2Know Magazine: Sharing KM Knowledge
2Know: Sharing KM Knowledge
November 2015 - Magazine No. 194
November 2015 - Magazine No. 194
Written By Anat Bielski

The field of Big Data has been gathering speed in recent years. This field handles comprehensive data analysis (gigabyte, terabyte, and even more) intended to product insights regarding trends and optimization processes in the organization and is usually implementable in large organizations. For more on Big Data, click here.

One might ask: should small/medium-sized businesses (SMB), which harbor a smaller amount of data make use of Big Data services? The answer is: yes.

First, let's review what are the reasons that SMBs should use Business Intelligence tools:

A report from 2014 by Dresner Advisory Services showed that the main reason for small businesses to use BI is better decision-making abilities. Other reasons include: profit increase, attaining a competitive edge, increasing operative efficiency and improving customer service.

Nowadays, many small businesses analyze their data via Excel sheets. This method may be extremely slow and the results it produces may not be the results these businesses wished to reach.

How to implement Big Data in SMBs:

  • Even if the business doesn't have much information on its customers, there are data sources to which the SMB can connect. The business can connect to more general data on customers' preferences in its field by different demographic sectors. Furthermore, if a number of small businesses merge their databases into one it will produce more exact data. In some cases, small data can produce equally useful insights.

For example, if a small business in the field of tourism perform a trend analysis on its data (or general data of its respective branch) it can point to weaker sales periods and accordingly increase sales or advertise appropriate sales. Or if a business has a website with a lot of customer traffic, website-monitoring technology (e.g. Google Analytics) and attempt to produce insights from the received data.

  • Insights from social networks:

The social network includes a vast amount of data and information. Potential customers share data that may assist businesses in focusing their suggestions better; this data is shared on a daily basis. However, this data's disadvantage is that is scattered and unstructured. Nowadays, software such as HootSuite and Brandwatch enable analyzing data and identify trends and in turn make it applicable.

  • Improving products/services provided by the business:

Some businesses collect data on the manner in which clients use services/products. This is data from which businesses can learn of clients' various needs and desires. Whether it's a product or a service, the business should review what more it can offer its customers, be it a complementary product for which customers can pay or some sort of perk for current customers.


The fact that a large amount of data can be stored on a cloud for a relatively cheap price or purchase data vessels allows SMBs to store their various data related to business conduct.

Large companies such as SAS and IBM as well as smaller companies such as InsightSquare and Qualtrics provide tools adapted to SMBs. Using BI tools provides businesses with a competitive edge especially if these businesses target a wide audience over time.


When a SMB plans to purchase BI tools, it is better to first try more available tools (such as website-traffic and social networks monitoring tools) to better understand what types of insights should be attained. Furthermore, it must review the business's needs in order optimally to adapt the BI tools to the organization.










Written By Dana Neuman- Rotem

I have recently found myself stuck without water and electricity for 36 hours. I became even more frustrated when I realized no one knew when this nightmare was going to end.

As customers we expect our service provider to provide us with precise and reliable answers. This expectation is vital when in an emergency.

How do we get these service centers to provide us with precise and reliable information even when the company is experiencing a crisis or struggling with an emergency?

  1. Send call data:

Send data and a response to call representatives as quickly as possible even when the data is partial or might change.

Answering a customer incorrectly or with no real response to the actual situation can only make things worse. It is therefore better to supply representatives with data (even if partial) to provide the client with an answer.

  1. Short circuits:

In times of crisis or emergency, power is diverted towards answering clients. There is therefore hardly any time for long updates. Send short and updated data via pop-up messages, creating a designated space for ongoing updates and writing designated emails.

Make sure these information items share a uniform pattern and are sent by one party to avoid an overload of data from multiple parties, which can in turn lead to confusion and disorder. Data overload can also make matters difficult for the call representative.

  1. Hotline:

 open a hotline for questions from the field in order to learn of new situations and the difficulties they pose. Respond to these situations and send updated information to call representatives.

  1. Connect to the field:

In order to ensure that the data is implemented it is vital to sense the practical reality of the call center; be present at a call center or at least in direct communication with those present to learn of knowledge needs and other needs that are brought up during the shift.

  1. Feel the customer:

Listen to conversations to understand the customers' needs and how representatives sound during a conversation. Review whether the knowledge the representative is providing matches the organizational messages. Correct any false information and distribute it quickly.

  1. Marathon run:

In some cases, the crisis takes a while and it is therefore important to maintain the data. If there is no new data, correct mistakes made due to partial messages or gaps between the organizational message and the message customers actually received from the representative. Use various tools such as short frontal tutorials supported by presentations or videos, self-learning from tutorials or short knowledge quizzes as well as gamifying content can help our cause.

  1. Learning after the situation was handled:

After the crisis is long gone, it is still important to encourage a learning and data-transferring process. IT has been shown that an organization can learn from this situation, utilize the crisis to leverage future opportunities by learning lessons from the event.

This process includes summarizing the central events, review the organization's conduct and present conclusions. This is an excellent opportunity to review the knowledge gaps that appeared during the crisis and consider how they can be addressed in order to enhance the call center for future crises.


In conclusion, let us hope we don't encounter any more crises or emergencies, yet we can't ignore the fact that they too await around some corner. It is therefore vital to acknowledge them and be as prepared as possible.

The crises may catch us unprepared, but we can still manage our data correctly!



Grid- a work area that contains all the design's objects.

Free masonry- a grid layout based on placing elements in a vertical space.

When spreading elements of equal height on each column, designers tend to organize them first horizontally and only then vertically.



What about elements of different heights that are still required to stick to horizontal gridlines? In this case, the result is substantially less predictable.


This layout is called Pinterest. www.pinterest.com was the first large website to make use of this layout.

When is it best to use this layout?

Picture galleries- allows displaying differently-sized pictures.

Blog messages- for messages of varying text-length.

Although using this grid is considered old-fashioned and even wrong by some designers, pages designed using a correct and clear grid are undoubtedly readable and aesthetically appealing.

The Pinterest grid layout generates a fantastic UX, entices the user to keep on scrolling downwards and allows easy display of various items in a structured, logical manner. This array of columns is compatible with responsive design and enables flexibility when the window-size changes.







Written by Rom Knowledgeware
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