| Case 1:Cognizant 2.0: Embedding community and knowledge into work processes | | INSY 444, Fall 2011 | | Submitted by: Ni Xiqin Oliver | | Oct 31, 2011 |

Table of Contents A. Introduction 3 B. Background 3 Industry: 3 Product: 4 C. Problems 5 D. Alternatives 6 E. Comparison between different alternatives and Recommendations 7 F. References 8

A. Introduction

Developed by Cognizant Technology Solutions, Cognizant 2.0(C2) is a corporate version of social media such as Facebook, targeting exclusively for the purpose of communication within organization and with potential customers. According to the company’s website, only Cognizant provides such seamless access to a worldwide talent pool, connected via a
A secondary problem is employees are uncomfortable with the idea of having a computer program giving them instructions. Before the arrival of C2, employees received processes and guidance directly from their managers. With the help of C2 that automating some activities, employees were moved to take some orders from their computers. The fact is most people think their computers should obey them, not the other way around. That is where the conflict arises. Furthermore, instructions from human tend to be more informative, personalized, empathetic and effective in contrary to the impersonal computer-generated voices. Managers can also better attend to employees’ inquiries, justify the situation and tailor to individual needs, all of which make human interaction more effective and enjoyable than human-machine communication. 2) external problem—Customers may not have the participative culture fit for the implementation and execution of C2.
The external problem emerges when Cognizant implements its C2 into a set of customers whose culture is not open and participative. A typical example can be drawn from participation rate of collaboration enabling tools. The conventional wisdom suggested that typically only one percent of online participants actively