OUR CHANGING WORLD: VIRTUAL MEETINGS AND ELECTRONIC TEAM DEVELOPMENT29 Computers and the Internet bring a double-edged ripple around the world. People at work are more sword to the workplace; while they bring together and more interacting with virtual team members people from around the world who would probably At IBM's intranet, one of the largest in the world. never communicate with one another, they also in they sometimes bring groups of more than 7,000 hibit genuine human interaction. Research indi together. IBM estimates that it has cut travel ex- cates that by 2010, 70 percent of people in the penses by $20 million a year through Web confer. United States will spend 10 times longer per day encing, interacting through computers. Though data are not Team development for virtual teams presents available worldwide, it is likely that the trend will some unique problems and opportunities. Virtual teams miss nonverbal communications such as tone LET YOUR FINGERS DO THE TALKING of voice and body posture. Since it is just as easy to Other companies are using a somewhat different communicate with team members in a country on the other side of the globe as it is with someone in approach. They are trying an unusual approach to the next cubicle, cultural differences pose another meetings, one that encourages frank talk (I've had enough-I'm looking for another job") and fast fin set of dynamics for team development. gers. The approach calls for networking 20 to 50 THE GENERAL ELECTRIC APPROACH personal computers around a horseshoe-shaped table. Participants sit at a personal computer and General Electric Co. is using computer-based col- type their messages for all to read. There is no talk laboration tools in a way that will change the way ing because all communication takes place through it works internally with its 340,000 employees and the computers how it interacts with customers and suppliers. The A computer program tracks and sorts the top- program will be worldwide, operating across 12 di- ics typed by participants. It then displays the mes- visions and thousands of suppliers and customers.sages on a central projection screen. The source of The goal of the program is to improve information the message stays anonymous. To make up for lost sharing for the company across geographic and cul- nonverbal communications, the sender can add tural barriers symbols to signify laughter, anger, boredom, and a The tools will immediately impact the way GE smile. At the end of the meeting, everyone gets a works with suppliers and customers GE's program printed synopsis. will electronically bring in customers and suppliers The electronic meeting is different from tradi- behind the firewalls that protect its computer sys. tional e-mail in that the participants are in the same tems to work as part of GE's internal project teams room, looking at one other over their computer One example of the system is at GE Industrial Sys- screens. No one knows who is typing what. The ap. tems. There the system supports about 500 projects proach can be brutally honest. One user says that involving 700 users in 300 teams. Partners will be the anonymity of talking through a computer turns working as if they're part of our team." said Chris even shy people powerful." Companies are finding Fuselier, who is general manager of technology at that they can get valuable, unfiltered information. GE Industrial Systems. We think it will change the Managers get feedback that can be threatening or whole paradigm of how we work with suppliers. It's insightful, depending on what the manager chooses going to get us a lot closer to our customers. They're to do with the information. Some managers have going to be more involved, more frequently. We'll taken improvement courses because of the feed- be much better able to meet their needs, and we back. think it will result in great customer loyalty." Even managers who shrink at the process give the meetings high marks for efficiency. When you COMMUNITIES OF PRACTICE AT PROCTER & have to type everything that is communicated, the GAMBLE process tends to cut down on chitchat. P&G has 7.500 people located in 20 facilities in nine found that the electronic meetings are as much as A study of IBM and the University of Arizona countries. Its researchers meet on a company Web site called "communities of practice" (COP), which 55 percent faster than traditional meetings, Phelps is a scheduled meetino devoted to a crecife cubiect. Dodge Mining Co. held its annual planning meet is a scheduled meeting devoted to a specific subject. ing electronically. Usually the planning session People get just as much credit for giving ideas as for takes days, but it lasted only 12 hours when held turning ideas into better products. The method has electronically resulted in divisions in different parts of the com- More companies, like Greyhound, Dial Corp. pany collaborating with one another to come up IBM, and Southwest Gas Corp, have tried the with new products. The home-care division came up meetings IBM is perhaps the biggest supporter of with a new product, Mr. Clean AutoDry, thanks to the idea. It has built 18 electronic meeting rooms help from the scientists in P&G's Pur water purifi- cation unit and Cascade scientists who know how and plans 22 more. Those taking part at IBM in- clude the chairman and 7.000 other IBMers. A pro- to get dishes to dry without spotting. Other new products that have come from COP include Glad ject manager at IBM says that the electronic Press' Seal (a super-sticky food wrap) and Mr. meetings have brought people together" who tra- Clean Magic Eraser (a spot remover). ditionally skirmished with one another. Though anonymity has its advantages, there are QUESTIONS also some drawbacks. People who are computer shy are reluctant to get heavily involved in the process, 1. Compare and contrast the methods used at and the participants have to be able to type. When GE.P&G, and the other companies. participants come up with good ideas at a meeting. 2. Do you think the approach where electronic the system of anonymity makes it impossible to give meetings are held in the same room could be them credit. used in an OD team-building session? If so, One participant at a meeting typed: "It's sad how? that we can't talk without sitting at terminals." 3. What do you see as the advantages and dis- advantages of virtual meetings