BUSINESS SCHOOL

BACHELOR OF HUMAN RESOURCE MANAGEMENT

SEMESTER JANUARY 2021

CBKI 4103
KNOWLEDGE MANAGEMENT

MATRICULATION NO :    920811145564001
IDENTITY CARD NO. :    920811145564
TELEPHONE NO. :    017 - 3462546
E-MAIL :  [email protected]
LEARNING CENTRE :    SRI RAMPAI, WANGSA MAJU
 TABLE OF CONTENT

ACKNOWLEDGEMENT………………………………………………………………..………..i

INTRODUCTION: WHAT IS KNOWLEDGEMENT MANAGEMENT...

………………………………………………………………………………..1

JOHNSON & JOHNSON VISION CARE:

AN OVERVIEW BASED ON
KNOWLEDGE MANAGEMENT
PERSPECTIVE……………………………………………………………………………….2 – 3

KNOWLEDGE MANAGEMENT APPROACHES IN

JOHNSON & JOHNSON VISION CARE FOR BETTER
CUSTOMER SERVICE EXPERIENCE………………….…………………………………..4 - 5

CHALLENGES IN IMPLEMENTING
KNOWLEDGE MANAGEMENT IN
JOHNSON & JOHNSON VISION CARE………………………………………………………..6

ACTION BY LEADERS TO ADDRESS THE CHALLENGES FACED BY

JOHNSON & JOHNSON VISION CARE………………………………………………………..7

CONCLUSION……………………………………………………………………………...…….8

REFERENCE……………………………………………………………………………...………9
 ACKNOWLEDGEMENT

I am eternally grateful to Allah SWT for with His blessings, I was able to complete my
assignment, although it is imperfect and was done in a rush. Only He knows how hard it was for
me to crammed in a few hours of my weekend to do this, being the proficient procrastinator I am.

I would like to thank my family members, especially my parents who always reminded me that
learning and studying part-time, though a humongous challenge, I must persevere as this is for
my future. I’ve been stuck in my degree for a few years now because I kept failing some of the
subjects, but my family never lose hope in me. All the naggings really helped.

Thank you to my lecturers for always being there (although I honestly never attended the online
lessons. Biggest excuse is because I am tired of my daily work, that I find weekends are my only
escape and I cannot fathom the fact that I must sat through a few hours to go through online
classes. I just could not do it). I sincerely apologize for NEVER being present in any of the
online classes. I’ll try to work on it.

Finally, thank you to the dearest person who is marking my paper. I am really, truly sorry you
must read through this sorry piece of document I dared to call ‘assignment’. I have tried my best
completing this daunting task within a few hours before deadline. I am nothing but thankful and
again, apologies for what you will be marking in a short while.

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 INTRODUCTION: WHAT IS KNOWLEDGEMENT MANAGEMENT

What is knowledge? Knowledge is what one learns or seeks throughout the entirety of
their lives, either by informal or formal education, training, or apprenticeship, and it will stay
with that individual until the end of their days. Without knowledge, one cannot perform their job
efficiently, thus rendering them incapable of completing any tasks given. There is a saying in
Chinese proverb, that is “Give a man a fish and you feed him for a day. Teach him HOW to fish,
and you feed him for a lifetime. This is to say that, a person can only do so much while being
spoon-fed by others, but with the right information, instructions and knowledge acquired, they
are able to perform efficiently and effectively, if not outstandingly.
In this assignment for CBKI4103 Knowledge Management, I am tasked to discuss what
is knowledge management, by understanding it’s approaches, challenges, and technology.
According to Hildreth & Kimble, 2002, the term “knowledge management still suffers from a
high degree of ambiguity. Although there are no agreed definitions at the current, based on this
module, we have opted to adapt the view of knowledge management (KM) offered by Sallis and
Jones (2002), which have viewed knowledge management as “a systematic method for manages
individual, group and organizational knowledge using the appropriate means and technology.
Based on the readings I have made on knowledge management, in my understanding, it is
a way of managing the data, information, assets and resources we have at our disposal
systematically and efficiently, with the help of technology. We need knowledge management as
an accessible system; a portal which could be accessed by everyone within the organization, and
by clients or potential customers for them to get to know us. Nowadays, with the advancement of
technology and ‘the world is at our fingertips’, knowledge management is very crucial as people
are moving on speedily, and they need information instant with a click of a mouse. For an
example, placing orders online. Organizations that have good knowledge management able to
give customers or clients instantaneous information like menu, range of popular products,
products with good and bad ratings, so that customers will not need to spend so many times
online as they do when they are at the physical store.

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 JOHNSON & JOHNSON VISION CARE: AN OVERVIEW BASED ON KNOWLEDGE
MANAGEMENT PERSPECTIVE

The company I have chose is Johnson & Johnson Vision Care (JJVC), a company where I
am currently working at. Like its name, JJVC SG specializes in the care of sight, customer-
oriented and supply-chain. At Johnson and Johnson Vision Care, they are united in their
aspiration to partner with eye care professionals and help more people around the world preserve
and restore sight for life. Their vision is to help people see better, connect better and live better,
whereas their mission is to bring science and sense sight to life through world class innovation
and customer experience. As per mentioned earlier, our main business is through supply-chain,
like all other Johnson and Johnson products. The Customer Representatives will receive and
process orders from their customers, namely Eye Care Professionals (EPCs) and will send or
inform orders to the warehouse for packaging and delivery. The Customer Service
Representatives in this industry act as the middle-person between the client and the warehouse,
to ensure that the orders are processed correctly and efficiently, and to be delivered by the
warehouse to respective clients accurately and in a timely manner.
The reason I have chosen JJVC SG is because it has a lot of contact lens products ranging
from spherical, astigmatism, transition lenses and contact lens care products, and still coming up
with newer product ranges to suit the market’s taste. As it is among the popular contact lens
brand in Singapore, I believe JJVC SG should have an expansive data, information, survey, and
researches done to cater to the demographic requests. They also have an online platform which,
acts both as information to the company, and for the customers to place their orders online,
without the hassle of going through calls and waiting for the Customer Care Representatives.
As JJVC SG has 2 types of customers, one being the Eyecare Practitioners and another is
the end users, JJVC SG has developed 2 types of websites. For the Eyecare Practitioners, they
may place their online order and also request for exchanges through AV Online –
www.jnjvision.com Whereas for the end users, they may go through MyAcuvue app -
www.acuvue.com.my , a portal and a mobile app which they can track all of their contact lens
expenses placed through the eyecare

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practitioners, access to a plethora of information about Johnson & Johnson contact lens products
they would be interested in before placing the orders through the Eyecare Practitioners.
I believe online platforms and mobile app are also a kind of knowledge management hub
that internal and external users may use to access to specific information faster. The vast
information that has been sorted out, may be filtered by the users instantaneously to obtain the
desired information needed.

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 KNOWLEDGE MANAGEMENT APPROACHES IN JOHNSON & JOHNSON VISION
CARE FOR BETTER CUSTOMER SERVICE EXPERIENCE

According to Holsapple & Jones, 2004; Call, 2005, knowledge as a resource, has to be
managed from the following perspectives,: delivered at the right time; available at the right
place, present in the right shape, satisfying the quality requirement and obtained at the lowest
possible cost. For customer-service oriented business such as JJVC, knowledge management is
one of the important aspect in the business as they have numerous products and brands to
introduce to the customers, with one of the aim is to make it easy for clients and customers to
access the information, quickly and at no cost incurred as they are able to access the information
as long as they have any devices with internet connection.
As JJVC also collaborate with local hospitals, eye clinics and shops, they are able to get
more feedback from the Eyecare Practitioners on the common eye prescription or issue that the
demographic has. For an example, by knowing the most bought prescription and products, JJVC
is able to focus on producing more on demand prescriptions, rather than producing all
prescription entirely all the time, which may lead to expiry for the products that are not bought
by customers. Besides that, collaboration with these entities will give more information to JJVC
as they would know the right product, prescriptions and able to supply according to the market’s
demands, such as adding more feature to the lenses, or enhancing it with better material to ensure
comfortability.
Knowledge management will also help in improving the communication between JJVC
staffs and customers. The marketing department of JJVC may use the online platform provided
to advertise the ongoing promotions and new products, and the advertisements were also done on
social media platforms such as Facebook, Instagram, Twitter and etc through social media
influencers. Individuals may also be a channel for knowledge management as these individuals
will be briefed before promoting the products, thus acting as an Advocate for the company. This
can save time as marketing department staffs does not necessarily have to go to promote on their
own, as potential customers can search for the information online.
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Lastly, knowledge management in JJVC also provides mutual learning and support. The
customer-service industry employees come from different education background and they
acquire diverse working experiences. Through internal knowledge management and available
training programs, this allow customer service employees to discuss and share their opinions and
practices to obtain resolution. The everyday experiences are a valuable sharing as it can help
others to resolve any problem they might face while dealing with customers.
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CHALLENGES IN IMPLEMENTING KNOWLEDGE MANAGEMENT IN JOHNSON
& JOHNSON VISION CARE

As knowledge management in JJVC is mostly dependent on technology such as social

media and online sharing, there might some challenges in ensuring the information can be
accessed by internal and external users. As the Eyecare Practitioners may still directly call or
email the customer care team for further information, there is a challenge in motivating people to
use the online platform to obtain their information, place their requests and to keep track of their
orders. Furthermore, if the complaints, requests, and suggestions were received through phone
channel, there are some after-noises as the customer care representative may not be able to get
the information correctly.
Besides that, to keep up with the ever-changing technology. When it comes to the
technology, we are using such as laptops, mobile phones, tablets and etc, there will be new
updates to the devices that will sometimes not work with the online platforms. As a developer,
JJVC will need to be alert and ensure the online platform is accessible on all devices. For
example, if an Eyecare Practitioner is trying to search for a suitable product for their customers
at night, if their mobile devices or laptops are not able to access the online platform due to lack
of update, they will need to wait until the next morning by calling the customer care
representatives directly. Although there are no major consequences in this, this will make the
customers feel as if there is no need to go through online platform in the first place.
Keeping the shared information up to date and accurate is also one of the challenges.
Valuable input given by the Eyecare Practitioners and customers such as which products they
prefer, which eye prescriptions is commonly requested will need to be updated regularly, and this
need to be routinely updated and verified.
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ACTION BY MANAGERS TO ADDRESS THE CHALLENGES FACED BY
JOHNSON & JOHNSON VISION CARE

To ensure external users are motivated to use the online platform, managers may inform
the customer care representative staffs to proactively call and enquire if the Eyecare Practitioners
require assistance in navigating through the platforms, as some users may lose their interest if
they found the platform is not user friendly enough for them, which usually happens to first time
users. By letting the external users know that we are interested in their feedback and would like
their input in our platform, may encourage them to explore, or contact us if they require further
explanation on some of the features on the online platform.
To reward active users is also one of the ways to overcome the challenges as without
these users, you may not get informational feedback or helpful suggestions to improve the
knowledge management platform. By rewarding the active users, they may also attract potential
users and customers to join in the community. Choosing who to reward is a challenge, but
managers may set a specific number of login time, purchases, or condition to deem a user is
active or not.
To keep up with the ever-changing technology is important, by ensuring the releases and
application updates are done frequently, and to instill a sense of urgency within us. To always
check with the social media team, IT department to ensure the application can run smoothly on
all platforms. Changes and updates to technology is indeed a tirade, but this will open doors for
opportunities and will eventually benefit the company in the long run.
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CONCLUSION

Knowledge management has become increasingly important to organization, such as

customer-service oriented business. Having an effective and efficient knowledge management
system will not only benefit the users, but it may also generate revenue, ensure continuous
collaboration with prospects, increase productivity, and also promotes innovation.
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REFERENCE

BOOKS
1. CBKI4103 Knowledge Management, Dr Mohd Syazwan Abdullah
2. Working Knowledge, Thomas H Davenport, Laurence Prusak

WEB
1. 15 Issues in Knowledge Management - https://stangarfield.medium.com/15-issues-in-
knowledge-management-1190e2d4537e
2. Sophia Knowledge Management System Poised for ROI at Johnson & Johnson -
https://searchcontentmanagement.techtarget.com/news/4500252596/Sophia-knowledge-
management-system-poised-for-ROI-at-Johnson-Johnson
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