Reference:
http://whatis.techtarget.com/definition/0,,sid9_gci212997,00.html
http://www.ted.com/talks/lang/en/thomas_goetz_it_s_time_to_redesign_medical_data.html
Response:
This lecture focuses on minding the process suggested in redesign principles and tactics, including 1) analyze and synthesize, 2) connect, collect and create, 3) personalize, the process. The centralized spirit of minding process is to change the knowledge management around the process by controlling the collective intellectual assets around it. The summary of this topic is shown as follows with concrete examples and cases.
First, in the eighth principal, ‘analyze and synthesize’ means business should improve the interactive and synthesis capabilities around a process which would be then value added. For decision making process, ‘what-if’ strategy should be implemented to analyze the decision. Typical operation steps could be analyzed by systems. Besides, it should provide ‘slice and dice’ data analysis which means partition process into small parts or examine it from different point of view so as to understand it more. Furthermore, it should provide intelligent integration capabilities across multiple information sources.
Travel agency can be applied this principal that agents always need to analyze and summarize flight and accommodation information before raising travel route to customers.
In the ninth principal, ‘connect, collect and create’ means capturing intelligent and reusable knowledge around the process from relevant people. Tactics are defining procedures to collect the knowledge which is commonly used, and creating physical or virtual space for storing the knowledge such as build up a feedback database.
Online service providers can be applied this principal to create a knowledge repository. Due to some users may repeatedly ask about some kind of questions, the collected queries and answers can develop FAQ which helps new users learn and experience. It is kind of knowledge creation process.
In the tenth principle, business should make the process intimate with the preference and habits of participants, including customers and implementers. Tactics are learning preference of customers and implementers of process through profiling, inserting business rules that are triggered by personal profiles, using collaborative filtering techniques, and keeping track of personal process execution habits.
Facial companies can be applied this principle. They mark down the facial buying records to different individuals so as to learn their specific buying preference. The company can use a filtering technique to eliminate the unwanted facial packages in order to provide some recommendations when customers hope to join other packages. Business rules can be introduced according to customer profiles. For example, if customers are more likely to buy packages after trying the free facial experience. Then, the sales strategy can add more extra free coupon offers to customers with an objective of persuading them to buy more packages.
This video also mentioned an new idea of the personalized process of customer information. Due to behaviour change of clients, it is suggested specific information about people’s health is given by dentists. The information should connect to their lives which are giving them choices also. Therefore, the behaviour change can be well observed. Dentist should according to the behaviour pattern to suggest further information to clients for the feedback loop.
Here is a case study of ParknShop MoneyBack Programme. It completely applies the tenth principal of Personalize. Associated with MoneyBack Card, ParknShop can easily find the customer’s buying pattern so as to learn their commodity preference. Thus, personalized reward offers will be offered to customers and ParknShop can keep tracking of the buying habit of customers so as to well adjust the content of loyalty program.
There is one more case study of Dell inc. which offers mass customization. By offering customization of computer component, customers can choose what component they regard it as suitable. Different combination of installed software, service plan, accessories is selected by customers. There is a summary list of the component for customers. It is clearly seen that Dell applies the third principle of Mass customize to highly increase the customer satisfaction.
