For more than 15 years, Mohamed Chemloul’s extensive career has focused on
NXP’s global customer support network. In Mohamed’s current role as NXP’s VP
of Digital Experience and Customer Application Support (CAS), the focus is on
designing made easy. Our goal is to offer NXP support to every customer—no
matter how big or how small, through direct and virtual channels such as
and NXP.com. We
asked Mohamed to share his insights on how NXP is building authentic
relationships in a global and increasingly online world.
VP of Digital Experience and CAS, NXP Semiconductors
NXP: What do you think is unique about NXP’s culture compared
to other companies?
Mohamed Chemloul: Here at NXP, we foster a dynamic and
collaborative environment. By leveraging our global teams, we break down silos
and offer our customers the best functional expertise from around the world.
This constitutes a differentiator when it comes to supporting our customers.
Indeed, they tend to have a distributed footprint. Sometimes, this happens
through their partners.
NXP: What do you think are the essential behaviors for a
leader looking to support a team of global engineers?
MC: For more than 15 years at NXP, I can say the key to my
achievements in managing a global team is setting clear goals and focusing on
them. As a technical support team, we make our customers our focus. What is
important to note, beyond helping our customers design with NXP products, is
the proactive actions we execute to win opportunities. Some proactiveness can
be innovative and could even design a product, yet to be released. We are at
the forefront with our customers’ R&D teams. Beyond that, communication and
collaboration are drivers of problem solving. I look to be a manager that
solicits feedback to drive innovation, build relationships, and create a
Mohamed participates in global events allowing participants to then further
investigate our complete solutions on nxp.com.
NXP: How have the past few years helped shape NXP
responsiveness to our customers’ design needs?
MC: Sometimes, customers [engineers] select the chipset based
on their confidence in NXP’s ability to deliver. Our recommendation requires
the ability to interact with customers on the application and provide a
technical proposal that helps them finalize their design. The best way to
prepare for this is to have a deep knowledge of our products and customer
applications. Hence, the knowledge management of the team is essential.
In the customer base of NXP, we also serve, through our distributors, smaller
customers. For this, NXP seeks to create an effective customer journey in this
new digital landscape. Here, the idea is to enable an easy design with NXP
online. These last few years, the world saw a heavy focus and quick pivot to
all things digital. We are fortunate that at NXP we have the channels and our
online support team in place. We continue to build our virtual tools to
support the full customer lifecycle and prioritize the journey.
NXP: What are some of the latest tools your team has
developed for customers new to NXP products?
MC: Our goal at NXP is to support all of our customers,
regardless of their size and place, in their design cycle. We recognize that
our customers have extensive product knowledge and they come to us looking for
the total solution when building their applications. This is driven more and
more by a short time-to-market window. To facilitate that need, we provide
instant, digital access to all the resources engineers need to develop. We
have evolved from product-centric to solution-centric. Tools such as
boost time-to-market. These tools provide block diagram proposals, associated
lists of components, software resources, and in some cases, existing boards
that can be leveraged in the design-in phase. Beyond that, for customers with
existing designs, we have a
Cross Reference tool. This tool advises what NXP components are available based on a
competitor part, so that a customer can either switch designs or build the
next-generation design with NXP. It’s not just our products that help keep
customers ahead of the competition, it is also the instant access to
NXP: What are your thoughts on the evolution of online
interaction with the customer?
MC: The demand for online access has accelerated; a trend
that existed even before COVID. Engineers want instant and direct access to
resources needed for development. The fact that a customer can access
information directly creates less downtime and reduces cost, resulting in a
shorter time-to-market. Beyond that, there is an additional need for
technical training, webinars, and
to support the design-in process upfront. As we look towards the future and
how we can further support our customers with limited disruption to
development flow, we believe artificial intelligence is needed to help source
the right information, faster. With all our products and resources living on
our website, it is a huge database to manage. To ensure limited disruption to
our customers, we started using Al behind our website to manage data and
support for our customers.
NXP: What can you share about the next generation of tools to
assist our customers virtually?
MC: NXP strives to be one step ahead of our customers' needs. Eighty-five percent
of visitors coming to our online channels are engineers who are in need of
products to develop applications. Today, our bouquet of tools helps customers
find and select products with ease and speed.
Our goal, is to have the NXP Design Advisor, Product Advisor and Cross Reference tools include more data. The data should answer questions such as 'what is the best
combination of products’ and 'based on historical experience, what was the
best design.' To accomplish this, we will enhance our existing tools with AI
to add value to these resources, giving our customers what we believe is a
We also believe tools are only as effective as the support available. At NXP,
we continue to look for ways to enhance
online support. We want to leverage machine learning to help our customers receive instant
advice and support – we plan on incorporating an advanced knowledge database
to answer design questions. On top of this, we believe customization is a key
contributor to engineers developing the next-generation design. Servicing a
global customer base requires more than just offering products - it requires a
complete package of online resources - coupled with customizable tools and
support to create a seamless digital experience. We can summarize this as our
commitment to designing made easy.