Videndelingsteknologi: et casestudie af Nykredit Kundeservice

Nikolaj Holm Ostri & Peter Hvedstrup

Student thesis: Master thesis

Abstract

The purpose of this master thesis is to address the problem of utilizing knowledge through technology, while taking the unique requirements of a call center into account. To do this it is necessary to gain a firm understanding of how knowledge is produced and used within the organisation, which in turn has a huge influence on how the best suited system should handle and support knowledge sharing. Utilizing a combination of work from different researchers, we establish a theoretic framework which correlates key organizational parameters with two different knowledge perspectives – pragmatic and traditional epistemology. These perspectives introduce two different views on knowledge: Experience based knowledge that is difficult to separate from its owner and perception based knowledge which is possible to explicate and store (e.g. on an intranet). The theory describes both types of knowledge as being shareable, but the methods used in the process are fundamentally different. The framework proceeds to establish a method of uncovering and identifying the dominant type of knowledge within the organisation. This is done by analysing different organisational properties such as physical work environment, activities and IT-systems. By analysing these organizational properties it is possible to differentiate the dominant type of knowledge and link it to three generic categories of IT-systems: Information systems, Reference systems and Dialog systems. Based on the two knowledge perspectives, the term Codification Strategy combines the dispositions adopted by an organization in which perception based knowledge is the dominating type and where the products are predominantly mature and standardized. The Personalization strategy on the other hand is based on an organization dominated by experience based knowledge as well as products with a high degree of customization and innovation. The framework was used to analyse ykredit Kundeservice function as Nykredit’s single point of contact for customer inquiries via channels such as phone, fax and mail. By conducting a number of interviews and spending time in Kundeservice, it was possible to gather the empirical data on which the analysis was based. The analysis leads to the conclusion that Kundeservice employees are predominantly using perception based knowledge to support their customers, and this knowledge can be separated from the individual and shared. Based on this finding we recommend that Kundeservice employs a codification strategy supported by information systems which stores and distributes knowledge within the organization. Based on the activities in Kundeservice we see a clear advantage in pursuing codification by updating their IT-systems and at the same time making it beneficial for employees to codify and share knowledge. To sum it up this reports framework provides insight into different aspects of knowledge and how they relate to practical problems in a knowledge intensive organisation. By doing so we have provided Nykredit Kundeservice with an informed recommendation on how to improve the way they share knowledge.

EducationsMSc in Computer Science, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2009
Number of pages146