Feb

17-F

eb24

-Feb

3-M

ar10

-Mar

17-M

ar24

-Mar

31-M

ar7-

Apr

14-A

pr21

-Apr

28-A

pr5-

May

12-M

ay19

-May

26-M

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Jun

9-Ju

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-Jun

23-Ju

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l14

-Jul

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4-Au

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All Users Keyword Search vs '0' Results Keyword Searches (Counsellors)

Weekly '0' Results

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Gamification at IDP??

• What??

Gamification:The use of game elements and game-

design techniques in non-game contexts

“For the Win” Kevin Werbach, Dan HunterWharton Digital Press - 2012

http://www.greenbookblog.org/2013/07/08/for-the-love-of-the-game-using-gamification-in-mr-as-a-complimentary-tool/

Some gamification examples you may recognise• PBL

• Points• Badges• Leaderboards

• Examples of extrinsic motivation• Not intrinsic so may well prove to be

unsustainable

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OSCAR Community

• More engagement• Ideas for improvements / additions• Discussion of issues• Share info

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How we got some 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

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Community Reputation • Depending on points accumulated, a different ‘bling’ icon is displayed next to a user’s name

By viewing the change in Member numbers, I could see who had changed from ‘lurker’ to participant.

Last week, I had 310 Members and only 1 new user so 7 people felt ‘moved’ enough to comment this week.

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Game results

TH 1 TH 2

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IDP IELTS

EXAMPLE 4

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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

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

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Overview - 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

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Challenge - A Knowledge base?• Support and queries managed by central team via email• How to give test centres the power to help themselves• Why should some wait overnight or over weekend for

response?

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changes• 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

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Outcome

• KB launched 27 June 2013• Feedback positive• 400 answers and growing• Participation from all sites not

just head office

And hey, I won an award!

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Where might you start?Looking at KM in your organisation

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ideas

• Start small• Pilot • User interaction

• Understanding gaps and pain points

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In Closing • “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

• 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

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Questions?