Lecture 11: Redesign Principle and Tactics II

 Reference
1. Addidas HK (2011). Retrieved from http://www.adidas.com/campaigns/miadidas-nonecomm/content/hongkong.asp

2. Addidas US (2011). Retrieved from http://www.miadidas.com/CustomizeShoe.action?ident=I1240520811987_ST&type=0

3.MingPao (2006). Retrieved from http://ol.mingpao.com/cfm/prod6.cfm?File=20060907/pra03b/adidas01.txt

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Summary of lecture
Lecture 11 continued to discuss the remaining three redeign principles. They are Analyze & Synthesize, Connect , Collect & Create and Personalize. These three principles aim at changing
knowledge management around processes. In this journal, I will use an example to illustrate the three principles.

                                                          Fig.1 shows the 3 principles and tactics

Principle 8 - Analyse&Synthesize
 It means business should improve the interactive and synthesis capabilities around a process which would be then value added. This principle is mostly applied to business like agents that have to make recommendation to customers by summarizing and analyzing the information.

Principle 9 - Connect, Collect & Create
 It means to capture intelligent and reusable knowledge around the process through all who touch it. The creation of knowledge repository through collecting the answer in the repetitive queries/FAQ can be used to illustrate this principle. The most suitable answer can be collectively derived from these knowledge creation processes.


Principle10 - Personalize
It suggests that business should make the process intimate with the preference and habits of participants, including customers and implementers. By repeating execution of a process, this will build up a knowledge repository of customers’ preference. Base on the information gathered and generated from the repository, the process can offer more personalized services to customers. Telecom companies can be applied to this principle. For instance, for the unlimited data plan, some customers may not be able to using that much data. The company can learn preferences of customers by profiling and keep track on their habits. Then they can provide the correlated recommendations to customers.

Example

The Mi Addidas Company
The Mi Addidas has redesigned the business process of designing the shoes which was usually done by designers, and now customers also had a choice to tailor-make their sports shoes.  First, customers first choose a particular style of their shoes, for example running shoes, sneakers and so on. Then, they will customize the shoes and enter their size records.
This BPR redesign has applied many of the principles we discussed in class. In the following, I will mainly talk about the three discussed in this lecture.

8. Analyze and Synthesize
The Addidas can collect the data about the popular shoes 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

9. Connect, Collect & Create
As the Mi Addidas 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

10. Personalize
This is obviously the most important advantage of all. The customization allows customers to indicate their own preferences by tailor-making their shoes. Besides, the company can also keep track of their customers' information, to analyze their purchasing behaviours 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