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Revolutionizing Electronic Design Automation Customer Support

Explore Mentor Graphics' evolution in EDA support services from 1983 to 2006, emphasizing global excellence, self-service solutions, and driving customers to SupportNet for efficient assistance.

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Revolutionizing Electronic Design Automation Customer Support

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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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