Week 11 - Redesign Principle and Tactics II

Source / Reference:

1. El Sawy's Redesign Principles and Tactics (2001)

http://higheredbcs.wiley.com/legacy/college/turban/0471229679/add_text/ch09/el_sawy.pdf

2. Role of Information technology Implementation of Business Process Reengineering

http://www.anterron.com/cgi-bin/white_papers/docs/Role_of_IT_in_BPR.pdf

3. A. Albadvi (2003), "Customer Relationship Management (CRM)"

http://sharif.edu/~albadvi/Crmses4.pdf

Subject: 
How can processes be minded with Redesign Principles and Tactics?

Response:

The following three principles are minding the process which change knowledge management around the process:
 Principle 8:         Analyze and Synthesize

 Principle 9:         Connect, Collect & Create

 Principle 10:       Personalize

Principle 8, “Analyze and Synthesize” aims at creating more value through server tactics. Moreover, it reinforces the knowledge of users including customers.

Principle 9, “Connect, Collect and Create” connects the systems first and then find out the ways to collect the knowledge. At last, it generates a space to share the knowledge among all participants. It emphasizes the reuse of the knowledge directly and instantly.

Principle 10, "Personalize" means that adds the preference and habits of each participant to the process. For example, each participant may have an individual profile. With analyzing the behaviors of them, we can find out the preferences of them.

Further more, some findings can be found out from the concept of knowledge management. Knowledge management treats the knowledge as asset of company which can help individuals and groups to share valuable organizational insights to reduce redundant work and training time for new employees. Also, it can adapt to changing environments and markets. These are the similarities of objectives between process redesign and knowledge management.

Here is a real life example of company - Timberland
http://shop.timberland.com/category/index.jsp?categoryId=4238694

Timberland has redesigned the business process of designing the boots which allows customers to tailor-made their shoes instead of doing by designers of company.  First, customers first choose a particular style of their shoes.Then, they will customize the shoes and enter their size records.
  
Analyze and Synthesize
Timberland can collect the data about the popular boots style by generating sales statistics and collect opinions from their customers. Then, they can make the supply decision accordingly and make new designs of the shoes by referencing to these information.
Tactics used:

• Provide "what-if" capabilities to analyze decision options
• Provide "slice and dice" data analysis capabilities that detect patterns
• Provide intellgient integration capabilities across multiple information sources

Connect, Collect & Create
Since Timberland has to customized and ordered online, the company can have routes to access their customers' preferences and information, and build a well-defined knowledge repositories to maintain long-term relationship with their customers.
Tactics used:

• Define procedures to collect this knowledge

Personalize
This is obviously the most important advantage of all. The customization allows customers to indicate their own preferences by designing own boots. Besides, the company can also keep track of their customers' information, to analyze their purchasing behaviors and to promote products that they may be interested in.
Tactics used:

• Learn preferences of customers and doers of the process through profiling
• Insert business rules that are triggered by personal profiles
• Keep track of personal process execution habits