From the business management point of view, managers need to lead the organizational learning, so that competitiveness in the market to improve, jump farther and higher than in the past, power comes from organization's knowledge management and innovation in the information society of the great environment, which require companies to establish systems of knowledge management to provide basic support.
1 Background
AT & T was founded in 1885, the company's source can be traced back to 1876, Bell invented the telephone in this influential event. The company's history for nearly 120 years, is committed to reform, quality and service. AT & T Inc. is a long history of traditional industries, and successfully transition to a knowledge-based industries, an important case. In order to develop a knowledge-based industries, from 1996-1997, the company spent nearly two years to construct a six knowledge of community development, to serve more than 2,600 global enterprise customers. However, two years is just a beginning stage.
2 Strategic Planning
For AT & T such as a long history of large companies, any change is very difficult, not to mention the great changes as the entire enterprise. AT & T, fully aware of the difficulty of the problem, first of all take into account the company's overall strategy, the new knowledge management system should be for the company's overall strategy, and should contribute to business continuity the transition to knowledge-based enterprises. Therefore, AT & T from the start, the company's senior leadership on the importance of this project is to fully understand and give great support, the company appointed as vice president of global services marketing Pat Traynor to full responsibility for this can be said that AT & ; T Corporation to establish knowledge management systems is taking the line from top to bottom.
The beginning, Pat Traynor made a "business transformation plan", which establishes the establishment of corporate "knowledge community" objective, namely to "knowledge community" to become the company's knowledge management system as the basic unit. In response to the company related industries, the rapid pace of technological change, ensure employees the ability to share information and knowledge, Pat Traynor selected products / services as a "knowledge community", rather than simply select the product or market. Thus, in AT & T Inc. has formed six major "knowledge communities": "Wireless communication community", "enterprise network community", "information community", "Video Center Community", "international service to the community," "Customer Business Manager community." Initially, knowledge of key members of the community by the Global Business Department, 50 professionals.
3 Strategy
AT & T Inc. in the "knowledge community" is a new concept to others to explain this new concept is very difficult, and most of the people did not believe that "knowledge community" to give them with to change. In order to ensure the smooth implementation of change can be, Pat Traynor decided to continue the line from top to bottom, for each community with a professional knowledge base of editors, and also appointed a full-time dedicated person in charge to ensure that work conduct and effective communication between project team.
AT & T's "knowledge community" to establish total has gone through three major phases:
(1) The founder of period: The period is also called "personal computer stage", mainly through personal computers to increase staff productivity, by e-mail to enhance communication and coordination between them, so that more people can experience for themselves knowledge management system to bring change. The main activities include building a knowledge community, knowledge of community members recruited. Can be seen as an internal "market oriented" activities, which have been made during the initial knowledge-sharing, but at this point of time and powers as members the difference between, as well as the lack of community resources, competition over resources among its members to share knowledge.
(2) Sharing time: The main activity is learning plan, overall planning meetings, a variety of community management and knowledge sharing seminars, are "community-oriented" activities. It was during this period, AT & T Inc. has changed the implementation from the outset, the upper line, as Pat Traynor found that "knowledge community" to continue its run down, so that all members of the community must be continuous communication, discussion, technology the speed of development is so fast that no one can separate deal with the problem, and customer problems and needs are so the more traditional staff training methods were too, Pat Traynor thought enable more people involved - - using the most basic to the development of community and abandon the planned community development, led by the company's vision and began to establish a "self-knowledge of the community." Rely on mutual help among the staff to directly address the issues raised by each other, freedom to share experience and knowledge, but also greatly improve the speed of customer response.
(3) Cooperation period: mainly refers to the establishment of "self-knowledge community" program, the strengthening of staff mutual aid among peers, experience of heritage, to build and strengthen the community's vision: "knowledge community" is all their own business in garden , that is, to "knowledge" as the community workers as entrepreneurs to manage the community.
4 to establish an interactive Knowledge Base
Establishment of knowledge management systems can not do without the support of IT technology, AT & T Inc. To ensure the "knowledge communities" in the smooth operation of the establishment of the IKE (Information & Knowledge Exchange) system. This will also reflect the company's "self-knowledge community" to support, Pat Traynor generally not involved in "knowledge communities" in the daily management, but to ensure to the community to provide adequate material support.
IKE is AT & T's knowledge base, AT & T Knowledge is the backbone of the community running. Each community's full-time editors, experts in all related discussions and communications, the misplaced, published, announced the most valuable information, thereby functioning as a knowledge community knowledge base. In the AT & T, almost every day, all employees at least twice using IKE, IKE system into the morning at work, before work once again use the average daily time spent on IKE system about 1 hour.
Knowledge communities and knowledge base have been established, AT & T to make up the two interact, that is some day to day operations to the community to carry out, through the knowledge base to ensure the mutual connection and communication. AT & T from a joint venture business, we can see, a weekend, when came the AT & T and British Telecom joint venture news, AT & T began the six knowledge activities in the community immediately. Initially, business leaders IKE website by e-mail and conference calls to communicate with the experts, while other employees can participate through the IKE system related issues. Was announced less than a week after the daily conference calls and IKE system continuously updated knowledge base (an average of 2 hours not updated), various knowledge communities do access the relevant knowledge to prepare, and the new world propose a new operating business plan, during the coordination of action, speed and the correct response is almost perfect.
In the past, such a large-scale business case, optical research, preparation time had to take several months or even longer, and now, IKE and knowledge through the community, the world's regions more than 10,000 managers can quickly get accurate information, from press releases to the analysis of the reaction and then to the external environment, all can be obtained from the knowledge-based systems.
From the above we can see, AT & T's IKE is far greater than the content covered by the contents of the knowledge base also includes professional editors, leaders and coordinators, teleconferencing, e-mail and other administrative support systems and, more importantly the knowledge itself is the backbone of the community, while, in turn, all members of the community of knowledge is relying on IKE, the two interdependent.
5 open knowledge community
Good knowledge management system, not just internal staff development and utilization of knowledge, but also good use of external knowledge, in this regard, AT & T is also very good. AT & T through the further opening up of "self-knowledge community" to make it an open knowledge community, has become the industry's use of customer knowledge model, knowledge management and the smooth extension of the "customer knowledge management", whose main job is to get customers demand for information, even if the customers often do not clearly know their own needs or are not good at expressing their needs.
By opening the "knowledge communities", AT & T even in areas where we can build "one to one marketing," First of all, the division of the community through the establishment of knowledge to determine target audience, and then into knowledge by clients build communities and customers an interactive learning relationship. IKE system in a "hot information" (hot zone) website, one of the important content is "Q" (Q & A), not only for internal staff to provide the necessary information, while an external customer or contact important window.
6 AT & T Knowledge Management in China
From AT & T that has a long history, culture, deep-rooted changes in the process of achieving business success, we obviously get a lot of useful experience.
(1) to establish a "knowledge community" importance, AT & T Inc. is the core of knowledge management "knowledge communities." In the information age is a serious social problem: individualism and communitarianism. Information technology to break the original boundaries, but it is giving new meaning to the community, communitarianism is becoming a trend, and the community more of a focus on virtual sense of community.
(2) the establishment of knowledge management must be supported by corporate executives, business leaders must first recognize the important value of knowledge management.
(3) knowledge management must be from the open, sharing culture as the basis, to achieve a multiplier effect, AT & T Inc. is the virtue of "entrepreneurship to organizational knowledge community" to break the cultural tradition of the original company to ensure that the community open to large enterprises in the internal build innovative community awareness and capacity to ensure a source of competitive advantage.
(4) vision, we should keep the operation to be pragmatic, must be considered from a strategic enterprise knowledge management, in practice really knowledge management systems to play a role. In the AT & T, IKE uses the second year after the end of its "Global Business Department," the turnover rate has reached double digits.
(5) importance of human values, in particular, the value of grassroots workers, by creating a good environment and system, AT & T finally realized the "self-knowledge community."
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