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© Copyright 2015 Xilinx
.
Dan O’Connell
Customer Quality Manager
Xilinx
Kudos Aristotle: Using Ethos, Logos &
Pathos to Im...
© Copyright 2015 Xilinx
.
From
–“Your software is horrible and makes me sad”
To
–“I see you have really put in a lot of ef...
© Copyright 2015 Xilinx
.
Pronounced Zy-links
World’s leading manufacturer
of programmable devices
50% Market Share
3000 e...
© Copyright 2015 Xilinx
.
Wide Range of Growth Markets
Page 4
Data Centers
Wireless HetNets
Nx100G Wired Networks
Vision &...
© Copyright 2015 Xilinx
.
TiTime
e
Hardware Block
Description
Intellectual
Property
Integration
Embedded Software
Integrat...
© 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. Arist...
© Copyright 2015 Xilinx
.
Rhetoric is the art of persuasion, the
goal of which is to move others to
take action
Page 9
© Copyright 2015 Xilinx
.
3 Elements of Persuasion
Page 10
© Copyright 2015 Xilinx
.
1. Ethos – Trust, Authority
Right questions, of right people, at right time
When?
• After
signif...
© Copyright 2015 Xilinx
.
2. Logos – Logic, Reasoning
“Likely to recommend?”
Page 12
© Copyright 2015 Xilinx
.
Automatic Root Cause Analysis
Page 13
Highest priority for Xilinx to Improve?
Quality
Tools cras...
© Copyright 2015 Xilinx
.
3. Pathos: Emotions, Beliefs
Engage audience's sympathies and imagination
Abstractions of logic ...
© 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...
© 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?
...
© Copyright 2015 Xilinx
.
Vivado Release Philosophy Change
Feature Driven Quality Driven
2012 2015
.1 Development .2 Devel...
© Copyright 2015 Xilinx
.
User Testing
Page 20
© Copyright 2015 Xilinx
.
Action to Results
Page 21
Outcome: 60-pt NPS Improvement
© Copyright 2015 Xilinx
.
To persuade people to move …
... remember Aristotle
–Ethos
–Logos
–Pathos
Page 22
Conclusion
Prochain SlideShare
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Kudos Aristotle: Using Ethos, Logos & Pathos to Improve the Xilinx Customer Experience

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Kudos Aristotle: Using Ethos, Logos & Pathos to Improve the Xilinx Customer Experience presented by Dan O’Connell Customer Quality Manager for Xilinx.

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Kudos Aristotle: Using Ethos, Logos & Pathos to Improve the Xilinx Customer Experience

  1. 1. © Copyright 2015 Xilinx . Dan O’Connell Customer Quality Manager Xilinx Kudos Aristotle: Using Ethos, Logos & Pathos to Improve Customer Experience
  2. 2. © 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
  3. 3. © 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
  4. 4. © Copyright 2015 Xilinx . Wide Range of Growth Markets Page 4 Data Centers Wireless HetNets Nx100G Wired Networks Vision & Connected Control
  5. 5. © Copyright 2015 Xilinx . TiTime e Hardware Block Description Intellectual Property Integration Embedded Software Integration Programmable Chip Design Cycle Verification & Validation Device Prototyping Software & Design Tools Chips Page 5
  6. 6. © Copyright 2015 Xilinx . Page 6 Customer Experience of Design Tools Measure Insight Act
  7. 7. © Copyright 2015 Xilinx . Page 7
  8. 8. © 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 Page 8 “Aristotle Contemplating the Bust of Homer”, Rembrandt
  9. 9. © Copyright 2015 Xilinx . Rhetoric is the art of persuasion, the goal of which is to move others to take action Page 9
  10. 10. © Copyright 2015 Xilinx . 3 Elements of Persuasion Page 10
  11. 11. © 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 Page 11
  12. 12. © Copyright 2015 Xilinx . 2. Logos – Logic, Reasoning “Likely to recommend?” Page 12
  13. 13. © Copyright 2015 Xilinx . Automatic Root Cause Analysis Page 13 Highest priority for Xilinx to Improve? Quality Tools crashed unexpectedly Please share an example 3 Levels of Diagnostics
  14. 14. © 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
  15. 15. © Copyright 2015 Xilinx . “I’ve never been so angry about any other software as much as Xilinx's crap” Page 15
  16. 16. © Copyright 2015 Xilinx . “As Vivado has such a high learning curve, I am going to look into your competitor’s parts” Page 16
  17. 17. © Copyright 2015 Xilinx . “It is chalk and cheese .... I have literally, ZERO complaints” Page 17
  18. 18. © 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
  19. 19. © 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 June Early October Late November Page 19
  20. 20. © Copyright 2015 Xilinx . User Testing Page 20
  21. 21. © Copyright 2015 Xilinx . Action to Results Page 21 Outcome: 60-pt NPS Improvement
  22. 22. © Copyright 2015 Xilinx . To persuade people to move … ... remember Aristotle –Ethos –Logos –Pathos Page 22 Conclusion

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