The focus of this case study is “The Intelligent Book”, a paper dealing with the hypothetical MBY Telephone Company. MBY has implemented an intelligent book format covering their service information manual, which includes all information a technician needs in the field. The advantages of a digital format include the ability to continually revise and update the information in order to enhance the productivity of the service technicians. Also, of particular importance would be the ability to amass data that could be researched. This research would lead to findings that would serve to further improve the processes and ensure a smoother operation overall.
Case Study: “The Intelligent Book”
Conducted for ICS 644
Jason R. Buie
Center for Information and Communication Sciences
Ball State University
Muncie, IN 47306
Email: jasonbuie@comcast.net
June 2006
Abstract
The focus of this case study is “The Intelligent Book”, a paper dealing with the hypothetical MBY Telephone Company. MBY has implemented an intelligent book format covering their service information manual, which includes all information a technician needs in the field. The advantages of a digital format include the ability to continually revise and update the information in order to enhance the productivity of the service technicians. Also, of particular importance would be the ability to amass data that could be researched. This research would lead to findings that would serve to further improve the processes and ensure a smoother operation overall.
1. Introduction
There exists a need to conduct usability studies at the MBY Telephone Company in determining the effectiveness and feasibility of maintaining or further developing an intelligent book. This intelligent book would contain the service information manual in digitized format that could be easily searched, referenced, updated automatically, and data compiled from the system-wide usage of this media manual.
In order to effectively undertake a usability study, it first becomes necessary to define the term usability. Usability is a quality attribute that assesses how easy user interfaces are to use. The word "usability" also refers to methods for improving ease-of-use during the design process.
(Jakob Nielsen's Alertbox, August 25, 2003 from http://www.useit.com/alertbox/20030825.html).
2. Research Methods
In the evaluation of this case study, we will answer three questions, as follows:
(1) What are the advantages and disadvantages of using an electronic versus print medium for delivering and working with documents/books/manuals/etc?
(2) In the digital environment, what range of information can be captured about documents/books/manuals/etc and their usage?
(3) What is the potential use of this information?
These questions are posed by Professor Bellaver in order to more effectively evaluate possible solutions.
3. Review of Literature
In thoroughly understanding the nature of the intelligent book, digitized media, and the field of knowledge management, it was necessary to review certain literature. This review included two texts.
First reviewed was the Harvard Business Review on Knowledge Management Of particular note in this work was the following quote that emphasized that technology must meet the needs of the customer, “…our future competitive advantage will depend not just on selling information-technology products to customers. It will depend on co-producing these products with customers- customizing technology and work practices to meet their current and future needs.” This is relevant to the situation with MBY where the brilliance of using the digital media will be to enhance and customize the technology to meet the customer’s needs. (Page 157. Harvard Business School. 1998)
Second in review was Knowledge Management Strategy and Technology. The structural processes involved and the subsequent use of the data gleaned are summed up well.
Further investigation and application of qualitative research into the human element of information technology deployment may give a different perspective about how system installations or upgrades could be handled and eliminate some of the user challenges associated with information technology.
(PAGE 73-74, Bellaver and Lusa. 2002)
There exists a great deal of information on the subject of knowledge management as it applies to the use of digitized media in the service industry. The summative context of the information entails that the global marketplace requires rapid changes in a company as technology increases and methodologies improve. One way to ensure this occurs in a rapid manner it with the utilization of the intelligent book.
4. Questions
(1) What are the advantages and disadvantages of using an electronic versus print medium for delivering and working with documents/books/manuals/etc?
The advantages of utilizing an electronic over printed medium for delivering and working with documents/books/manuals, etc are evident in light of the greater demands placed on a company in today’s marketplace. The global marketplace requires a constantly changing and evolving company that can keep pace with the “get it now” attitude of today’s consumer. An effective method for ensuring that a company is able to maintain the cutting edge or vanguard status is to utilize the electronic media. This type of media can be instantly updated universally to ensure that everyone worldwide always has information to the most recent and relevant data.
While the advantages are multiple and serve to make a good case for conversion, there exists a small but powerful disadvantage. The disadvantage to using the electronic media format is reliability. With the printed matter reliability is near 100% excluding the occasional loss of material. However, the digitized format will have breakdowns, glitches, and bugs that must be dealt with. This is an unavoidable occurrence that seems to plague all technology.
(2) In the digital environment, what range of information can be captured about documents/books/manuals/etc and their usage?
In the digital environment, the entire range of information can be captured about documents/books/manuals, etc and their usage. The entire range varies depending on what type of material is being looked at. Say for instance, a design drawing could be referenced, changed, and resaved with the corrected dimensions being forwarded to the master copy and redistributed to all technicians. While a manual could utilize printed text, design drawings, technical specifications, troubleshooters, order of operations checklists, and so forth.
The data that could be culled from the usage of these materials would include information about what pages were looked at, how long each was accessed, what designs/schematics were needed, if proper protocol/procedure was followed, what items were searched for, and quality checks for the technicians.
(3) What is the potential use of this information?
The potential use of this information would be to enhance and continually improve the company, the technician’s skill sets, repair effectiveness, and customer satisfaction. Through the management strategy of continuous improvement, all phases of the service call could potentially be improved upon through the use of digital media. The data compiled would allow for more effective organization of the manuals. Perhaps the most universally used pages would be included in a quick-reference page with links to the information. The most relevant data would be decided through knowing which pages the technicians used the most. This data would also allow for the retirement of information that was never accessed. The data would also provide a formative evaluation of what was working, what was clear to understand, and what could be improved upon.
The main database could even be linked with a customer response survey that could be filled out online to determine customer satisfaction with the performance of the technician, how helpful the technician was, and ultimately was the problem resolved. This information is mandatory in practicing the concept of quality as defined by customer satisfaction.
5. Conclusion
The advantages of changing over to digital media are too many to simply overlook or ignore. Many will hold steadfast, claiming the tried and true “hard copy” has greater reliability. While the overall reliability will be better with the digitized format because the focus is for total customer satisfaction, which can only be brought about by a process of continual improvement. With the digitized format, data can be acquired that can further be quantified and researched to see the “big picture” and take the necessary steps to remain competitive. The conclusion of this case study is therefore that MBY Telephone Company would experience enhanced customer service response with the conversion to digitized media format for all documents/books/manuals, etc.
References:
1. Jakob Nielsen's Alertbox, August 25, 2003 from http://www.useit.com/alertbox/20030825.html
2. Richard F. Bellaver and John M. Lusa. Knowledge Management Strategy and Technology. Boston. Artech House, 2002
3. Harvard Business School. Harvard Business Review on Knowledge Management Boston. Harvard Business School Press, 1998