kudos aristotle: using ethos, logos & pathos to improve the xilinx customer experience
TRANSCRIPT
© Copyright 2015 Xilinx.
Dan O’ConnellCustomer Quality ManagerXilinx
Kudos Aristotle: Using Ethos, Logos &
Pathos to Improve Customer Experience
© Copyright 2015 Xilinx.
From
–“Your software is horrible and makes me sad”
To
–“I see you have really put in a lot of effort into
making this a great piece of software. I love you
Xilinx. Fan for life”
Page 2
Customer Experience
© Copyright 2015 Xilinx.
Pronounced Zy-links
World’s leading manufacturer
of programmable devices
50% Market Share
3000 employees
FY15 revenue $2.4B
Page 3
Xilinx Key Facts
© Copyright 2015 Xilinx.
Wide Range of Growth Markets
Page 4
Data Centers
Wireless HetNets
Nx100G Wired Networks
Vision & Connected Control
© Copyright 2015 Xilinx.
TiTimee
Hardware Block
Description
Intellectual
Property
Integration
Embedded Software
Integration
Programmable Chip Design Cycle
Verification &
ValidationDevice
Prototyping
Software & Design Tools
Chips
Page 5
© Copyright 2015 Xilinx.
Page 6
Customer Experience of Design Tools
Measure
Insight
Act
© Copyright 2015 Xilinx.
Page 7
© Copyright 2015 Xilinx.
1. Jesus
2. Napoleon
3. Muhammad
4. Shakespeare
5. Abraham Lincoln
6. George Washington
7. Aristotle
8. Alexander the Great
9. Thomas Jefferson
10. Henry VIII of England
100 Most Significant Figures in History
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“Aristotle Contemplating theBust of Homer”, Rembrandt
© Copyright 2015 Xilinx.
Rhetoric is the art of persuasion, the
goal of which is to move others to
take action
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3 Elements of Persuasion
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© Copyright 2015 Xilinx.
1. Ethos – Trust, Authority
Right questions, of right people, at right time
When?
• After significant action
Who?
• Design Tool Users
How?
• Simple Survey
• 1minute
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© Copyright 2015 Xilinx.
2. Logos – Logic, Reasoning
“Likely to recommend?”
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Automatic Root Cause Analysis
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Highest priority for Xilinx to Improve?
Quality
Tools crashed unexpectedly
Please share an example
3 Levels of Diagnostics
© Copyright 2015 Xilinx.
3. Pathos: Emotions, Beliefs
Engage audience's sympathies and imagination
Abstractions of logic into something palpable
Monthly Exec report of all customer comments
Page 14
© Copyright 2015 Xilinx.
“I’ve never been so angry about
any other software as much as
Xilinx's crap”
Page 15
© Copyright 2015 Xilinx.
“As Vivado has such a high
learning curve, I am going to look
into your competitor’s parts”
Page 16
© Copyright 2015 Xilinx.
“It is chalk and cheese .... I have
literally, ZERO complaints”
Page 17
© Copyright 2015 Xilinx.
Page 18
Insights to Action
Survey
Response
Tactical Strategic
What are patterns of frustration?
What new initiatives are required?
Decision & Execution
Categorise & Pareto
Clarification
Route
To
Experts
SMEs decide type of follow-up
Outcome of Follow-up Captured
© Copyright 2015 Xilinx.
Vivado Release Philosophy Change
Feature Driven Quality Driven
2012 2015
.1 Development .2 Development .4 Development.3 Development
Features and Large Scale Bug Fixing
Urgent Device Support and Bug Fixes
Asymmetric Release Philosophy
April JuneEarly
October
Late
November
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© Copyright 2015 Xilinx.
User Testing
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© Copyright 2015 Xilinx.
Action to Results
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Outcome: 60-pt NPS Improvement
© Copyright 2015 Xilinx.
To persuade people to move …
... remember Aristotle
–Ethos
–Logos
–Pathos
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Conclusion