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February 12, 2026 | 3 Mins Read

Resilience Is The Strategy

February 12, 2026 | 3 Mins Read

Resilience Is The Strategy

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Episode 1 - Assets UNSCRIPTED

Sometimes maximizing asset value is less about short-term optimization and more about building resilience over decades. In the first episode of Assets UNSCRIPTED, host Berend Booms speaks with Markus Göring, Director of Asset Value Controlling at Vattenfall, about why resilience has become a strategic priority for asset-intensive organizations operating in an increasingly uncertain world. 

They explore where organizations most commonly lose asset value across the lifecycle, why risk-based maintenance is not optional but foundational to staying in control, and how deliberately balancing performance, cost, and risk over time is what ultimately creates resilient operations. Markus shares a pragmatic view on the realities of data and AI in asset management, the role of operational readiness in preventing value erosion between projects and operations, and why transparency, clear ownership of assumptions, and cross-functional alignment matter more than tools or certifications. 

For leaders navigating short-term pressures, long asset lifespans, and growing volatility, this conversation offers a grounded, experience-based perspective on resilience as a strategy-not by trying to predict the future, but by staying in control and being prepared for it. 

What You’ll Learn

This episode explores why resilience has become a strategic priority for asset intensive organizations, and what it takes to protect asset value over decades. Key takeaways include:

  • How organizations lose asset value across the lifecycle, often starting in planning and assumptions
  • Why risk based maintenance is foundational to staying in control, not an optional add on
  • How to balance performance, cost, and risk over long asset lifespans without losing sight of the strategy
  • Why operational readiness matters, and where handoffs from project to operations commonly break down
  • A pragmatic view on data and AI in asset management, including why predictive maintenance often falls short today
  • Why transparency, clear ownership of assumptions, and cross functional alignment matter more than tools or certifications

About the Guest(s)

Markus Göring is the Director of Asset Value Controlling at Vattenfall. Based in Hamburg, he leads an international team that supports asset value maximization across the full lifecycle, from business cases and investment planning to project governance, operational readiness, and optimization during operations and maintenance.

Follow Along

  • What asset value means at Vattenfall, and how sustainability and security of supply shape the equation - 00:03:56 to 00:07:13
  • Where organizations lose asset value across the lifecycle, from assumptions to decommissioning - 00:08:01 to 00:12:04
  • Balancing long term value with short term pressures using asset strategy and yearly planning - 00:14:23 to 00:19:06
  • Why risk based maintenance is not optional, and how criticality drives the maintenance approach - 00:20:13 to 00:25:59
  • The common pitfall in moving from reactive maintenance to control, and why operational readiness matters - 00:26:38 to 00:29:09
  • Data, AI, and the reality gap, plus where small, targeted use cases can create value now - 00:31:06 to 00:37:19

Why analytics and process improvement should enhance employee experience and customer outcomes - not feel like oversight. A powerful reminder that trust drives results.

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts or Spotify. Also, subscribe to our newsletter right here.

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February 11, 2026 | 3 Mins Read

Lessons Learned from a Regional Leader Driving Impact in a Global Organization 

February 11, 2026 | 3 Mins Read

Lessons Learned from a Regional Leader Driving Impact in a Global Organization 

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Epsiode 353

Leading multiple countries across Asia Pacific requires far more than operational excellence—it demands deep cultural understanding, intentional relationship-building, and the strategic ability to represent your region within a global enterprise. In this episode of UNSCRIPTED, host Sarah Nicastro sits down with Madhu Oza, Director of Global Technical and Service Excellence for APAC at Abbott Laboratories, to explore what it takes to build trust, bridge cultural divides, and amplify regional impact while maintaining alignment with global standards.

Whether you're navigating the complexities of international leadership or looking to elevate your team's impact on the world stage, this conversation is packed with actionable insights to help you lead with cultural intelligence and authenticity. 

What You'll Learn

This episode explores how regional leaders can drive results and build alignment without losing the nuance of local context. Key takeaways include:

  • How to separate true cultural context from poor execution or lack of ownership
  • Why you cannot lead a multi-country region through a screen and what “being on the ground” really unlocks
  • How to build connection and cohesion across dispersed field teams without relying on constant in-person travel
  • How to represent your region effectively within a global headquarters that designs processes for the markets it knows best
  • A more realistic approach to standardization that protects the “what” while giving teams flexibility in the “how”
  • How trust, curiosity, and employee experience shape service excellence initiatives and customer outcomes

About the Guest(s)

Madhu Oza is the Director of Global Technical and Service Excellence for APAC at Abbott Laboratories and a Standout 50 leader. Based in Singapore, Madhu leads capital equipment services across 15 countries in Asia Pacific, supporting installation, maintenance, and issue resolution across a highly diverse regional footprint.

In addition to her APAC leadership role, Madhu also oversees global service excellence initiatives focused on service enablement, including tools, processes, and analytics designed to improve operational performance, employee experience, and customer outcomes.

Follow Along

1. Why You Can’t Lead Asia Pacific From a Screen

00:08:58 – 00:11:34
Madhu explains why regional leadership requires immersion, not management by video call. Visiting countries, meeting customers, and stepping into cultural context are non-negotiable.

2. Japan vs. China: Two Very Different Approaches to Change

00:04:59 – 00:07:52
A compelling comparison of consensus-driven risk awareness in Japan versus fast-moving, entrepreneurial experimentation in China and what that means for leading change effectively.

3. Building Connection Across Dispersed Field Teams

00:12:47 – 00:18:47
From smaller in-person gatherings to virtual workspaces and cross-country collaboration, Madhu shares practical ways to prevent disconnection in remote service teams.

4. Representing Your Region at Global Headquarters

00:22:55 – 00:26:56
Madhu discusses how to advocate for regional realities using scale, data, and visibility and why “marketing your team” is essential to building influence.

5. Standardization That Actually Works

00:28:28 – 00:29:59
A grounded perspective on global consistency: define the hard requirements, eliminate unnecessary standardization, and give teams ownership of execution.

6. Curiosity Over Control in Service Excellence

00:45:20 – 00:47:01
Why analytics and process improvement should enhance employee experience and customer outcomes - not feel like oversight. A powerful reminder that trust drives results.

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts or Spotify. Also, subscribe to our newsletter right here.

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February 9, 2026 | 4 Mins Read

Field Technicians: To Sell or Not to Sell?

February 9, 2026 | 4 Mins Read

Field Technicians: To Sell or Not to Sell?

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By Sarah Nicastro, Creator and Editor in Chief, Future of Field Service

Last week, Future of Field Service and Simon-Kucher co-hosted a leadership summit in NYC based on the research we recently partnered on. The research explores what commercial excellence in field service looks like, where the biggest opportunities for service growth lie, and what challenges exist in realizing service’s full potential.

We had about 15 leaders in attendance, representing various industries, and the conversation flowed easily. So much so, in fact, that it demanded our agenda become quite fluid (which is the best sign of a good engagement!). One of the discussions that surfaced that I found most interesting was around how various organizations approach the field technician/engineer’s role in selling.

This topic surfaced while reviewing a section of the research that explores the opportunity that exists to improve and expand value selling in field service. Various leaders spoke up about whether field technicians take part in sales for their businesses, whether they feel their current approach is working well (or not), and what they’d most like to improve.

Selecting a Service Sales Structure that Aligns to Your Strategic Objectives

Without divulging any specifics, here are some of the scenarios that were presented by those in attendance:

  • Field technicians as sales accelerators/enablers. To varying extents, some organizations are encouraging and incentivizing technicians to actively but indirectly take part in the sales process. One example is incentivizing service techs to look for sales opportunities and formally document those within a lead generation process or to hand off directly to sales. Another organization pairs service and sales to work as a team, forcing closer collaboration to increase the likelihood that sales can appropriately capitalize on opportunities identified through the tech’s knowledge and expertise.
  • Field technicians as trusted advisors. Some organizations prefer to keep a clear delineation between the service and sales functions. In these instances, they feel doing so helps preserve the perception of the field technician as a trusted advisor and protect their ability to act as such. This structure is also used where friction exists between sales and service to where any direct involvement in sales by the service function could be seen as “stepping on toes.” One organization uses a CSR role to act as the intermediary between service and sales and to keep focus on the customer experience.
  • Field technicians as direct sellers. Other organizations are more actively prompting their field technicians to sell, equipping them with what’s needed to not only make suggestions while engaged with a customer but to provide quotes and even close business. This seems to work best in organizations where service is already well understood and respected as part of the overall value proposition and revenue engine.

Compensation, Management, and Training are Key in Enabling Field Service Sales Success

Regardless of how an organization approaches the field technicians’ role in the sales process, some other important points surfaced throughout the discussion that provided good food for thought. The first is that, whether you want to encourage technicians to identify, participate in, or own sales opportunities, how you incentivize them through compensation is crucial.

“Technicians are coin-operated,” one leader joked. But all seemed to agree that compensation is a key lever to drive the desired behavior. That said, numerous leaders shared that it’s less about offering a huge monetary amount as it is putting in place the lever to keep sales in focus and motivate technicians to take part. Some companies offer more sizeable commission structures, sometimes shared with sales, while others provide more of a nominal bonus per opportunity uncovered.

One point that seemed to be quite important is that often organizations focus on how to drive behavior among the frontline but fail to consider how to incentivize frontline managers. This can be a significant missed opportunity as those individuals will spend the most hands-on time driving behavior.

Finally, if you’re looking to grow sales through the frontline – whether directly or indirectly – you should reflect on whether you are properly enabling what you’re asking not only through incentives but through training. If you’re expecting field technicians to play any role in selling, they should receive training so they are informed and effective.

Conclusion

As I mentioned at the beginning, this conversation was a relatively small sidebar in a larger discussion about value selling. Which means the role your field force plays in selling is a microcosm of the role service represents in your customer value proposition. For most businesses, there’s a sizeable opportunity for evolution and growth here. This opportunity is being compounded by both customer expectations and technological development. I anticipate that how businesses market, sell, and deliver service will change more significantly in the next 3-5 years than it has in the last decade. While there’s no one right approach to selling service, it’s an area that deserves and demands more strategic focus than it ever has. So, my advice is to push for that within your company, stay curious and continue to seek inspiration beyond your own industry, and focus on the art of what’s possible rather than upholding what’s always been.

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February 4, 2026 | 3 Mins Read

The Constructive Contrarian: How Questioning Everything Can Build Success – Part Two 

February 4, 2026 | 3 Mins Read

The Constructive Contrarian: How Questioning Everything Can Build Success – Part Two 

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Epsiode 352

In this episode of UNSCRIPTED, host Sarah Nicastro sits down with Greg Crumpton, VP at ServiceLogic and founder of DeepKnowledge, to explore how curiosity and contrarian thinking drive innovation, why respecting local expertise beats corporate control, and how modern leaders can build cultures where people actually want to stay. Whether you're navigating acquisition-led growth, scaling teams across generations, or struggling with the shift from command-and-control management, this conversation is packed with hard-won wisdom on trust, mutual respect, and what it really takes to lead today.  

This is part two of a two-part episode; listen to part one here.  

What You'll Learn

This episode explores leadership through a practical, people-first lens. Key takeaways include:

  • Why asking “why” is not a sign of disrespect, but a signal of curiosity and engagement
  • How misinterpreting questions from younger generations creates unnecessary friction and talent loss
  • Why apprenticeship, coaching, and long-term development matter more than short-term productivity
  • How leaders can move from command-and-control to trust-based, human-centred management
  • Why flexibility, listening, and personalised work arrangements are becoming competitive advantages
  • How empathy, not authority, is emerging as a defining leadership trait in today’s workforce

About the Guest(s)

Greg Crumpton is Vice President at ServiceLogic and founder of DeepKnowledge. With a career spanning hands-on technical work, business ownership, acquisition-led growth, and executive leadership, Greg brings a rare blend of operational credibility and human insight.

He is also the author of two books focused on leadership, culture, and the lessons learned through real-world experience - what he calls “earned scar tissue” that he now shares to help others avoid learning the hard way.

Follow Along

1. Curiosity vs. Disrespect: Reframing “Why”
00:01:50 – 00:06:07
Greg explains why younger generations asking “why” isn’t contrarian behaviour - it’s how they’ve learned to navigate the world. Leaders who mistake curiosity for insubordination miss opportunities to teach, connect, and build trust.

2. Challenging the Status Quo Without Ego
00:07:25 – 00:11:10
Both Greg and Sarah unpack why industries that cling to “this is how we’ve always done it” struggle to evolve, and why good ideas can come from anywhere, regardless of age, title, or tenure.

3. People Matter More in a Digital World
00:11:10 – 00:14:04
As technology and AI accelerate, Greg argues that human connection becomes more, not less, important. Tools should elevate people, not replace them.

4. Building a Workplace People Choose, Not Tolerate
00:14:48 – 00:18:53
From flexible time off to personalised career paths, Greg challenges one-size-fits-all employment models and explains how companies can become magnets for talent instead of revolving doors.

5. Leadership Has No Shortcuts
00:19:57 – 00:24:39
Real leadership requires time, presence, and emotional investment. Greg and Sarah discuss why policies can’t replace human judgement and why leaders must understand the real lives behind job titles.

6. Empathy as a Learned Skill
00:32:56 – 00:38:03
Greg reflects on the life experiences that shaped his leadership philosophy, from loss and hardship to moments where small decisions profoundly changed others’ lives. Empathy, he explains, is built not assumed.

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts or Spotify. Also, subscribe to our newsletter right here.

Watch here:

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February 2, 2026 | 6 Mins Read

You Know What Your Field Technicians Are Doing, But Do You Know How They’re Doing?

February 2, 2026 | 6 Mins Read

You Know What Your Field Technicians Are Doing, But Do You Know How They’re Doing?

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By Sarah Nicastro, Creator and Editor in Chief, Future of Field Service

If you’ve followed Future of Field Service for any length of time, you know that I don’t see my primary role as content creation but to look for every opportunity to nurture the power of community. One such opportunity is bringing together our Stand Out 50 leaders on a virtual session every couple of months. This gives them a chance not only to network, but to ask for advice on different topics and to draw on the experiences of the larger group in a way that can expand thinking and spark lightbulb moments.

For our January session, one leader asked if we could focus the conversation on field force wellbeing – and I gladly obliged. The leader who requested the session kicked us off by sharing a bit about the work his company has done in recent years to better understand and improve field force engagement, and how that work has led to a current focus on wellbeing. The topic sparked a lively discussion and resulted in multiple messages after expressing gratitude for prompting thought on a topic that doesn’t get enough attention.

While these sessions are always confidential, there was plenty of insight that came out of the discussion that I can share anonymously – because this is a topic that warrants more discussion, more attention, and more action.

Why Field Force Wellbeing Matters

People leaders understand there are many reasons to care about employee wellbeing. From a business perspective, it’s proven that healthy, engaged employees do their best work, are more resilient to change, are more likely to stay in role, and provide better customer experiences.

While wellbeing matters for any employee, there are unique challenges and stressors for the field force that make it particularly important to consider. These characteristics also mean that many overarching employee wellness programs are insufficient (at best) for the field. Field technicians contend with frequent travel, feeling disconnected from the company, experiencing isolation, high stress and frustrated customers, and much more.

These factors can contribute to instances of mental ill health and, in extreme situations, suicide. Further, many leaders feel limited in how to support the field force. This can stem from lacking the knowledge of how best to approach wellbeing topics, realizing broader employee initiatives don’t translate well to field technicians, and/or being caught between what would help employees in need and what the business demands.

Pulse Check: Leaders Share the Current State of Wellbeing Focus in Their Organizations

We anchored our recent Stand Out 50 discussion with some live benchmarking. Here’s an overview of how leaders weighed in:

Question 1: Do you have a specific mental wellbeing or wellbeing program in place?

  • Yes – 64%
  • No – 36%

Question 2: Do you have a way to measure hot spots of stress in your teams?

  • Yes – 45%
  • No – 55%

Question 3: Do you offer temporary work alternatives to mitigate the stress for engineers facing wellbeing challenges?

  • Yes – 70%
  • No – 30%

Question 4: Are your HR/health & safety teams engaged with your field force?

  • Yes – 100%

Question 5: Are you tracking mental ill health cases?

  • Yes – 78%
  • No – 22%

Question 6: What do you feel is the biggest wellbeing risk to your engineers?

  1. Stress & burnout – 91%
  2. Fatigue – 81%
  3. Physical wellbeing (sleep/diet & exercise) – 80%
  4. Physical pain (muscle/body/skeletal issues) – 73%
  5. Loneliness/social isolation – 52%
  6. Relationship issues/time away from home – 48%
  7. Mental wellbeing – 44%
  8. Substance abuse/alcohol – 33%
  9. Gambling/addictive behavior – 22%

Considerations for How Best to Assess & Approach Field Force Wellbeing

Wellbeing should be part of a holistic focus on employee engagement. One leader shared the six areas of engagement their company focuses on for field technicians:

  1. Ensuring employees are well-managed; strong leadership is crucial, especially for field technicians that are often all or mostly remote
  2. Making field technicians feel part of the company – make sure they see how their role connects to the company’s purpose
  3. Put tools, processes, and practices in place that help field technicians feel well supported in their work
  4. Create a positive work culture for field technicians that sometimes can feel closer to customers’ cultures than their own company’s
  5. Offer a clear and fair development and career path
  6. Ensure field technicians are adequately recognized

These six areas were developed from an initiative to understand field technician sentiment, including what they enjoyed about their roles, what they felt proud of, what their biggest challenges were, what they disliked, and what contributed most to frustration and stress. When considering how best to approach field technician engagement and wellbeing, it’s important to start with a strong plan for assessment.

The following best practices were discussed in our recent session:

  • Surveys can be effective, but not if they’re the only measure of assessment
  • In-person workshops are very helpful to add anecdotal perspective to survey results, and to build trust by showing the quest is genuine
  • It’s important to understand root cause and, for global operations, to consider how cultural factors will surface in findings (and requirements)
  • Findings should be grouped and prioritized, this prioritization should be shared with field technicians – including an explanation for what input cannot be addressed and why
  • It’s important to remember that imperfect communication is better than none

One area our conversation centered around is the fact that to make any real impact around wellbeing, efforts must combine both programmatic efforts and individual attention. Meaning, company-wide processes and resources and important, but without strong individual leadership, often won’t make a markable difference in wellbeing.

For many service organizations, who have leaders that have progressed through the ranks, this likely means that training and development will play an important role in improving wellbeing. Leaders with strong emotional intelligence, an up-to-date understanding of how to approach wellbeing topics, and clarity around effective communication are crucial to supporting frontline employees. Company-wide awareness, resources, and support alongside leaders well-equipped to navigate individual team member relationships is the winning formula.

Leaders discussed examining the contributing factors to field technician wellbeing and engagement based on the following categories:

  1. Systemic factors – are there organizational or structural issues contributing to challenges that need to be addressed?
  2. Role-related risks – are there ways to better address some of the factors known to effect field technician wellbeing?
  3. Leadership support – are there ways we can better equip leaders to identify, support, and escalate issues before they become critical?
  4. Communication effectiveness – is there help in place that simply isn’t being adequately communicated to field teams?

Getting Creative Around Improving Field Force Wellbeing

In a world that can feel quite heavy and with a talent landscape consisting of multiple generations with differing needs, many may find it time to get a bit more creative about how to improve wellbeing. Surface-level statements and company EAP offers don’t fit the needs of today, so as you understand what challenges exist among your workforce, I encourage you to think beyond what’s always been done in how to address them.

With increasing use of remote capabilities and AI, companies should be able to offer greater flexibility than they have in the past. This may help alleviate some of the stress of travel while maintaining customer expectations. Leaders agreed that finding new and better solutions for how to offer field teams greater work/life balance is important.

They also shared examples of some different tools being offered to help assist wellbeing efforts. One leader said they’ve begun offering a paid subscription to the Calm app to every employee, another talked about a tool in use to assess mood (similar to that developed by Rob Stephenson, who was on the podcast to discuss mental wellbeing a while back).

While challenges may demand greater creativity, it starts with listening to what those challenges are and really understanding how your workforce feels and what they need more (or less) of. If you have any input on how you’ve worked to better understand or address field force wellbeing, I’d love to hear from you!

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January 28, 2026 | 2 Mins Read

The Constructive Contrarian: How Questioning Everything Can Build Success – Part One

January 28, 2026 | 2 Mins Read

The Constructive Contrarian: How Questioning Everything Can Build Success – Part One

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Episode 351

In this episode of UNSCRIPTED, host Sarah Nicastro sits down with Greg Crumpton, VP at ServiceLogic and founder of DeepKnowledge, to explore how curiosity and contrarian thinking drive innovation, why respecting local expertise beats corporate control, and how modern leaders can build cultures where people actually want to stay. Whether you're navigating acquisition-led growth, scaling teams across generations, or struggling with the shift from command-and-control management, this conversation is packed with hard-won wisdom on trust, mutual respect, and what it really takes to lead today.  

What You'll Learn

  • Greg’s path from second generation HVAC technician to business owner and VP at a 3 billion dollar service organization
  • What happened after the acquisition, why a six month plan became twelve years, and what that says about culture and mutual respect
  • Why local operations often drive the real value, plus what a lean corporate team enables
  • The difference between controlling partners and setting shared expectations for service delivery
  • What it means to be a constructive contrarian, when it helps, and when it can hurt
  • How leadership has shifted from being the “answer holder” to being the person who removes hurdles and supports teams
  • Why generational differences are shaping communication, retention, and leadership priorities

About the Guest(s)

Greg Crumpton is Vice President at Service Logic and a lifelong HVAC professional who began his career in the trades and later built a successful service business from the ground up. After selling his company to Service Logic, Greg became a key voice connecting corporate strategy with frontline reality. He is also the founder, curator, and writer at DeepKnowledge, and host of the Straight Out of Crumpton podcast, where he explores leadership, service, and the real world decisions that shape performance.

Follow Along

  • 00:03:04 Greg’s HVAC roots, from second generation beginnings to apprenticeship and early career moves
  • 00:07:45 Building Airtight Mechanical from the garage, scaling the business, and selling to Service Logic
  • 00:09:55 Life after acquisition, why Greg was asked to step back in, and how a six month plan became twelve years
  • 00:18:48 The Service Logic operating model, local culture, and why a lean corporate team works
  • 00:29:09 Being a constructive contrarian, curiosity, kaizen, and challenging the status quo with intent
  • 00:44:53 Modern leadership, supporting teams, and the mindset behind “love people and show the way”

If you enjoyed this episode, make sure to subscribe, rate, and review on Apple Podcasts or Spotify. Also, subscribe to our newsletter right here.

Watch here:

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January 26, 2026 | 6 Mins Read

A Masterclass in Articulating AI's Role in Field Service 

January 26, 2026 | 6 Mins Read

A Masterclass in Articulating AI's Role in Field Service 

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by Sarah Nicastro, Creator and Editor in Chief, Future of Field Service

On January 14th I listened to a TSIA webinar where Roy Dockery talked through his State of Field Services 2026 report. I won’t give it all away in this article, because it is well worth your time to both watch the recording and read through the report – but let me just say, I took enough notes to fill pages!

Many of you likely know Roy; he’s a military veteran turned service leader who has written a book on leadership and is currently the Sr. Director of Support Services and Field Services Research at TSIA. So, his perspective is well-rounded but grounded in real-world experience. He’s been a guest on the podcast many times, acted as a judge for the 2025 Stand Out 50 Leadership Awards, and most importantly has become a friend.

With such a well-respected voice speaking on the State of Service I expected some words of wisdom – but didn’t anticipate what was a true masterclass for field service leaders in how to consider, position, and articulate not only the role AI will play in the future of service – but how businesses must adapt.

Here I’m sharing a few points that stuck in my mind – not because they were entirely new to me, but because I hadn’t heard them described with such clarity.  Again, I urge you to go have a listen to Roy share this perspective firsthand and take your own pages of notes. There’s an urgency to move into this next era of service, and I found Roy’s way of articulating both the opportunities and risks very helpful – I’m sure you will, too.

AI Has the Potential to Restore the Humanity of Service

With much debate about the way AI will impact human jobs, causing ample anxiety, Roy’s explanation about how AI has the potential to restore humanity in service one leaders should be amplifying within their organizations. Roy said, “There’s a lot of noise about AI replacing jobs – in field service, AI will not replace techs; it will augment them. It isn’t about devaluing the human; it’s about making the human more of a hero.”

This perspective is born of a few factors – the challenging talent landscape you’re all too familiar with, the ability for AI to truly transform how knowledge is captured and democratized, but also how AI can lighten the load that digital transformation itself put onto technician’s shoulders.

Roy explains that when field service organizations began embracing digital transformation, it resulted in a multiplication of administrative expectations from technicians. “We need to stop treating our experts like commodities and start treating them like the strategic assets they actually are – technicians are burnt out because we’ve saddled them with all of these administrative duties in addition to demanding their expertise,” says Roy.

(I had an interesting conversation on the podcast with Faisal Hoque on how to unlock AI potential while protecting the human experience if you’re interested in more.)

This issue is compounded by the fact that most service organizations are still focused on transactional business models, forcing them to hyperfocus on utilization in ways that can cause angst for field technicians. And the point is, AI presents a possible solution to this challenge – alleviating low-value tasks and freeing up capacity for high-impact work while paving the way for new customer experiences. Which leads us to the next crucial point: evolving the business model.

Adapt Your Value Proposition, Or Be Left Behind

Roy goes on to discuss why focusing on utilization will fail companies in the AI era. As he says, “This is the fear many of you have – AI destroys your revenue foundation if it is built on truck rolls.” While many may gulp or sigh reading that, it is imperative to digest.

With the potential AI brings to work smarter and the ways customer expectations have evolved based on what they see is possible in consumer experiences every day, it’s (past) time to adapt. Today and into the future, more money will not come from more billable hours – it will come from more value delivered.

“As organizations, many of us have focused on time and material or cost-plus-margin; it’s been difficult to get to outcomes,” says Roy. “But in the way expectations are evolving, and with what AI makes possible, we have to adjust or be left behind. If your money only comes from billable time, and now we only roll a truck for the most complex problems, you have an issue.”

The AI era brings with it more opportunity for remote resolution and self-service, as well as insights that ensure when an on-site visit is required the technician arrives knowing what needs to be done and is prepared. All capabilities that allow for smarter work and no excuse not to offer measurable value, deeming transactional business models far less appealing, if not irrelevant altogether.

“We have to shift from just trying to keep people busy (utilization) to absorption – value delivered relative to the cost of that technician,” urges Roy. To his point, this can include on-site work when necessary or done preventatively, but it also encompasses remote work, training, providing insights, customer engagement, and more. The focus shifts from keeping employees busy to empowering them to deliver value customers feel warrants more revenue than the time and materials model.

(You can listen to an example of how ABB is approaching this in a podcast on its use of AR and AI to modernize field service and evolve the customer experience.)

We’ve talked about the shift of service from a cost center to profit center, but Roy rightfully points out how that framing is too narrow – we shouldn’t settle for delivering profits but shift to viewing service as a strategic revenue driver.  

Think Bigger Than Operational Excellence

What will keep companies from leveraging AI in ways that make their field technicians heroes and positions service as a strategic revenue driver? Falling into the default thinking that technology is (only) an enabler of operational excellence.

AI is far more than an enabler; it’s an amplifier. One IFS customer I interviewed recently about their use of agentic AI described it as their “force multiplier” – and that is the view more organizations need to take. Less “how can we improve efficiency” and more “how do we reimagine what’s possible?”

In his webinar, Roy pointed to numerous examples – one of the most significant is around knowledge transfer. “We need to use AI to digitize the brain of senior and retiring techs – to productize the expertise that already exists within our teams in a way that allows a new hire to be effective in weeks or months versus months or years,” he says. “It isn’t just about making troubleshooting less complex – it’s about equipping a new talent pool to show up with the confidence of 20+ years of experience.”

(Makino shares a great example of how they’re approaching this in this article.)

Businesses need to look for the opportunities to eliminate friction and remove any administrative, repetitive, low-value tasks possible. “We’re too short on talent to have techs dealing with friction. Agentic AI should handle the tirage; humans should handle complex issues that require empathy – this restores the dignity of the role,” says Roy. “We can strip away data entry, robotic tasks, techs managing schedules, and mindless fixes and liberate our technicians to focus on how they engage with customers.”

Not only should AI bear the burden of tasks like looking up documentation, recording time, after call notes and summaries, etc. – but it helps to enhance decision making and empower technicians that may be skilled but not as experienced.

Further, it ushers in far more expansive capabilities to provide valuable insights to customers – contributing the point above about expanded value propositions. With data at their fingertips, field technicians are able to provide coaching, as well as offer suggestions on better use of assets, further capabilities, and even more easily and naturally partake in lead generation.

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