1) Xilinx is a leading manufacturer of programmable devices with 50% market share and $2.4B in revenue. 2) The document discusses using Aristotle's three elements of persuasion - ethos, logos, and pathos - to improve customer experience of Xilinx's design tools. 3) Xilinx has implemented customer surveys, root cause analysis of issues, and sharing customer feedback to address frustrations and guide strategic and tactical improvements.

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

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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”
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Customer Experience

3. © Copyright 2015 Xilinx
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Pronounced Zy-links
World’s leading manufacturer
of programmable devices
50% Market Share
3000 employees
FY15 revenue $2.4B
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Xilinx Key Facts

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Wide Range of Growth Markets
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Data Centers
Wireless HetNets
Nx100G Wired Networks
Vision & Connected Control

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TiTime
e
Hardware Block
Description
Intellectual
Property
Integration
Embedded Software
Integration
Programmable Chip Design Cycle
Verification &
Validation
Device
Prototyping
Software &
Design Tools
Chips
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Customer Experience of Design Tools
Measure
Insight
Act

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Page 7

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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 the
Bust of Homer”, Rembrandt

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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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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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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

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3. Pathos: Emotions, Beliefs
Engage audience's sympathies and imagination
Abstractions of logic into something palpable
Monthly Exec report of all customer comments
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“I’ve never been so angry about
any other software as much as
Xilinx's crap”
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“As Vivado has such a high
learning curve, I am going to look
into your competitor’s parts”
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“It is chalk and cheese .... I have
literally, ZERO complaints”
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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

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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
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User Testing
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Action to Results
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Outcome: 60-pt NPS Improvement

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To persuade people to move …
... remember Aristotle
–Ethos
–Logos
–Pathos
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Conclusion