You have been assigned by the company CEO to create a Community of Practice (CoP) to help the sales department. One of the CoP objectives is to use knowledge management approach to transfer sales knowledge from those who are expert in selling (senior) to the new sales staff (junior). Write the short proposal based on the following:
1.Explain in detail one of the fundamentals of knowledge management by referring to knowledge as practice.
2.Draw a roadmap on how to create CoP for the sales personnel to practice knowledge management.
3.Discuss on setting-up a sales expert knowledge portal with the latest technology.
4.Finally, justify the implementation of CoP in the sales department.
==========================my answer===========================
1.0 Introduction
Today,
knowledge management(KM) changing so fast expansion. It occurs in tandem with
the rapid development of information technology. As we know, in the early 90s
knowledge learned through books and reading materials, and students need to
meet with a teacher or facilitator.. But the situation is very different at the
present time where social media, digital forum, sharing knowledge directory and
on-line conference the choice of each individual to share knowledge..
All
people involved in sharing their knowledge and expertise regardless of their
age have. Each individual is willing to share knowledge anytime and anywhere
using a medium based on information technology. Sharing knowledge at present is
like no boundaries of time and place anywhere in the world. In other words, the challenge there is not
a method to obtain knowledge, but a heavier challenge is how to ensure that
knowledge in each individual shared efficiently to other individuals.
Among
the ever shared expertise is in the areas of sales expertise. Many successful
individuals in the fields of sales due to their hard work and based on the
experience gained by them. Thus, the experience they have in fact made
available to other junior staff. If knowledge sharing is not drained
properly, it would be detrimental to the individual and thus indirectly
detrimental to the company..
Extracted
from unc.edu, they define Knowledge Management as “Knowledge Management (KM) refers to a multi-disciplined approach to
achieving organizational objectives by making the best use of knowledge. KM focuses
on processes such as acquiring, creating and sharing knowledge and the cultural
and technical foundations that support them.” Based on the definition above, we can conclude
that without KM we will lose a lot of business opportunities far better in front
of the eyes. This is because the knowledge possessed by individual expertise
can not be shared with other individuals.
In
this assignment, I will explore one of the ways to practice knowledge sharing
through the Community of Practice (CoP) to help senior staff in the sales
department to train and share knowledge and experience to the junior staff.. “CoPs
are groups of individuals with shared interests that come together in person or
virtually to tell stories, to share and discuss problems and opportunities,
discuss best practices, and talk over lessons learned (Wenger, 1998; Wenger
& Snyder, 1999).” KM in this context will focus on
how to enhance the ability of junior staff knowledge of how to use seniorr
staff expertise specifically in the field of sales.
2.0 Fundamental of knowledge as practice
Knowledge is something very subjective possessed by
each individual. Each person has their own knowledge and advantages that are
not available on others.. Knowledge cannot
be gathered in a group to be the main source. This is because it will not
germinate and grow. "Knowledge
management is a discipline that promotes an integrated approach to identifying,
capturing, evaluating, retrieving, and sharing all of an enterprise's
information assets. These assets may include databases, documents, policies,
procedures, and previously un-captured expertise and experience in individual
workers (Duhon, 1998) " . Based on excerpts from Duhon, we can
deduce knowledge is a discipline in which each person needs to talk and share information
they have to each other. Looking from the organization, knowledge is an
activity that runs indirectly result from the minds of individuals who are
around it.
In general, knowledge is
divided into three, namely tacit
knowledge, Explicit Knowledge and
embedded knowledge. All three of these have
the purpose of knowledge and understanding different. However, all this knowledge
is shared and practiced
daily routine by
individuals or groups directly
in everyday life. Further analysis
on all three are
shown below.
2.1 Tacit Knowledge
In the context of tacit
knowledge, it is a lot associated with attitudes
and personal discipline
naturally. Therefore, it is very difficult for
this kind of knowledge
documented or shared
writing. “Tacit
knowledge is found in: the minds of human stakeholders. It includes cultural
beliefs, values, attitudes, mental models, etc. as well as skills, capabilities
and expertise” (Botha et al, 2008). Therefore, to ensure the possibility of tacit knowledge can be put into practice to others is a way to talk
and share information verbally. For example, a
programmer can amend the code of programs written by her, but it was
impossible for him to document
what he was
rolling on the
program code. With this, the
conversation is one way for others to take
knowledge from the
programmer the ability to change
the program code.
2.2 Explicit Knowledge
Explicit knowledge is like
a real knowledge
in our daily activities.
This knowledge is
closely related to the facts which
may be written, stored and
retrieved when needed.
For example logarithm is one Explicit knowledge.
2.3 Embedded knowledge
“Embedded
knowledge refers to the knowledge that is locked in processes, products,
culture, routines, artifacts, or structures “(Horvath 2000,
Gamble & Blackwell 2001). Embedded knowledge management initiative is to make
something work on
a normal routine.
Both tacit and
Explicit knowledge is combined to achieve this
goal. This is because the embedded knowledge, there
is knowledge to be documented and there is
also a need to be
delivered through a conversation
or speech.
3.0 Roadmap to create a Community of Practice
(CoP)
Figure 1.0 below
is a roadmap for the
implementation of the CoP effectively. There are 5
stage starting from
the beginning of the process until the process of sustainability
Roadmap for the
implementation of the CoP
Description:- Start up - The process of explaining the importance of CoP to juniors and seniors involved. In this stage also described the main purpose created CoP.
- Design - The process of developing CoP strategy and determine the appropriate method of implementation. In this stage is the process of identifying the resources required, the risks present and obstacles will arise.
- Implement - CoP implementation through the involvement of senior and junior in the field of sales. It also aims to identify the implementation of the CoP in a more structured and systematic.
- Improvement - Adding CoP performance and identify problems faced by junior and senior staff. At this stage, the feedback obtained as a result of the third stage in the process of implementation of the CoP.
- Sustainability - Ensure CoP implemented continuously and has the support of all employees. Ideally CoP became a tool for information sharing culture.
4.0 Setting-up the sales expert knowledge
portal
4.1 Online Digital forum
Creating an online forum based portal web-based.
Web-based forum has some advantages where all users can access the forum no
matter where they are. As long as there is internet connection, they can access
the forum for asking questions or provide suggestions and feedback. This forum
can be broken down into several categories as appropriate such as:
4.11 Knowledge Storage.
An information category space saving tips and
secrets of success senior staff in the sales field. This space maintained by
senior staff and it can be accessed or read by all members including junior
staff without being able to change the content. The information in this column
can serve as a reference all the time to the junior staff. In fact, they can
collect and make a digital book that can be carried ass.
This forum space also can store the information of
each senior experience. Experience available to senior staff can be stored in
digital form on the portal, and they can look at using the forum search engine.
Useful information on seniors experience can be stored using the Case-based
reasoning (CBR). Information is stored according to the expertise and
experience of seniors in the forum database. It can be accessed by similar
cases experienced by junior
staff. Problems encountered may not be the same but it can give the
impression and idea to find a solution to
the problems faced by junior staff.
4.12 Information and knowledge sharing space.
This space allows registered individuals to share
information. Senior staff will act as a facilitator and guide other junior
staff in achieving sales targets set by the organization. They will be two-way
communication where questions and answers can take place between senior and
junior staff on-line in the forum. In this way, the focus will be more junior
staff to share things about the needs and problems of their clients.
4.2 Mailing List
Methods mailing list is very simple to use. It is
very popular in the past. The company can create a group mailing list for
junior sales staff. When there are useful tips or advice to be conveyed, senior
staff can send an email to email groups of junior staff. However, this method
seems to be a one-way communication. That's because junior staff just waiting
for some tips or secrets served by senior staff via e-mail to them.
4.3 Sosial Media
Social media such as Facebook
and Twitter is
an excellent platform used for knowledge
management. Community within an organization can share information in real time. However, social media is not the ideal place
to be a central
repository of data knowledge
and experience because there is no
such storage offered
by the platform manufacturer.
Thus, the community can share information only
and is not to get
information from the
media.
4.4 Teleconference & Videoconference
Tele or video conference provides an opportunity for community members to interact
virtually. Knowledge management conference can
solve problems and foster mutual cooperation between individuals and groups. Knowledge can
be communicated and practiced either from
individual to individual
or individuals to
the group.
5.0 Implementation
of Community of Practice (CoP)
There are some things that should
be given to why the community of
practice should be established for the transfer of knowledge held by senior to
junior. Among them are:
5.1 Increase the confidence level of junior
staff.
Mostly junior staff
have extensive experience in the field of sales. Many
of them are just learning the ins
and outs of selling in theory only. So
when facing a
real situation, they are nervous
and not confident
to perform the duties as a salesman and subsequently failed to carry out its
duties. Existence of the community
of practice can help these people by way of sharing knowledge about
the basic aspects of becoming a salesman so they are
better prepared.
5.2 Learn
faster than from the experience.
Humans naturally learn a
lot from the experience. However,
not all the
knowledge gained from experience.
It can also be obtained through a virtual partnership
or verbal. For
example, senior staff can share their experiences with junior staff to guide
or lesson to them
through the community of practice. In this way, the
junior staff can learn more quickly without
studying it through their own experience.
5.3 Increase
sales revenue exceeded the specified target.
Tips and secrets
shared through the channel community of practice can
help junior staff
increase their sales
revenue. In fact, it is possible in certain
circumstances they are more
successful than their senior staff. As we
know, every company
involved in the sale are very sensitive to the performance of
their sales. So, this is very important to keep
the sales performance among junior staff that
can give profit
to the company. Thus, the community of practice (CoP)
is established for
the purpose of proper knowledge
management and managed wisely.
5.4 Quickly
recognize the new and old employees.
Apart from the purpose
of maintaining the company's sales gains. Community of
Practice can also get to know
each other foster between senior and junior staff. They will
interact and in
turn more quickly recognize
each other make the
tasks to be performed in groups
much easier to do.
5.5 Foster
respect for the junior to senior.
Besides getting to know each other
very quickly, very desirable community of practice
created because it
helps to foster respect for the
junior to senior staff. When there is mutual
respect, will be more harmonious working environment and thus indirectly benefit
the management of high moral work among their employees.
6.0 Conclusion
In general community of practice
has been used by us
in our daily tasks.
Just that it might happen without us
realizing it. For example, when new staff would like to use the photocopy
machine. More senior
staff will provide
guidance without going through formal
learning process. This is one of the
practices that we do without even realizing it or planned in advance.
The important thing to keep in mind when
designing the CoP is in the process of identifying sources of knowledge, identify
problems that prevent and identify risks
faced. This process is central to the success of Community of Practice to
be established. If this level can be
refined and completed in depth, then the next
stage of the implementation
will be easier that led to the success of the Community
of Practice established.
Refferences
https://www.ntt-review.jp/archive/ntttechnical.php?contents=ntr200807sf5.html
http://www.hcme.com.my/hcmev2/index.php?option=com_content&view=article&id=197:knowledge-management&catid=58:artikel&Itemid=297
http://www.unc.edu/~sunnyliu/inls258/Introduction_to_Knowledge_Management.html
http://www.slideshare.net/haitan/modul-1-knowledge-management-fundamentals
http://www.knowledge-management-tools.net/different-types-of-knowledge.html
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