Episode 356

In this episode of UNSCRIPTED, Sarah Nicastro welcomes back Sasha Ilyukhin, SVP of Global Processing Services & Services Solutions at Tetra Pak, for a candid, strategic conversation about what it really takes to unlock service growth.

Grounded in recent research conducted by Future of Field Service in partnership with Simon-Kucher, the discussion moves beyond theory to explore how a global leader has translated service ambition into measurable outcomes. While 85% of service leaders express optimism about growth potential, only 2% report delivering outcome-based services at scale.

Sasha shares how Tetra Pak has spent more than a decade building the trust, capabilities, and commercial models required to turn outcomes into a €2.2B service business - with half delivered through long-term, performance-based agreements.

Listeners Will Gain Insight Into

• The evolution from a la carte services to outcome-driven partnerships
• Why service should be anchored in value realization - not revenue targets
• How employee experience directly fuels service growth and retention
• The role of digital platforms like Factory OS in enabling cost, sustainability, and workforce transformation
• Practical advice for organizations looking to scale beyond the “2%” of outcome-based offerings

Sasha makes a compelling case that every service already delivers outcomes - the question is whether companies are structured to identify, capture, and share that value effectively.

He also challenges leaders to think differently about:

• Workforce shortages
• Travel reduction
• Knowledge management
• Risk-sharing models

—all of which can become enablers of long-term differentiation in service delivery.

If you’re navigating the shift from transactional service to strategic partnership, or looking for real-world validation of what outcome-based service looks like in practice, this episode offers both inspiration and pragmatic guidance.

Because in the end, as Sasha puts it: 

You sell equipment once. Customers come back for the service experience.

Watch or Listen to The Episode

You can watch the full conversation or listen on your preferred podcast platform.

Follow Along with the Conversation

• 02:50 - Sasha introduction + Tetra Pak services overview
• 06:55 - Service growth trends: research insights + industry optimism
• 09:23 - Why customers return: the power of service experience
• 10:58 - A la carte services vs outcome-based service models
• 12:20 - Tetra Pak’s service transformation + €2.2B outcomes business
• 17:45 - Value realization: every service delivers outcomes
• 23:42 - Service growth challenges: workforce, travel, knowledge management
• 30:21 - Employee experience as a driver of service growth
• 33:05 - Digital transformation in service + Factory OS platform
• 40:48 - Future opportunities: knowledge gaps, as-a-service, quality outcomes
• 43:48 - Advice for scaling outcome-based services beyond the “2%”
• 46:25 - Episode wrap-up

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