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The UK Service Community is a group of professionals who are passionate about service and believe in sharing ideas and experiences in order to improve. It is a community in the true sense of the word in that there is no legal entity, no sponsors, no sales pitch, no exchange of money.

Yes, it is free and no-one gets paid! Members give their time, their expertise or facilities so that we have the opportunity to talk, share and learn from our peers who operate in a whole range of industry sectors.

The Service Community generally has two half-day meetings per year which are generally attended by between 30-50 professionals. Recently we have been at GE Power in Stafford, the Institute of Manufacturing at Cambridge University and at Konica Minolta’s London HQ. We have had speakers from small SME’s, to the largest and best of UK industrial businesses, including buyers of Advanced Services such as the Ministry of Defence.

Generally we run the meetings from 11-4pm, including lunch, with an opportunity to listen and discuss 4-5 topics plus lots of opportunities for informal discussions with your peers. The discussions range across 5 broad areas, so there is always something of interest:

 

• Service Sales & Customer Success
• Operational Improvement
• Achieving Transformation & Change
• Leveraging Technology to achieve growth
• Leadership in Service

 

With this informality, yet access to the very best industrial thinking, the discussions run deeper and more intimate than one usually might find at networking events. To get an idea of the topics we cover and the speakers, have a look at the Service Community website on www.service-community.uk

First started in 2012 the community has grown to over 240 members, despite losing the founder of the community Steve Downton to cancer. His philosophy has been taken forward by a loose collection of service professional, including a number of senior leaders from Pitney Bowes, Elekta and Fujitsu, as well as ourselves. The membership is extremely varied across a wide range of industries and includes practitioners, consultants and solution providers.

At our next event at Renishaw new HQ near Gloucestershire, we are taking the community to a new part of the country with an agenda that will be to promote discussion through smaller groups of people to discuss common problems in the industry.

As with any community, the energy comes from its membership, so we are always interested in new ideas, or people who want to get involved.

If you believe that talking with peers is one of the best ways to improve your performance, then you can register for our next event at https://www.eventbrite.co.uk/e/uk-service-community-at-renishaw-tickets-52993610315

Or if you are interested in talking or even getting involved, please contact us at info@service-community.uk

 

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As part of an excellent analysts paper commissioned by ServicePower, Bill Pollock has provided an in-depth look at the service requirements for the security sector, here we take a look at an excerpt from that paper...

There are now more security systems players than ever, bringing refined ways of doing business and new efficiencies to the marketplace. In addition, there has been a complete transformation of the security installer/service technician into an “everything as a service” professional, supported by service delivery models that embrace Cloud technology, interactive services, predictive diagnostics and customer self-service.

The most successful companies will ultimately differentiate themselves with unique and seemingly indispensable services and solutions that make it easier for a consumer (or business) to be smarter, safer, and more cost-effective.

For those organizations that install, monitor, and maintain commercial or residential security systems, ServicePower enables faster, smarter service, so they can deliver on today’s consumer service preferences and expectations, while also reducing operational costs and driving new and more predictable revenue streams.

The five primary factors to focus on when evaluating alternative Field Service Management (FSM) and Warranty Management (WM) solutions for the security services segment are critical to the success of the vendor/solution evaluation and selection processes.

They include:

• Customer Engagement – by offering a customized, self-service portal to enable customers to log in with their account number and report issues or order add-on security services, schedule the appointment, watch their installer/ service technician en route, and communicate with him or her, if needed; also to suggest relevant new cross-sell and/or upsell services during this key interaction opportunity.
• Smart Scheduling – the ability to pair parameters such as skills, certifications, and geography with the latest in Artificial Intelligence (AI) for real-time scheduling to ensure that the best installer/service technician is assigned, at the least cost; and provide the opportunity to re-optimize schedules and routes in real-time to accommodate intra-day changes, increase on-time arrival and completed jobs per day, and decrease travel costs.
• Mobile Tech Enablement – to ensure that the installer/service technicians arrive with everything they need to get the job done the first time, driving consistent quality service delivery, improved productivity, and increased completion rates; also to provide a value-based experience by personalizing the customer’s experience via fully configurable mobile functionality which also improves schedule compliance and first-time installation/ fix rates, and proactively offer additional value-added security solutions while onsite to increase revenue.
• Contractor Management – to facilitate better management of outsourced or supplementary third-party contractor staff to quickly expand geographic reach or support changing demand; the ability to dynamically choose a contractor based on rank scores, credentials, crowd-sourced Better Business Bureau (BBB) info, and dynamic rules configuration; and confidently being able to book an appointment based on available time-slots, coupled with the ability to view the current job status and track overall progress.
• Reporting & Analytics – the ability to use real-time Business Intelligence (BI) to measure performance metrics, fine-tune future operations, and enhance the customer experience; along with the ability to access Key Performance Indicators (KPIs), scorecards and reports in real-time, from either mobile devices or the desktop, and share them both inside and outside the organization, as warranted.

The best FSM and WM solutions will also be those that include additional functionalities, such as:

• Claims Management
• Work Order Management
• Inventory, Asset and Contract Management
• Outsourced Managed Services

The main benefits that can be realized through the implementation and use of a Field Service Management (FSM) and Warranty Management (WM) solution designed specifically for the security services segment are many, and quite compelling, as follows:

• Improve management control over service provisioning
• Reduce manual processes to create and manage field schedule routes, thereby reducing travel times
• Increase appointments, per day
• Less time spent on-site
• Enable improvements in overtime, travel, skills, and spares
• Grow revenue
• Increase customer engagement
• Serve customers more efficiently with convenient scheduling, increased first-time installation/ fix rates, and improved service levels
• Use Business Intelligence (BI) to better measure and improve service operations KPIs
• Research has shown that for a typical Fortune 1000 company, just a 10% increase in data accessibility will result in more than US$65 million additional net income, according to Forbes.com.

These benefits, albeit on a smaller scale, can also be realized by small-to-medium-sized security services organizations as well.

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In the third from our series of articles looking at the key speakers at this year's Aftermarket business conference, Copperberg's Mark McCord reflects on an exciting presentation given by Mika Karaila, Valmet on the potential of Augmented Reality in field service delivery...

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The schedule for Aftermarket 2019 is already being put together and it promises to be a key date in the calendar once again. This is an event that almost always sells out so head over to aftermarketeurope.com now and secure your place at this important industry event...

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Maintenance technicians are busy feeling their way around a new power station in northern Finland – even though the plant hasn’t been built yet.

They’re part of a team that’s breaking new ground with augmented reality (AR) technology, working within a virtual model of the facility, even “walking” its rooms and machinery two years before it’s completed.

In this digital environment the technicians are familiarising themselves with the Oulu Energy Co power station’s layout and using the platform to make alterations to its design before construction begins next year.

 

"It means there are no delays and there is no downtime when the plant eventually opens, the engineers will know every centimetre of it when it’s open..."

 

“It means there are no delays and there is no downtime when the plant eventually opens, the engineers will know every centimetre of it when it’s open,” explained Mika Karaila, research director at Valmet, the Finnish services and automation firm that’s developing the power station and which created the software for them. “They are designing everything there.”

Karaila is a leading expert in the application of AR, and its cousins virtual reality (VR) and mixed reality (MR) to maintenance and support services, a subject he elaborated on in detail at Aftermarket 2018. He foresees a future in which crucial training and maintenance will be carried out remotely and virtually.

“The technology is there already and we are using it,” he said.

For more than 30 years, Karaila has been developing and putting into operation distributed control systems and integrated controls systems, and has more recently turned to artificial intelligence and visual technologies.

In his presentation, Karaila donned a pair of high-tech digital glasses and headset to demonstrate how the Valmet software can add virtual elements to a real-life environment. Via a giant video screen linked to Karaila’s headset, assembled delegates watched a huge paper processing machine materialise in the room. As Karaila walked around, his view of the digitally visualised machine adjusted accordingly.

Still, in its infancy, the technology is being driven mostly by the gaming industry, where players demand increasingly immersive and life-like experiences. But Karaila says AR, MR and VR’s application in industry will grow in sophistication as it becomes more widely adopted.

Its potential for field services and aftermarket services are enormous, he said.

“Facilities that are located many miles away can be monitored remotely,” he explained. “That, we can do now, but in the not too distant future it could be used so that an engineer can be at a facility as a telepresence, guiding the actions of a technician at the facility in repairs and maintenance.”

 

"Eventually, of course, we will be able to use this software in conjunction with robots to perform repair and maintenance tasks remotely..."

 

Lasse Laanikari, head of area customer service management at Liebherr, said the technology would be suitable for his company.

“I see training benefits in this,” Laanikari said. “We have earth movers 3,000 kilometres from our base, which we may see once a year and when we send a technician they may never have seen it before. They may travel there and realise they do not have what they need for the job. So you stay there, wait for someone to ship it over and start again. This could offer expert help in the field when they operators don’t know what to do.”

The Valmet technology enables collaboration between multiple engineers in the same virtual space. In a demonstration, Karaila showed how other team members are represented as simple plain head-and-shoulders avatars. But he said soon the software will be able to project images of those individuals’ faces onto their digital forms.

“Eventually, of course, we will be able to use this software in conjunction with robots to perform repair and maintenance tasks remotely,” Karaila said. “The possibilities are endless.”

Interview Conducted by Mark McCord at Aftermarket Business Platform 2018

 

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With 2020 on the horizon, it’s the perfect time to think about new ways to improve your field service business. Paul Whitelam, ClickSoftware outlines nine key areas that you need to be targeting to ensure your service delivery remains competitive as we move into the third decade of the twenty-first century...

You’ve probably been hearing a lot about new trends and visions for the future, and it’s probably a little overwhelming. An easy way to get started is by throwing away some of the outdated practices you’ve been following. To help you out, we’ve compiled a list of field service practices you might want to leave behind in 2019.

Manual scheduling

Field service scheduling requires making several quick and calculated decisions. You need to consider everything from travel time and routing, technicians’ schedules and skill sets, equipment tracking, and SLA compliance. It’s much easier to rely on an automated scheduling solution to make optimized decisions for you, so you can focus on the bigger stuff—like your customers’ satisfaction.

Using separate solutions

The only way to gain true visibility into field service schedules is to manage everything in a single solution. This includes schedules, capacity planning, long- and short-cycle work, crew allocations, and more. Limiting field service management to a single solution also gives you the flexibility to manage your workforce more efficiently and ensure that you’re equipped to handle urgent work.

Not prepping technicians for customer service

Your field resources are often the only face-to-face contact your customers have with your company. This means it’s crucial they are equipped to give the best customer service possible. Start thinking of your technicians as your brand ambassadors, and ensure they have the soft skills to make a great impression on your customers.

Lack of visibility into technician location

With Uber you can hail a ride and know exactly where your driver is and when they will arrive. And Amazon provides updates when your package is shipped and as soon as it’s delivered. Your customers know this level of visibility is possible, and they expect it in their service too. Allow customers to track their technician’s location and send them reminders and updates about the status of their service. On top of giving your customers’ peace of mind, this also helps you avoid no shows and last minute cancellations.

Long Appointment Windows & Exact Time Slots

According to our Field Service Report, more than 60% of consumers across all countries said a long wait time between their service appointment being booked and carried out led to a bad customer service experience. It’s no surprise because today’s customers expect service fast, and definitely, don’t want to be waiting around all day to get it. Use optimized scheduling and appointment booking to ensure shorter, two-hour service windows for your customers.

Leaving the customer site before booking a follow-up appointment

Sometimes a repair is more complex than originally thought or a technician doesn’t have the right part to complete a job. When a follow-up appointment is needed, don’t leave the customer site until it is booked. Instead of simply ordering a part and asking the customer to call and schedule when they receive it, do it for them. The customer will feel more at ease knowing that even though the problem wasn’t fixed today, it will be fixed as soon as possible.

Not measuring customer effort score

When it comes to measuring customer experience, the Net Promoter Score (NPS) and customer satisfaction (CSAT) scores are usually the go to. But in today’s on-demand world, convenience and ease are becoming more and more important to customers. Many organizations have started measuring customer experience by the amount of effort customers are putting into getting an issue resolved. Add this to your list of KPIs so you can ensure future customer engagements are simple and seamless.

Not using live traffic updates

As customer expectations continue to rise, the importance of route optimization and getting resources from place to place is ever increasing. Many organizations are taking advantage of predictive travel and applications like Google Maps to accurately estimate travel times and plan routes ahead of the service day. However, it’s also important to consider real-time, live traffic updates on the day of service to account for unforeseen traffic and roadblocks.

Leaving out change management

When your service team has been doing things a certain way for several years, bringing in a new solution can be overwhelming. Even if the previous solution was inefficient or completely manual and paper-based, change can be scary. When implementing a new field service management solution, it’s important to get everyone on board and comfortable with the new solution—so don’t skip out on change management. Emphasize the benefits of FSM—such as efficiency, cost savings, and customer satisfaction—and make sure everyone is properly trained on using the solution.

While no one can know exactly what the field service management landscape will look like in 2020, it’s safe to expect increasing customer expectations and new technologies. Start preparing your organization for what’s next today.

 

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In this final excerpt from an exclusive fieldservicenews.com presentation Kris Oldland, Editor-in-Chief, Field Service News is joined by John Hunt, Managing Director, EMEA, Astea as they discuss the ubiquity of mobile devices in field service operations today and just how the rise of mobile computing has truly revolutionised the way we approach service delivery in today's world. 

 

 Want to know more? The full length video of this presentation is available as premium content to fieldservicenews.com subscribers...

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Blockchain and its potential has been mooted in field service circles for years. Is it time we stop thinking big and instead build smaller use-cases before we lose sight of what’s actually important, the end-user? Mark Glover, Field Service News’ Deputy Editor finds out more.

In 2008, a person (or a group of people) known as Satoshi Nakamoto conceptualised the first blockchain. A year later, this digitised digital ledger was a critical accessory to the group’s (or his) headline act, the now ubiquitous cryptocurrency Bitcoin.

The impact of this decentralised digital currency on financial markets and a curious, confused society has been fascinating to follow. That the persona of the inventor or the inventors remains unknown adds to the plot.

Yet, without blockchain, the currency wouldn’t function. This smart ledger, driven by a peer-to-peer network has the potential to stamp itself on industry and in particular field service. But can the sector adopt the technology in a way that will ultimately benefit the end-user?

Firstly though, and apologies to all those who have a handle on the technology, what is blockchain? Scouring the internet for a simple definition is tricky, eventually, the excellent forward-thinking mission.com offered this: “Blockchain is the technology that underpins digital currency (Bitcoin, Litecoin, Ethereum and the like). The tech allows digital information to be distributed, but not copied. That means that each individual piece of data can only have one owner.”

 

"The tech allows digital information to be distributed, but not copied. That means that each individual piece of data can only have one owner..."

 

Straightforward enough. But let’s expand it to industry. How can it fit into the aerospace sector and specifically a plane engine? Parties involved include the airline, the engine manufacturer and the service company all of whom are squirting data into that asset’s blockchain.

The jet engine is a high-end valuable piece of equipment, the blockchain systems enable a single, irrefutable history of that asset. The linking of parties (blocks) removes the requirement for inter-party consultation before extracting required information meaning critical decisions can be made quicker and more effectively. It’s also secure and visible to everyone and accurate and trust, therefore, is enhanced around the chain. The benefits are tangible. So why aren’t all companies rushing to implement it?

“Like all emerging technologies there are only going to be one or two applications that are going to come up for this kind of thing in the very early days,” says Stephen Jeffs-Watts, Senior Advisor – Service Management at IFS. Stephen is an expert in blockchain, a keen enthusiast of its benefits but warns that fields service shouldn’t get too carried away just yet, particularly as sectors are only starting to dip their toes in the murky blockchain water.

 

"We have to try and bear in mind that it [blockchain] is also directly proportionate to the type of kit that’s been installed...“

 

A lot of the use cases that are coming up at the moment,” he tells me, “are in very high-value assets and very highly regulated supply chains; in aerospace, defence, nuclear and very-high-end medical applications,” he pauses. “There aren’t too many Phillips Medicals out there.”

In field service, blockchain technology can potentially trace parts, verify assets and look-up maintenance and operations history, but according to Stephen, it needs to bed-in with modern hardware before its benefits can be felt. “We have to try and bear in mind that it [blockchain] is also directly proportionate to the type of kit that’s been installed,” he warns, “Are you really going to use blockchain to authenticate the asset history or the maintenance and servicing history for a ten-year-old piece of equipment?” Another pause, “You’re not.”

Let’s go back to the jet engine blockchain analogy; the engine itself is a high-end piece of equipment.

The airlines and engine manufacturer, themselves are high-end companies:  BA, KLM, Lufthansa, Rolls Royce, GE, Northrup Grumann, for example. All are big companies keen to monetise blockchain, the only real way to do this is through data-ownership but in a high-asset blockchain, this isn’t always straightforward.

Who owns the data from a jet-engine? Is it the airlines?

The thrust from their plane goes through that engine and what about linking that to the pilot who’s flying that aircraft and jet engine through the air? That’s the airline’s data too. They also have a hand in the plane’s load: the number of passengers and baggage, fuel etc. That’s also data from the airline.

The engine itself? Rolls Royce might run it on a power-by-the-hour contract, so it’s their engine, so do they own the blockchain data? Like that other revolution IoT, blockchain becomes an issue of data ownership. What can be done to grease the chains to make the process run smoother?

“You’re going to have to get industries and supply chains to actually come together and solve the underlying data ownership issue,” Steve offers. “There is going to have to be some kind of consensus; an informal consensus through co-operation; the introduction of some kind of industry standard or ultimately an enforced consensus through legislative means,

Be it an Industry standard or a regulatory framework, large-scale blockchain implementation ultimately needs sectors to work together, to come together in agreement and as Steve explains, it also becomes an issue of trust. “Let’s say there are ten people involved in the supply chain: the operator, the Original Equipment Manufacturer (OEM), there may be a service operator; they’re all contributing data to that chain.

“But does the end operator actually have enough trust in the OEM to question if they are going to use their data and benchmark it against its competitors”, he ponders.

Issues around data-ownership, trust and unfit equipment unable to handle what is essentially a large-scale, shared google document are indicators that large-scale field-service blockchain implementation isn’t as close as we might think. Perhaps we are setting our sights too high? Maybe the use-cases should be carried out on a much smaller scale?

After all, cryptocurrency, the original thread of blockchain was designed for electronic financial transactions, not necessarily jet engines. Stephen agrees, referencing a well-known tracking device, he suggests we should keep things simple. “We could use blockchain like a glorified RFID tag that authenticates, verifies and gives you a reference point,” he says. “I can look at the blockchain and I can see who made it, when it was made, how it was transported.

“Where they may be just a couple of parameters about its last usage, you can look at that by a component-by-component type level, specifically in those cases where that kind of information is critical, or the authenticity is critical.

 

"There’s got to be a realistic level of ambition and some specific use-cases that prove the technology and prove the value of the technology before there comes any mainstream adoption..“

 

There’s got to be a realistic level of ambition and some specific use-cases that prove the technology and prove the value of the technology before there comes any mainstream adoption,” Stephen urges.

My conversation with Steve has been fascinating and his contribution to this article I’m sincerely grateful for. The insight he offered - most of which I’m unable to fit into this wordcount – was invaluable, yet despite all its potential of blockchain Stephen left me with a thought that goes beyond the blockchain hype: “So what?”

So what if an asset is pumping with blockchain data? All the customer wants is the device to start working again so they can get on with their business.

“What value does that bring to me as a customer,” argues Steve. “unless I’m in a highly regulated environment. When do you start loading up past-maintenance history? Is it good? Is it worthwhile? Probably not. So what’s the use-case that going to give killer value?

Steve continues from the end user's perspective: “Great, you’ve got blockchain. What do I get from you having blockchain? What do I get from being able to prove every last working second of this particular piece of kit? Why should I care?”

It’s an excellent point that perhaps gets lost in this fourth industrial revolution we find ourselves in. Among AI, and IoT and machine learning and blockchain should we not just focus on the customer needs and their requirements? Or will we continue to pursue the hype?

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Manuel Grenacher, CEO, Coresystems, reflects back on some of the big predictions he made earlier this year and reflects on the progress made in interweaving the Internet of Things, Artificial Intelligence and Augmented Reality into the fabric of field service delivery across the last 12 months...

 

The days are getting shorter and colder, which means the holidays are approaching and 2019 is just around the corner (believe it or not!). So now is the perfect time to take a look back at 2018 and take stock of the advancements the field service industry made this year.

Back in March, we highlighted three trends we predicted would have major impacts on the field service sector in 2018. We noted that while 2017 introduced innovative new technology-based trends with the likes of artificial intelligence (AI) and augmented reality (AR), 2018 would bring real-world applications that put those buzzwords into practice.

So let’s review the progress of each of those three trends this year – after all, predictions don’t mean much if you don’t evaluate how accurate they were, right…?

 

The IoT Drives Proactive Device Maintenance, Service and Repair

Since the Internet of Things (IoT) became an integral part of almost every business’ technology mix midway through this decade, field service innovators have been finding ways to use the increased connectivity of the IoT to gain a competitive advantage. We predicted that in 2018, further innovation would allow field service technicians to utilize the IoT and automation in today’s devices – with the goal of providing service in real-time to meet (and exceed) customer expectations.

As is often the case in the field service industry, supply chain and manufacturing organizations were at the front of the line when it came to utilizing IoT-enabled and supported field service. Toward the end of this interview between SupplyChainBrain and various supply chain executives, the benefits of the predictive maintenance that the IoT enables become clear. Regarding sensor-equipped motors in warehouses, automation solutions provider Knapp noted:

“A motor might transmit information about vibration or heat, for example. It could indicate it needs potential maintenance services, and that's important because that would be predictive maintenance as opposed to breakdown maintenance, which is much more costly and can severely impact service levels.”

We’re seeing this focus on IoT-enabled predictive maintenance across the board with our manufacturing customers, so we can confirm that it definitely became a major focus in 2018 – and will continue to do so in 2019.

 

Artificial Intelligence Simplifies and Automates Service Appointments

Although artificial intelligence (AI) is in danger of becoming a somewhat empty buzzword in many industries, it’s here to stay – indeed, Gartner forecasts that 85 percent of customer interactions will be managed by AI by the year 2020.

The field service industry is applying AI in very meaningful ways as we speak, and it’s the concept of predictive maintenance that is driving the adoption of AI. For example, a recent study of original equipment manufacturers (OEMs) in the supply chain sector found that most OEMs are gathering data from sensor-equipped products in the field—a key requirement for predictive maintenance. In addition, more than half of OEMs plan to make AI and machine learning a major investment, while 90 percent intend to invest in predictive analytics within the next 12 months.

Beyond predictive maintenance (but related to it), AI can streamline the field service technician dispatching process – which crucially means customers can get their equipment serviced faster. Influential software authority Capterra highlighted how design consultancy Philosophie, using AI, developed a field service program that handed 90-95 percent of the technician dispatching duties to an AI system – which enabled the field service team to dedicate its human talent to the more difficult field service jobs.

AI most definitely made its stamp on the field service industry in 2018, and the innovation is expected to continue next year and beyond.

 

Augmented Reality Provides Unprecedented Visibility into Worksites

Back in March, we noted that the increased connectivity that the IoT brings will continue to propel the application of augmented reality (AR) in the field service sector. In 2018, we saw AR applied by companies aiming to improve their first-time fix rate on service calls, as well as other vital field service functions.

ZDNet detailed several highly-recognizable brands using AR for service calls, including BP's U.S. Lower 48 onshore oil and natural gas business, which has been equipping field service technicians with AR platforms to assist with repairs, and Caterpillar, which recently tested an AR solution for the technicians who service a line of its onsite portable generators. Caterpillar provides field personnel with an internally-developed iPad app that interfaces with IoT sensors on the generator to provide real-time diagnostics and repair protocols.

While AR is in its infancy relative to the IoT and AI, we’ve seen our own customers' leverage AR to make better use of their field service resources – including servicing their customers’ equipment remotely through AR glasses. We’re very likely to see the usage of AR expand in the field service industry in 2019.

It certainly appears that the trends we highlighted earlier this year continued to gain significant traction in the field service industry in 2018, and we fully expect IoT, AI and AR technologies to continue to drive a wide range of innovative projects and initiatives in 2019. And once the calendar turns to 2019, look out for our predictions on the developments to look forward to next year!

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This year's Aftermarket Business Platform was once again a hive of information as senior leaders from across the European continent and beyond came together to share their insight, learn from their peers and see first hand the technology that is shaping the sector.

The conference was packed with the leading thinkers within the industry from both the practitioner and solution provider side and in this second in a series of articles with those key speakers Coppperberg's Mark McCord joins reflects on his discussion with Thomas Radau of German firm Titan following his presentation...

 

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The schedule for Aftermarket 2019 is already being put together and it promises to be a key date in the calendar once again. This is an event that almost always sells out so head over to aftermarketeurope.com now and secure your place at this important industry event...

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In a distinguished career in engineering services, Thomas Radau has seen a lot of change. The biggest, however, has been industry’s attitude towards the customer.

No longer just the endpoint in a supply and process chain, manufacturers increasingly see customers as long-term partners.

“There’s been a revolution in thought,” says Radau, service manager for German packaging and strap-making firm Titan.

“In the past, the customer was paid lip service to and customer-focus was more an attitude than a practice. But now it’s key to our business.”

It’s no longer enough simply to offer customers a product, Radau says.

 

"You have to be very focused to say ‘am I understanding you correctly, this is the problem, that’s where I can help you..."

 

“You have to be very focused to say ‘am I understanding you correctly, this is the problem, that’s where I can help you’.”

Radau began his career as a service technician and electronics expert and was posted in various locations around the world. He gained an up-close understanding of the importance of aftermarket service provision while working within the compressed air and gas purification industry, where the smooth running of equipment and minimisation of downtime are critical.

He later moved to DEUTZ, a manufacturer of industrial diesel engines before joining Titan in 2015.

In an engrossing presentation at Aftermarket 2018, Radau stressed the importance of customer focus by personalising his customer base to an idealised character called “Paul”.

“You have to think forward, and ask how do I help Paul meet his projects,” Radau told the delegates in Berlin. “If what we do doesn’t add value to Paul, then it’s useless.”

In an increasingly competitive world, it’s important for companies to put aftermarket services at the forefront because that wins customer loyalty and satisfaction, Radua argues.

“It’s now more difficult to sell things because everybody wants to sell products – it’s difficult to get customers’ attention,” Radau adds. “We must now do things where in the past the customer had to do it themselves.”

While Radau jokes that aftermarket service is like a social service, he believes he is in the business of making life better for his customers.

“We release them from the monkey work – that’s what the product as a service is all about,” he says animatedly. “It’s a lifestyle pitch.”

“In today’s life – everybody has more and more responsibility and everybody is more and more involved in lots of things, so if we are able to ease their lives and save them time and energy, they’re able to do their work better and easier.”

 

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I was asked recently if my thinking has evolved since writing Beyond GREAT SERVICE, The Technician’s Role in Proactive Business Growth. The book is based on the premise that field service professionals add tremendous value when they use their experience and expertise to make recommendations that will help their customers to be better off.

As I reflect on the book, that view has not changed. In fact, it has been reinforced as I have worked with more and more companies across North America and in Europe and with their local offices around the world. I have seen how field professionals react favourably to this description of their role and how managers see the value of this approach. It squares the circle between service and sales.

Although there is nothing specific that I would change about the strategy described in the book, there are two things that I would add. Firstly, I would spend more time and provide more guidance on strategies to implement a “Beyond GREAT SERVICE” approach. Secondly, I would focus more attention on the service nature of the field service team’s proactive efforts.

 

"I have seen managers struggle to provide the ongoing focus necessary to achieve the type of cultural change needed to ensure that business development by field service professionals becomes an integral part of service delivery..."

 

I have seen managers struggle to provide the ongoing focus necessary to achieve the type of cultural change needed to ensure that business development by field service professionals becomes an integral part of service delivery. To achieve this requires systems, processes and most importantly, constant coaching and support. Not everyone on the team will be convinced of the service value of proactively making recommendations to customers, and many of those that do will be uncomfortable in those situations. Without the support structures and ongoing encouragement, even those field professionals with the best of intentions will gravitate back to how they have always done things in the past.

The reason that some managers struggle with the implementation of business promotion as a service is due to the very nature of the service business itself. The day-to-day immediacy of service pulls management away from the thoughtful, important but not urgent work that is needed to successfully engage technicians in proactive business development. Much of service is, by its very nature, reactive and that means much time is spent responding rather than initiating.

Although this is changing somewhat, there will always be a significant element of responding to unplanned emergencies that demand immediate attention and draws managers from the task of implementing a “Beyond GREAT SERVICE” approach. The irony in this is that, as progress is made toward implementing the “Beyond GREAT SERVICE” approach, the increasingly proactive efforts of the field team will reduce the number of, and resources required for, unplanned emergencies as many issues will be addressed before they become a problem. That means that the more progress managers make in implementing this approach, the more time they will have to support it – almost the opposite of what is needed.

It is also important that the Beyond GREAT SERVICE approach be viewed as an integral component of the service provided – as much a part of the service as troubleshooting, repairing and maintaining. Sure, you could argue that they are “selling” when they make a recommendation to the customer, but semantics aside, when the field team makes recommendations for the purpose of helping the customer achieve their goals they are really serving in its truest sense.

 

"Most service companies fail to achieve the results they desire when they engage their field service team in business development..."

 

The serving vs. selling perspective is a unique and critically important differentiator. From my experience, most service companies fail to achieve the results they desire when they engage their field service team in business development. In addition to the reason cited above, a contributing factor for these less than ideal outcomes is that managers don’t integrate these efforts as part of the service. Promotion of services is often treated as an “add-on” that many within the field team see as “optional”. Some even feel that promoting services is an unreasonable expectation by management.

If the field service professional’s efforts are part of the service, it is easier to get the field service team to buy-in. They can see a direct connection between what they are doing in promoting their services and the impact on the customer’s business. Customers see value in this too. When explained to them that the field service team is being asked to use their expertise to proactively identify steps that can help the customer achieve their business goals (as opposed to looking to increase revenues), they can see the benefit for their business.

So, to address these two issues, I would add this challenge for the reader of my book:

Assume for a moment that you will be adding a new service offering to your service portfolio. The new offering has the following characteristics:

• It is an add-on to existing services (does not replace)
• It’s a new concept – the customer needs to be educated on the value
• New knowledge and skills are required to implement effectively
• No new tools or test equipment needed
• It has the potential to be highly profitable – efficiency in delivery critical
• The service relies on another division to deliver a part of the service
• There is a 1 to 2 year head start over the competition

When implementing a service of this nature, what steps will you take to ensure that you successfully and profitably introduce this service?

As managers ponder this challenge, they will come up with a list of things to be done such as: (Note: This list is far from complete)

• Define the service so it can be understood internally and externally
• Identify the processes needed to support the initiative
• Take steps to get buy-in from supporting divisions and a seamless coordination between groups
• Provide training and coaching to achieve the behaviour change needed
• Create the messaging and strategy to promote to our customers etc.

The point of this challenge is that the service described in the challenge is the service of promoting services to help the customer to be better off and this contributes to management’s efforts in two ways.

Firstly, it gives them a better perspective of all of the moving parts of a successful strategy in a meaningful way that is familiar to them (they have implemented new services before). Secondly, when the initiative is recognized as a service, management will see that its implementation is not a “part-time job” that is pursued if there is time but rather an important service initiative that requires continuous focus to ensure its successful implementation.

By devoting more space in the book to helping management implement the strategy as a service, I think that Beyond GREAT SERVICE would become an even more valuable resource for those organizations that want to truly help their customers achieve their business goals. I have a feeling that a second edition is in the works.

 

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