4140 Measuring KM-APQC Article

Measuring Knowledge Management
Released August 2002

By Wesley Vestal
The American Productivity & Quality Center (APQC) conducted its first examination of knowledge
management (KM) at a Knowledge Imperative Symposium in 1995, at which time organizations were
simply trying to come to grips with the power of sharing and reusing knowledge for business purposes.
While KM has become a widely accepted business practice in the interim, companies still struggle to
measure the gains it purports to offer. As APQC begins its 10th best-practice consortium study in KM
(Using KM to Drive Innovation), measuring the success of knowledge management efforts still vexes
many organizations. An 11th KM study by APQC, which will kick off in the fourth quarter of 2002, will
focus on this critical component of KM.
Wed like to examine this topic and offer a preview of what the KM measurement study might uncover.
First, we will talk about the importance of measures. Second, well discuss why determining the return on
investment (ROI) of KM efforts is so important to the long-term viability of a KM initiative. Third, well talk
about one method to develop effective KM leading and lagging measures to help ensure that
employees are sharing and reusing knowledge to improve business processes. Finally, we will outline
how effective measures can foster the people and process changes necessary when embarking on a KM
initiative.
The Importance of Measures

In these budget-constrained, uncertain economic times, KM practitioners need to be able to show the
business value that knowledge sharing and reuse bring to their organizations. Most businesses use
measures to derive metrics that show performance or effort. Measures outline the information or data a
company or person wants to gather (for example, customer satisfaction, productivity of workers, or cost
savings). As APQC defines them, metrics are normalized quantitative measures usually used to gauge
operational performance or resource allocation such as cost per square foot, invoices per full-time
employee (FTE), or production run time. When an organization builds effective measures and tracks
metrics around knowledge sharing, then tracking the success of implementation, identifying key
milestones, and showing return on investment become possible.
There are two things that all organizations should keep in mind as they develop measures and metrics.
First, it is extremely difficult to create any measure of knowledge sharing that will show an absolute oneto-one correlation between a knowledge-sharing action and a business result. Much like measuring the
success of training and development programs, measuring the impact of knowledge sharing requires
correlation and some assumption. Second, to truly understand the impact of knowledge sharing and
reuse, an organization must first understand the baseline business or process performance before
beginning KM efforts. If you do not know where the starting line is, how can you say what your time is at
the finish line?
ROI is critical
One of APQCs adages has long been that organizations should not expect to see a significant ROI from
KM too quickly. ROI takes time to gather due to the complexity of understanding the impact that people,
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process, content, and technology have on knowledge sharing, and subsequently, the business. Many
senior executives embark on the KM journey by taking a leap of faith because they understand that
sharing and reusing knowledge just makes good business sense. However, the price tag of aligning
people with tools, content, and processes that facilitate knowledge flow is not small. In the late 1990s,
when IT money seemed to flow ceaselessly, many organizations had the leeway to work through many of
the growing pains of establishing KM without the strict cost pressures we see today. Now, management
needs to understand the value of each investment and weigh it against the potential gains from other
change efforts. Showing ROI for KM is critical. Many KM programs use both success stories and
measures to develop this ROI case.
APQCs best-practice research indicates that most organizations spend hundreds of thousands, and in
some cases millions of dollars buying and implementing technology tools, publishing and validating
content, developing people and expert resources, and redesigning work processes to support more
efficient knowledge sharing. In a recent Ziff-Davis article on KM, Prudential Insurance highlighted its
efforts to build a KM system to support its sales force. "The software cost less than $500,000. Creating
new content and organizing existing information ran another $500,000. In the financial world, where
regulations and products change continually, keeping the information up to date-with high-priced lawyers
reviewing material for compliance-turned out to be an expense itself: roughly $300,000 per year."
Many organizations have turned to storytelling and anecdotal success stories to show the value of the
investments made in KM. Stephen Denning of the World Bank has written a book on the power of
storytelling, and companies like Xerox, Chevron, and Schlumberger all have worked to create a virtual
coffee bar where success stories are told. However, while stories help to personalize the effects of
knowledge sharing, many managers want proof. That's where effective measures and metrics come in.
Sir John Brown, CEO of BP, uses the following example when explaining BP's KM initiative: "Every time
we do something again, we should do it better than the last time. Deep-water drilling is a good example.
In 1995, we spent 100 days drilling a deep-water well. We now spend 42." This is a good example of
developing a story out of metrics. BP knew how long it took to drill a deepwater well before it began
systematic knowledge sharing and measured the time after implementation. The result is a story that
people can relate to and numbers that people can believe.
So now that we've said that measures and stories are good ways to show management the return on
investment of KM, what ROI should you expect? Each organization is different, but based on information
from a handful of best-practice organizations, ROI for KM investments ranges anywhere from 2.5:1 all the
way up to over 10:1. (This figure is an approximation.) The following table shows several organizations,
their KM value proposition, KM approach, and results (with investment and ROI in bold). In some
instances organizations did not reveal their initial investment but did delineate results; all noted that they
are receiving more from sharing knowledge than they paid for the capacity to do so.
Organization
Target Value Proposition
Approach
ChevronTexaco Reduce operating costs, improve CoPs, facilitate transfer

operational excellence, improve of best practices, People
safety
finder
Results
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Two billion dollar

reduction in annual
operating costs (1991 v.
1998)
$670 million came from
refining best practices.
Total investment of more
than $2 million (total
figure unknown)
Dow
Chemical
Provide faster access to

information, improve
information management,
improve sales leads
Content management,
communities of practice
GE Plastics
Decrease customer service

costs
Customer portal, customer

knowledge repository
Shell
Create a single,
global company
Reduce cycle time
"Too Fast to Follow"
BP
Know-how:
A brand attribute; ability to
innovate and execute faster
and smarter than competitors
Global Networks
(CoPs)
New ways of working
Letting the new guys
into "Old Boy"
networks
Transfer of best
practices
Networks, Peer Assist, AARs,

Retrospects, Technology VP
support, Operations Value
Process
Schlumberger Knowledge in the hands of

employees and customers
CoPs, InTouch KM system,

intranet, extranet, content
management
Page 3 of 6
Increase number of sales

leads
Increase in new product
sales
Improved customer
satisfaction scores
CM investment of over
$3 million for start up,
$8 million annually.
Number of test chips
created decreased from
4.2 to 2.7
Average reduction of 4.5
hours per color match
Savings of $2.25 million
per year
Total investment
unknown
$200 million/yr cost
savings
Reduced number of wells
Increased facility uptime
Reduced design and
planning errors
Total investment of
approximately $4
million
$260 million cost
savings/yr cost savings
Reduced number of wells
Increased facility uptime
Reduced design and
planning errors
Total investment
unknown
$200 million cost savings
95% reduction in time to
resolve technical queries
75%reduction in updating
modifications
Total investment of
approximately $20
million
Cap Gemini
Ernst &
Young
Faster revenue growth, lower

costs
CoPs, central KM managers,

content management
IBM Global
Services
Revenue growth, industry

leadership
COPs, knowledge managers,

Intellectual Capital Management
System
Ten-fold increase in revenue with

only five-fold increase in
employees
Best Buy
Bring creative new solutions

to market faster, shorten the
learning curve, lower costs
Portal (RetailZone), Employee

Toolkit, Communities of
Practice (retail and services)
400 percent increase in

service revenue
Time savings of $24
million in 1997
Approximately $750K to
start up, $750K annually
to maintain
1.5 percent increase in
gross margin
Sold 4.2 units/store/day
more in pilot stores
3 percent drop in damage
claims
Paper reduction savings
of $250K/yr
Total investment of
approximately $3.5
million
Data gleaned from APQC's "Successfully Implementing KM" (1999)", "Managing Content and Knowledge" (2001),
and "Retaining Valuable Knowledge" (2002) benchmarking studies.
Measures should help you manage the implementation of your KM initiative.

There are several commonly used measurement types that organizations have implemented to gauge the
success of their KM implementations. What are they and how do you create them? Leading measures
show feedback about how KM implementation is going. These allow managers to monitor activities while
there is time to adapt or change the situation. These include inputs to a system, activity within a
community of practice, benchmarking information from other organizations, and success stories. These
can result in metrics such as number of best practices shared, number of people with knowledge sharing
as an objective, or number of Web site users. Lagging measures are the target and show, in retrospect,
how implementation has affected the business. These are output and outcome measures that show
things like number of sales won, productivity improvements, time savings, or revenue gains.
Because KM is an enabler for other business processes, you should start developing measures by
gaining a clear understanding of the critical success factors for the area of business being supported by
KM. Pull together a cross-functional team that represents the business area(s) you are trying to support
with knowledge sharing and reuse. Have the team identify critical pain areas or areas of strategic
business focus as starting points. Then, using critical success factors such as cost, quality, or cycle time
as starting points, discover what makes that process work (or not) so you can measure changes. Next,
identify two to three input or activity measures that will help you determine whether or not knowledge
sharing is impacting that process. Think about number of best practices shared, number of unique hits on
a knowledge base, or number of unique users as starting measures and customize to your own business
situation. Then, identify two to three output or outcome measures that show what the goals of knowledge
sharing within that business process are. Remember to keep the end in mind and constantly ask yourself,
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"What are we trying to accomplish?" Are you trying to sell more? Are you trying to provide more complete
solutions? Are you attempting to decrease the amount of time spent preparing proposals?
After identifying your leading and lagging measures, work with the process owners to ensure that your
measures hit the mark with what they are trying to accomplish. Before moving ahead, test the measures
with several end users for a reality check. Measures should be simple, easy to understand, and focus
peoples' energy where you want it-improving business processes.
Finally, ensure that you can actually track your measures in an efficient, effective manner. If it costs you
more to measure the results of knowledge sharing than you would gain, it is not worth it. Try to tap into
any current measurement sources possible-ERP systems, database queries, dashboards, or the
balanced scorecard are all places to start. Remember that you need to be able to measure the current
state (or baseline) of the process before applying knowledge-sharing processes. This will help you gain a
clear picture of how things work today so that tomorrow you will know what you accomplished.
Measures help to change behavior

As any internal process consultant can tell you (or any rank-and-file employee, for that matter), new
business processes require behavior change. In the early days of KM, many organizations failed to
realize that building a great technology tool was not going to automatically make employees change their
behavior. However, now that Internet, e-mail, ERP and CRM systems, business process redesign, and
strategic planning have made their way through countless organizations, management has begun to
realize the importance of human behavior on making business process changes. Measures can help to
drive this behavior change by focusing employees' efforts on specific goals. This bell curve diagram
below from the Jan 2001 issue of KM Magazine (based on APQC best-practice research) shows that the
importance of explicit KM activity measures over the five Stages of ImplementationTM increases as
knowledge activity ramps up.
Over time, organizations should diminish their dependence on KM activity measures as people become
more accustomed to sharing knowledge (Institutionalization). As people learn to work in a new way,
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measures should focus more on business results and less on knowledge sharing activity, i.e., output and
outcomes are more important.
Because people will manage their time and resources to hit defined goals, it is vital that you choose the
right measures. Three to five measures should be the most you attempt to roll out because employees
have a finite capacity to manage time and effort. Einstein said he could manage no more than seven
variables at a time, so keeping the number of measures underneath that benchmark probably makes
sense!
KM measures should act as a dashboard to help you understand where to make changes in your KM
implementation. Very few organizations get everything right the first time they roll out a KM program.
Appropriate measures will help you manage the implementation to see where you should adapt, improve,
or change. Likewise, all managers and employees like to have a goal in mind when they begin, so your
measures should help you understand when and where you have been successful at bolstering the
business you're in. So, as you begin your journey (or continue the journey already begun), consider how
you are measuring the success of your KM initiative. Remember to focus measures and KM on critical
business issues, identify several leading and lagging indicators, measure current state performance, test
your scheme with people who will be affected, and use the results to help guide implementation and
identify key milestones.
Copyright 1994-2002 APQC. All rights reserved.
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Measuring Knowledge Management

Released August 2002

The Importance of Measures

Target Value Proposition

ChevronTexaco Reduce operating costs, improve CoPs, facilitate transfer

Two billion dollar

Provide faster access to

Decrease customer service

Customer portal, customer

Networks, Peer Assist, AARs,

Schlumberger Knowledge in the hands of

CoPs, InTouch KM system,

Increase number of sales

Faster revenue growth, lower

CoPs, central KM managers,

Revenue growth, industry

COPs, knowledge managers,

Ten-fold increase in revenue with

Bring creative new solutions

Portal (RetailZone), Employee

400 percent increase in

Measures should help you manage the implementation of your KM initiative.

Measures help to change behavior

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