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CRM
Case Study - Knowledge Management Revisited:
Post launch of Market Insights Strategy, KPMG
Grace Cordell – Head of CRM Europe
Wednesday 14th May 2008
My Background . . . .
Since April 2006 I’ve worked for the professional services firm KPMG where I have
held a variety of mainly project-based roles in the area of Knowledge and
Information Management.
My current role is European Head of CRM. I’m responsible for developing a unified
CRM strategy to support the newly created European firm and am focussed on
information access projects aimed at a joined-up, simplified approach to knowledge
and information provision.
Prior to joining KPMG, I worked for Capital Consulting, a Recruitment Process
Outsourcing provider and was responsible for developing their research and service
excellence capability.
Previously I spent time with Spencer Stuart and TFPL in both research and clientfacing roles.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
1
KPMG . . .
MARKET INSIGHTS
Information
Access
CRM
Market
Segmentation
USERS
DATA
Competitor
Intelligence
Research
MARKETPLACE
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
2
Knowledge Management Strategy
Culture +
Process +
Content +
Technology
People
contribute
to
knowledge
bases
embedded
in core
processes
consistent
with
strategy
‘just-in-time’
delivery
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
3
The tasks . . .
What we had:
 Numerous research products listed by name with access links
What we wanted:
 A Research Portal that would act as an enabler for the development of a full
User Interface which could be shaped by the User login, to stream the
required desktop tools to suit the users role and work requirements.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
4
The vision
 To ensure that systems connect and inter-relate, it was the intention to specify and
own the architecture around the User Interface requirements. In order to be in a
position to materially influence the way in which systems are designed, built and
used.
 The critical path required a ‘DIY’ approach to research, giving the user access to rich
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information. To achieve this, a heavily biased front end was deployed that was
indifferent to the connectivity requirements behind it relying instead on the
architecture to dictate compatibility.
 All systems brought to the User community designated as Desktop Tools.
 No user requirement to differentiate between those systems which are in house and
those which are bought in or externally hosted.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
5
Content selection criteria

Tools selected to meet the operational needs of the business and the user community, where
85% or better functionality is provided ‘off the shelf’. It was not be the intention to improve on
the fit of such tools through in house development

Tools expected to comply with the architecture and to be laid out in a manner that eases user
access and reliance and reinforces brand experience

No user requirement to differentiate between those systems which are in house and those which
are bought in or externally hosted.

User Interface monitoring and assistance, which will allow for Administrator intervention to
assist users by remote access or voice guidance

It was not the intention to use an offshore facility to provide this functionality but to work with
internal ITS to ensure that full benefit be gained from using the Microsoft platform.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
6
Why we thought a portal would provide the answer:

A single platform where all information about a topic is brought together
 Simple access to a wide range of information sources

A means to avoid information duplication

A catalyst for business development activity
 Information available 24 x 7
 Up to date information
 A mechanism to link our existing knowledge base
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
7
The Project Plan
This Project was consisted of 2 elements
The Research Portal which was to be rolled out in 3 phases,
1. Consolidation of the current offering.
2. Auto configuration of the tools to suit the user login.
3. Personalisation of the tools to suit the individual and the ability to ask
open questions.
The second element (though running in parallel) was the implementation
of a SharePoint Platform, being the introduction of a configurable
interface to allow for closed user groups and streamed content that can
be driven toward the user. It was hoped that this element would have
been delivered within the same timescales.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
8
Example project plan slide
Project
phase
Workstream
Time
PHASE 1
Consolidation of the
current offering
Single
point
entry
PHASE 2
Auto configuration of the
tools to suit the user login
Training
Pages
October 2006 – April 2007
Working
with
Vendors
PHASE 3
Personalisation of the tools to
suit the individual
SharePo
int
Platform
Single
Sign On
Project
May 2007 – October 2007 November 2007 – Present Day
KPMG-Europe
formed
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
9
The Market Insight Portal – phase 1 . . .
Recommended resources
for common tasks –
designed to help users
who are unfamiliar the
research tools available.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
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The Market Insight Portal – phase 1 . . .
Before accessing the
product, information
regarding the source
is displayed , there
is a choice of either
a link directly into the
tool or training
material with may
help the user.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
11
The Market Insight Portal – phase 1 . . .
We tried to
recommend
resources for the
specific KPMG
sector.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
12
Training . . . .
A proliferation of trainers, co-ordinators and facilitators exist to support the
systems within the business, it was the intention to collapse all of these into
one group. This group would be able to train and support all desktop tools in
one of two ways;
1. Deployment, remedial and new users
2 Advanced usage and personalisation
It was hoped that a module could be added to the National Induction to allow
new users to be trained on the particular desktop tools that they would be
likely to use in their everyday jobs.
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
13
Branding of Products . . . .
We worked with PI and
a number of other
Vendors to co-brand a
various tools to
enhance the user
experience and
acceptance.
Co-branded with
KPMG & PI logo
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
14
Future Technologies . . . . .
Instant messaging
SharePoint
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
15
What changed?
KPMGE – formed in October 2007 …..
Consolidation of research capability across Europe LLP
European IT Integration – SAP ERP Project
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.
16
Presenter’s contact details
Grace Cordell
KPMG LLP (UK)
Grace.Cordell@kpmg.co.uk
© 2007 KPMG LLP, a UK limited liability partnership, is a subsidiary of KPMG Europe LLP and a member firm of the KPMG network of independent member firms
affiliated with KPMG International, a Swiss cooperative. All rights reserved. This document is confidential and its circulation and use are restricted.
KPMG and the KPMG logo are registered trademarks of KPMG International, a Swiss cooperative.