UNSCRIPTED | A conversation on technology innovation, talent transformation, and culture-driven leadership.
Field service is evolving rapidly, but the conversations at Field Service Next West 2026 in San Diego made one thing clear: success isn’t defined by technology alone. Instead, it lies at the intersection of innovation, people, and culture.
In this episode of UNSCRIPTED, host Sarah Nicastro recaps the standout sessions, pivotal conversations, and personal reflections from the event. From balancing globalization and localization to redefining the service value proposition, the discussion highlights how industry leaders are navigating the complexities of today’s service landscape while preparing for what comes next.
For organizations striving to remain competitive, the key takeaway is clear: sustainable transformation requires not only modern technology, but also a deep commitment to customer-centricity, workforce development, and strong organizational culture.
Watch The Full Episode Here
In This Episode, We Explore
- Why standardizing and modernizing the technology stack is essential for scalable service operations
- How organizations are positioning service as a revenue and outcomes-driven engine
- The importance of customer obsession and truly listening to customer feedback
- How employer brand and the concept of “emotional salary” influence talent attraction and retention
- The role of technology and AI in strengthening field service culture
- Why leaders must balance innovation with strong execution of core business functions
- Creative approaches to recruitment and workforce development - -
- Insights from the Women in Service Breakfast and Stand Out 50 Leadership Dinner
Balancing Globalization and Localization
The event opened with a keynote from Brad Haeberle, Executive Vice President of Services, Smart Infrastructure Services at Siemens. Brad explored how global organizations can strike the right balance between standardization and localization.
A recurring theme throughout the week was the critical importance of standardizing the technology stack. Establishing global standards enables scalability and efficiency, while thoughtful localization ensures that regional customer and operational needs are effectively addressed.
Service as a Revenue and Outcomes Engine
Sasha Ilyukhin, SVP of Services at Tetra Pak, shared insights into positioning service as a driver of growth rather than a cost center. He highlighted the Advanced Services Group’s “Four Es” framework—Explore, Engage, Expand, and Exploit—as a powerful, iterative approach to continuously evolving customer value.
This perspective reinforces the shift toward outcome-based service models, where organizations focus on delivering measurable business results for their customers.
Customer Obsession Starts with Listening
During a panel on redefining the service value proposition, Tanya Singh, CCO at Biotronics3D, emphasized a simple yet often overlooked principle: true customer obsession begins with listening.
Understanding not only where organizations excel but also where they fall short provides invaluable insights for continuous improvement. This commitment to honest feedback is essential for shaping meaningful and differentiated service experiences.
Employer Brand and the Power of “Emotional Salary”
Talent transformation was another central theme. Marta Riggins, Strategic Consultant for Employer Brand and Engagement, introduced the concept of “emotional salary.” Beyond financial compensation, emotional salary reflects how employees feel about their work environment, opportunities for growth, recognition, and overall sense of purpose.
As the industry grapples with a widening talent gap, strengthening the employer brand and creating meaningful employee experiences will be critical to attracting and retaining the next generation of service professionals.
Technology’s Role in Shaping Culture
In a co-keynote, James Mylett, CEO of Smart Care, explored how technology can actively shape and strengthen field service culture. Rather than replacing human expertise, modern tools and AI can:
- Empower technicians to perform at their best
- Amplify recognition through real-time customer feedback
- Improve work-life balance by optimizing scheduling and utilization
- Enhance the visibility and impact of frontline contributions
These capabilities demonstrate how technology can serve as a catalyst for a more engaged and resilient workforce.
Rethinking Recruitment and Workforce Development
The challenge of attracting new talent was a recurring topic throughout the event. Megan Schlom of Schneider Electric highlighted the need for creative and flexible recruitment strategies, emphasizing that there is no one-size-fits-all approach.
While some organizations succeed with apprenticeship programs, others may find greater impact through partnerships with trade schools or alternative pathways. The key is for leaders to take an active role in shaping recruitment strategies and adapting to the evolving expectations of today’s workforce.
Balancing Innovation with Strong Execution
Another important insight came from discussions around AI and technological advancement. While innovation is essential, leaders were reminded that technology should not be used as a substitute for strong execution of core business functions. Sustainable success requires a balance between embracing new possibilities and maintaining operational excellence.
Community and Connection
Beyond the formal sessions, the event fostered meaningful connections across the field service community. Highlights included the Women in Service Breakfast, which provided a platform for open and empowering dialogue, and the Stand Out 50 Leadership Dinner, celebrating leadership and collaboration within the industry.
These moments underscored the importance of community and shared learning in shaping the future of field service.
Why This Matters for Service Leaders
Field Service Next West 2026 reinforced several critical shifts shaping the industry:
- Service is becoming a strategic growth engine, not just an operational function.
- Technology standardization and modernization are essential for scalability.
- Customer-centricity and listening are foundational to value creation.
- Talent attraction and retention depend on strong culture and employer branding.
- AI and digital tools should enhance, not replace, human expertise.
- Leadership and community play a vital role in driving sustainable transformation.
Organizations that successfully integrate these elements will be better positioned to build resilient, adaptable, and future-ready service operations.
Join the Conversation
- Follow Future of Field Service on LinkedIn here
- Subscribe to The Insider Newsletter here
- Follow Sarah Nicastro on LinkedIn here
- Subscribe to the Future of Field Service YouTube Channel here
About the Host
Sarah Nicastro is the founder of Future of Field Service and a leading voice in service transformation. Through the UNSCRIPTED and Frontline UNSCRIPTED podcasts, she brings together industry leaders and practitioners to explore the trends, challenges, and opportunities shaping the future of service.