Evolving a Knowledge-Driven Global eServices Model

Evolving a Knowledge-DrivenGlobal eServices Model

John FroniusDirector, Knowledge SystemsCustomer Support Division

May 23, 2006

MGC eServices Model, May '06 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.


EDA: A Market of Markets

Mentor Support:— 3 Support Engineers

— “Pick up the phone”

— Paper tracking forms

— Apollo workstations &

Aegis operating

systems


$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

About Mentor Customer Support

http://www.servicestrategies.com/index.cfm/fuseaction/certification.scpcertification


In the Beginning…1983

Mentor Support:— 3 Support Engineers

— “Pick up the phone”

— Paper tracking forms

— Apollo workstations &

Aegis operating

systems


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


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


Support Engineer

Customer requestsassistance

Customer

Coordinator

DirectConnectSM

1993 Support DeliveryEmphasis on Timely Phone Contact

Response

Resolution

Relationships


1993 – 2000Focus on WW Operational Excellence

“The Only 5-Star Support in EDA”


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


MarginDeflection

/Prevention

Revenue Adoption

ReinvestReinvestSavingsSavings

Mentor Support Business Drivers

“SupportNet is the Engine that Creates Capacity”


2006: Driving SupportNet 1st

SupportNet

All Customers

Preferred Path

Top AccountsOthers

SupportCenterCoordinators

Priority given toweb-opened ServiceRequests

WorldwideCAE Team


Welcome to SupportNet!


Search All Content Types

ProductDocumentation

How-To & TutorialMovies

KnowledgeBaseTechNotes


3rd PartiesField/Divisions Customers

SupportNet: First Line of Support

K n o w l e d g e S y s t e m s

InfoHubwithin Products

KnowledgeBase&

Call Tracking

AppNotesWhite Papers

Partner Content

Knowledge ManagementProcesses

DocumentationHow-Tos & Tutorials


The Self Service Mandate

Source: Customer Contact Council Research

Build it and they will come

Make self-service better and

customers will choose to use it

Drive customers to self-service

SupportNetSupportNet


Mentor’s KM Timeline

’00-’01 ’02-’04 ’05

Phase III

LEVERAGE High

Low

Maturity

Level

Phase II

LAUNCH

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”



’00-’01 ’02-’04 ’05

Phase III

LEVERAGEPhase I

LEARNING High

Low

Maturity

Level

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

Phase I

LEARNING







introduced


with Primus


content


worldwide”


Which Way is North?

SupportNet

WorldwideCAE Team

Customers

Preferred Path

Call BackAs Needed

Tom Floodeen, VP & GM

Mentor Graphics Customer Support



’00-’01 ’02-’04 ’05

High

Low

Maturity

Level

Phase I

LEARNING

Phase I

LEARNING







introduced


with Primus


content


worldwide”

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

Phase III

LEVERAGE

• 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


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


KM Functional Roles

CAE Support Team Authors &

Reviewers


Reviewers


Reviewers


Reviewers

WWWWCSMCSM

CECE

KnowledgeKnowledgeManagersManagers

WWWWCSMCSM

WWWWCSMCSM

CECEContributingContributingEditorsEditors CECECECE


Reviewers

KnowledgeKnowledgeAnalystAnalyst

~ 25

~ 250

~ 15


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


SupportNet Survey Worldwide - Q1 2006

“Success” means customer stated their goal for the visit was met.

Reason for Visit Success RateTroubleshoot tech problem 337 28% 64%Download update/patch/service pack 310 26% 86%Access user manuals/doc 151 13% 74%Open Service Request 119 10% 82%Other 81 7% 64%Search product info 72 6% 76%SupportPro newsletter link 58 5% 95%Find Authorization Code 40 3% 75%Review status of previous SR 35 3% 71%Find info on MGC 0 0% 0%

1,203 76%

Responses


SupportNet Unique Visitors/Month

6,000

6,500

7,000

7,500

8,000

8,500

9,000

9,500

10,000

WW Unique Visitors 6,831 7,555 7,472 6,978 7,248 7,288 7,524 7,682 7,001 9,017 8,061 9,159 7,850

% Growth Over Jan '05 9% 20% 19% 11% 15% 16% 20% 22% 12% 44% 28% 46% 25%

% Growth Mth/Mth -8% 11% -1% -7% 4% 1% 3% 2% -9% 29% -11% 14% -14%

Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06

SupportNet Sessions/MonthKnown Users Only

18,000

21,000

24,000

27,000

30,000

WW Monthly Sessions 19,341 21,046 21,431 19,228 21,463 20,596 22,260 21,953 18,854 28,709 22,907 28,087 22,261

Apr-05 May-05 Jun-05 Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06

WW SupportNet Usage

Key Drivers of usage:• release downloads• troubleshooting• SupportPro emails

Unique Visitors

’05 Results:>29,000 Unique Visitors

>260,000 Unique Sessions

Sessions


% of SRs Opened via SupportNet

0%5%

10%15%20%25%30%35%40%45%

Per

cen

tag

e

GOAL = 41% Opened via SupportNet by December 2006

Service Requests Opened via SupportNet

April - - 35.91%


Mentor’s Investments are Iterative

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

Au

g-0

1

Oct

-01

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2

Ap

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2

Jun

-02

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Oct

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Ap

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3

Jun

-03

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3

Oct

-03

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Date

Re

gis

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wle

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“Fir

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goa

l

Reg. Clean up

Cus

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New

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rch

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Def

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rack

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Em

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Mass Reg. Program

KnowledgeBase Marketing Launch:

Biggest Brain ContestMarketingProjects

SupportNetProjects >40,000

RegisteredUsers

2001 2002 2003 2004 …2006


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)


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)


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


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


Focusing on the Right Content

Contributing Editor

(via WW CSM)

SR Solutions Data Mine SupportNet

Usage(InQuira Analytics,

Survey Data, Content Ratings, etc.)

Published Knowledge (Docs, Movies, TechNotes…)

Proactive Knowledge Creation

(Work across TPubs, R&D)

Focus on solutions where customer re-use is most likely. Internal re-use is a good indicator.


SupportNet Redesign

Product-centric Experience

Task-based Design


Some Recommended Resources

http://www.serviceinnovation.org/


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!

In Closing…

Questions?

John Fronius

Director, Support Knowledge Systems [email protected]

503.685.7938

Documents

Evolving a Knowledge-Driven Global eServices Model