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Evolving a Knowledge-Driven Global eServices Model

Evolving a Knowledge-Driven Global eServices Model. John Fronius Director, Knowledge Systems Customer Support Division May 23, 2006. So…What is EDA?. The Electronic Design Automation (EDA) industry provides the design software used to create all of the world’s electronic systems.

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Evolving a Knowledge-Driven Global eServices Model

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  1. Evolving a Knowledge-DrivenGlobal eServices Model John Fronius Director, Knowledge Systems Customer Support Division May 23, 2006

  2. So…What is EDA? • The Electronic Design Automation (EDA) industry provides the design software used to create all of the world’s electronic systems. • It is time-critical technology used to design the most complex system-on-chip (SoC) semiconductors & printed circuit boards. • Mentor Graphics has been an EDA industry leader for 25 years with annual revenues over $700 million. MGC eServices Model, May '06

  3. EDA: A Market of Markets • Mentor Support: • 3 Support Engineers • “Pick up the phone” • Paper tracking forms • Apollo workstations & Aegis operating systems MGC eServices Model, May '06

  4. About Mentor Customer Support • $250M+ in support revenue • 450+ Support Professionals Worldwide • One Unified Global Support Tracking and KM System • 14 Support Centers in 4 Global Regions  • All SCP Certified  MGC eServices Model, May '06

  5. In the Beginning…1983 • Mentor Support: • 3 Support Engineers • “Pick up the phone” • Paper tracking forms • Apollo workstations & Aegis operating systems MGC eServices Model, May '06

  6. A Decade Later…1993 • Mentor Support: • 187 Support Engineers • Reactive support • Separate systems in separate regions • Hardcopy Customer Support Bulletin • Beginning of Electronic Services: • Modem support line & initial Web access • SupportNet E-mail MGC eServices Model, May '06

  7. 1993 - Electronic Access • SupportNet - Email • Open and review call logs • Query TechNotes • 3500 users • SupportNet - Web • Retrieve patches, Support-Bulletins, Application Notes • Transfer design data • 497 users MGC eServices Model, May '06

  8. 1993 Support DeliveryEmphasis on Timely Phone Contact • Response • Resolution • Relationships Customer requests assistance DirectConnectSM Coordinator Customer Support Engineer MGC eServices Model, May '06

  9. 1993 – 2000Focus on WW Operational Excellence “The Only 5-Star Support in EDA” MGC eServices Model, May '06

  10. 21st Century Business Drivers • Everything happens in “Internet Time” • Online support expectations set by B2C • Make Services a competitive differentiator • Increase mainstream revenues • Margin pressures • Do more with same or less headcount • Globalization of the workforce MGC eServices Model, May '06

  11. Mentor Support Business Drivers Revenue Adoption Drive with Reinvest Savings Margin Deflection /Prevention Drive with “SupportNet is the Engine that Creates Capacity” MGC eServices Model, May '06

  12. 2006: Driving SupportNet 1st All Customers Preferred Path Others SupportNet Top Accounts SupportCenter Coordinators Priority given to web-opened Service Requests Worldwide CAE Team MGC eServices Model, May '06

  13. Welcome to SupportNet! MGC eServices Model, May '06

  14. Search All Content Types How-To & Tutorial Movies ProductDocumentation KnowledgeBaseTechNotes MGC eServices Model, May '06

  15. Documentation How-Tos & Tutorials K n o w l e d g e S y s t e m s Customers Field/Divisions 3rd Parties InfoHub within Products SupportNet: First Line of Support AppNotes White Papers Partner Content KnowledgeBase & Call Tracking Knowledge Management Processes MGC eServices Model, May '06

  16. SupportNet The Self Service Mandate Source: Customer Contact Council Research Make self-service better and customers will choose to use it Build it and they will come Drive customers to self-service MGC eServices Model, May '06

  17. Phase I LEARNING • Initial experimentation • Executive sponsorship • Startup “Project KCS” • Acquisition of tools • Content standard defined • Initial publishing workflow introduced • Internal capture & reuse with Primus • Incentives to create content • “Solve a problem once, worldwide” Mentor’s KM Timeline Phase III LEVERAGE Phase II LAUNCH High Maturity Level Low ’00-’01 ’02-’04 ’05 MGC eServices Model, May '06

  18. Phase II LAUNCH • Rollout to customers • Focus on quantity • Maximize reuse • Contributing Editor role • Processes vary by team and region • Competing priorities • 5-Star Phone Support • “Try to find time for KM“ • Call deflection  reinvest • Ad hoc customer feedback • Call / KB integration • Kanji Knowledgebase • Google  InQuira Search • “Biggest Brain” promotion • Additional content types Mentor’s KM Timeline Phase III LEVERAGE Phase I LEARNING Phase I LEARNING High • Initial experimentation • Executive sponsorship • Startup “Project KCS” • Acquisition of tools • Content standard defined • Initial publishing workflow introduced • Internal capture & reuse with Primus • Incentives to create content • “Solve a problem once, worldwide” Maturity Level Low ’00-’01 ’02-’04 ’05 MGC eServices Model, May '06

  19. Call Back As Needed Which Way is North? Customers Preferred Path SupportNet Tom Floodeen, VP & GM Mentor Graphics Customer Support Worldwide CAE Team MGC eServices Model, May '06

  20. Phase II LAUNCH Phase III LEVERAGE • Rollout to customers • Focus on quantity • Maximize reuse • Contributing Editor role • Processes vary by team and region • Competing priorities • 5-Star Phone Support • “Try to find time for KM“ • Call deflection  reinvest • Ad hoc customer feedback • Call / KB integration • Kanji Knowledgebase • Google  InQuira Search • “Biggest Brain” promotion • Additional content types • 5-Star Web Support • Proactive Investment • Create CAE capacity • WW focus & metrics • Individual  WW Team • Managing customer access to support • Full-time Knowledge Managers • The “RIGHT” content Accurate/Relevant/ Timely • Diverse Docs, How-Tos, Tutorials, AppNotes • Integrated KM tools • Multi-language support • Robust Analytics • Direct customer feedback • SupportNet Redesign Mentor’s KM Timeline Phase I LEARNING Phase I LEARNING High • Initial experimentation • Executive sponsorship • Startup “Project KCS” • Acquisition of tools • Content standard defined • Initial publishing workflow introduced • Internal capture & reuse with Primus • Incentives to create content • “Solve a problem once, worldwide” Maturity Level Low ’00-’01 ’02-’04 ’05 MGC eServices Model, May '06

  21. Knowledge Sharing = Leverage • Content is used many times, 1:MANY • TechNotes, Documentation, How-Tos & Tutorials • Creates capacity for higher value, more proactive activities • Strategic Account Support • Customer Training / Onsite Visits / CAE Learning • Proactive Product Division work • Knowledge Management MGC eServices Model, May '06

  22. KM Functional Roles Knowledge Managers Knowledge Analyst WW CSM WW CSM WW CSM ~ 15 Contributing Editors CE CE CE CE ~ 25 CAE Support Team Authors & Reviewers CAE Support Team Authors & Reviewers CAE Support Team Authors & Reviewers CAE Support Team Authors & Reviewers CAE Support Team Authors & Reviewers ~ 250 MGC eServices Model, May '06

  23. Success Measures • Deflection • Traffic and usage • Content feedback • System reliability • Survey results • Annual set of key goals • Creation of bandwidth • Growth in revenue, flat headcount and call volume MGC eServices Model, May '06

  24. SupportNet Survey Worldwide - Q1 2006 “Success” means customer stated their goal for the visit was met. MGC eServices Model, May '06

  25. WW SupportNet Usage Sessions • Key Drivers of usage: • release downloads • troubleshooting • SupportPro emails Unique Visitors ’05 Results: >29,000 Unique Visitors >260,000 Unique Sessions MGC eServices Model, May '06

  26. GOAL = 41% Opened via SupportNet by December 2006 Service Requests Opened via SupportNet April - 35.91% MGC eServices Model, May '06

  27. Mentor’s Investments are Iterative 2001 2002 2003 2004 …2006 New Search Platform SupportNet Projects Entitlements Infrastructure >40,000 Registered Users Defect Tracking, Email Notifications Customer KnowledgeBase Launch New Service Request System Knowledge Mgmt. Begins Established “First Line” goal Mass Reg. Program Acquisitions KnowledgeBase Marketing Launch: Biggest Brain Contest MarketingProjects Reg. Clean up MGC eServices Model, May '06

  28. Critical Success Factors • Executive sponsorship and alignment • Active change management • Focused awareness campaigns (internal & external) • Intuitive user interface, robust search (internal & external) • Integrated workflow for call tracking, capture, author, publish • Reliable infrastructure • The “Right” content: Accurate, Relevant, Timely • Success measures • Align goals and metrics with needed behaviors, make visible • Direct feedback to teams (surveys, content ratings, analytics) MGC eServices Model, May '06

  29. KM Current Trends • Business model: Companies are increasingly using KM to drive margin improvement and to extend their service "reach" to a broader set of customers • People: Companies are dedicating more full-time resources to KM functions • Process: Companies are re-designing support models from phone-centric  web-based • Technology: Companies are investing in more sophisticated platforms to facilitate self-service • deeper integration across CRM (call tracking) systems and KM platforms • online support technologies (search, knowledgebases, case management, feature-rich portals) MGC eServices Model, May '06

  30. What’s Next @ Mentor? • Actively manage customers to SupportNet • Further shift culture to make web & phone work together to deliver a 5-Star Support experience • Renewed support of Contributing Editors & WWCSMs • SSC eService standards development • Develop & launch new KM platform • SupportNet Redesign • Invest in the “right” content • Leverage call data, analytics, proactive planning MGC eServices Model, May '06

  31. The “ART” of Knowledge Management • ACCURATE • Content must be technically accurate (best info that we have at the time) • RELEVANT • Content must be relevant to the customer, in the right context • selective investment in highest value • TIMELY • Customers need to know when WE know MGC eServices Model, May '06

  32. Focusing on the Right Content Proactive Knowledge Creation (Work across TPubs, R&D) Data Mine SupportNet Usage (InQuira Analytics, Survey Data, Content Ratings, etc.) SR Solutions Focus on solutions where customer re-use is most likely. Internal re-use is a good indicator. Contributing Editor (via WW CSM) Published Knowledge (Docs, Movies, TechNotes…) MGC eServices Model, May '06

  33. SupportNet Redesign • Product-centric Experience • Task-based Design MGC eServices Model, May '06

  34. Some Recommended Resources MGC eServices Model, May '06

  35. In Closing… • Our investments are working • People • Process • Technology • SupportNet is increasingly the 1st line of Support • We have begun to deliver 5 STAR Web Support • We are saving $, creating bandwidth, extending our reach • Results require time and persistence: • If you haven’t started…get busy! • If you are on your way…stay the course! • If you are getting results…share them! MGC eServices Model, May '06

  36. Questions? John Fronius Director, Support Knowledge Systems john_fronius@mentor.com 503.685.7938

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