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November 2, 2022 | 38 Mins Read

What it Takes to Succeed at Outcomes-Based Service

November 2, 2022 | 38 Mins Read

What it Takes to Succeed at Outcomes-Based Service

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In a session from the London Live Tour, Sarah talks with Mike Gosling, IT Service Platforms Manager at Cubic Transportation Systems about the company’s successful transition to outcomes-based service with the help of AI. Mike shares key aspects of the transformation, including the importance of change management, tips for success with AI-based tools, and the role of continuous improvement.

Sarah Nicastro: So next up, I'm excited to be joined by my friend Mike Gosling, who is the IT service platforms manager at Cubic Transportation Systems, and we're going to talk a bit about outcomes based service. So Mike is essentially offering a different perspective on the path to advanced services, and we're going to talk a little bit about what his journey has looked like, what some of the learnings are, what is coming next, etc. So before we dig in, Mike, tell folks a little bit about yourself and about Cubic.

Mike Gosling: Okay. So good morning, everyone. I started many years ago as an electronics engineer in a computing company working right down to mainframe PCBs and things like that. They did their forecasting in teacups, which meant that they collapsed and burned pretty quickly and I was made redundant. Joined Cubic, they weren't call Cubic then, and I was an engineer, working electronics engineer and they started introducing business systems into the company. One day I went into the manager of the IT team and said that I can do better than that because I thought they weren't doing very well. So I did, and he said, "Right, have a go."

Sarah Nicastro: I like that confidence.

Mike Gosling: Years of being rugby captains and things. Yeah, big personality sorry about that, guys. Anyway, joined the team and then very quickly because of my field service experience and things like that. And because I'd also been out in the field by the way, troubleshooting out in the field and things like that because they'd put me in charge of the full service systems. Now, very interesting discussions that we've had early on today. Very interesting. And we are now outcomes and I'll get to that, but I don't think we nec... Oh by the way, sorry. Cubic.

Who remembers a London prior to Oyster Card? Yeah, it was pretty rubbish wasn't it? Because we are the people that basically do Oyster Card. We are the people that do all of the transport for London and most of the UK travel infrastructure. We do it all over the world. We're world leaders. So if you go to Sydney, we are there. Manhattan, we're all over the world. We are the European hub, but we do influence the rest of the world. My little team punches quite highly in the business, so I'm proud of the team. Rob's here, oh just heard me say that now he's going to want to pay raise anyway.

So yeah, Oyster card. So now Cubic, one of the couple of the things about Oyster, I'm sorry Cubic is that we have two mantras, we've got many strategies, but two mantras that are very important to us. Winning the customer obsession and innovation and our journey to outcome based. Those were the pillars that got us there. And by following those, we then fell into outcome based. And I'll explain how. When we first got the contract years ago, with Transport for London, who's our biggest customer. Transport for London, is an amazing customer to work for as well as the others. We've got other amazing customers in the rest of the UK. But Transport for London are amazing because London is an amazing city. It's the world leader and they want to be the best. Manhattan, Oh no, no, London's better. Sydney, no London's better. So they drove us to make sure that our technologies were up to date as good as possible for the infrastructure that they're in.

We wanted to innovate and win the customer. So as TFL were going on the journey of trying to be the best city and having things like the Olympics where their travel infrastructure was put under huge strain and stresses and the whole world and the Daily Mail was ready to write the horrible headlines, traffic congestion in London spores Olympics. It never happened. It never happened because the entire infrastructure was that TFL put into place was magnificent, and we paid a part of that innovation. Well okay, we want to start using smart cards or oyster cards. Okay, well how do you do that? Off you go Cubic, could you do that? We'd like to do it, you want to do it? Let's do it together. You plug readers in, you start taking data off readers. So you build the back office infrastructure. So you have back office IT services to manage those and then all of a sudden it's kind of like, hold on, we can now start taking that data as well and using it to log incidents because there's loads of information on that.

And then that day can be backfed into engineering because we can improve the product. Brilliant. So everything's connected and then they say now we want to go cards, card payments. Yeah, card payments. So we have to then again do better integration and better tokenization and go through PCI compliance and all this other stuff becoming more IT services, more back office services. And then we introduce, because now they've got cat cables and things like that, we can introduce better PCs and control boards and things inside them. We can also start monitoring. And so this innovation between ourselves and transportation for London and other companies, all of a sudden you go to bed one day quite proud of the Olympics going well and all this and you wake up next day and we're an IT services company.

We're no longer a company that sells machines; we supply IT services to Transport for London, and Transport for London in the last rebid recognized that and came back and said, "Okay guys, now that everything's in place, your contract is no longer, we want 20 gates here and break and fix" is now you are going to supply hours of retail and hours of validation at stations and on buses and you're going to supply hours of back office system support for your IT services and you're going to supply hours of retail support for the retail terminals. And how you do that is entirely up to you because that's it. The outcome is those hours and you're going to take all the risk of that and you'll take the revenue because we all want money. But you're going to have to do that. Now from my team, how are we innovating? Well, we'd already started to try and be more efficient in the way... By the way, if you want to ask a question at some point, just jump in. But

Sarah Nicastro: All right, I'll just…

Mike Gosling: You want to hear a story? I can tell a story. We wanted to be more efficient the way we operated. So we had all these engineers all over the place and we wanted to grow the business because to grow the business all over the UK, we didn't want to just throw engineers at it. And one of the dangers about outcome based is everyone talks about Rolls-Royce, you talk about Rolls-Royce, it's fantastic hours of air. Well it's same for us. If we wanted things to be working for 20 hours a day when the service is open or 24, let's just plant an engineer there all day long. And then the moment it fixes, press the button, it goes again. The moment it fixes tweak that it's back again. Well that's just totally inefficient. We'd been starting to use tools, dynamic scheduling tools to make sure that our engineers are more efficient the way they move around the business.

Huge change in the way they operated. They were no longer being governed by someone phoning up and saying, "Yeah, can you pop down to Waterloo? There's a couple of gates broken down there, do them in your own time and call us when you finish." And the guy's saying, "Oh actually there's a cafe at Seven Sisters. Do you mind if I can pop up there first?" "Oh yeah, actually there is a job there. Go there. Yeah, don't worry about the Waterloo." That's just totally inefficient. So we had dynamic scheduling tools come in. We had mobile comms come in because we were starting... If you are getting enriched data from your machines to engineering looking at. You want enriched data from your engineers to how they fix that data. And voice interface is the single worst thing in entire world. And if you ever go down mobile comms, which some of you always do, don't narrative, tiny bit of narrative because otherwise exploited and you'll get rubbish.

Anyway, we were building that to become more efficient. We were building that to become more the way that we operated. And it was a hard change. We can talk about that if want to later on, but there was a hard change. So all of a sudden we wake up one morning, our equipment's monitoring itself, we're getting all this data in. Our engineers are efficiently being scheduled around the system and we are using mobile comms and it's all fantastic. And then all of a sudden TFL said "Right now we're becoming outcome services." And literally go from the L contract starts tomorrow, you've got three months until the new contract starts and that's the way it is. Maybe we can crowbar some of the stages in organically in those four stages, but basically we were innovating to suit our own needs and then bang off you go and start exploiting.

And we did. We started exploiting and the transition to it was absolutely fantastic because it was almost like, "Oh that's what we... Yeah you're right. This makes more sense now." And there are certain things that you start to do. So when you think of a walkway now everyone says, "Oh you said a walkway." No, that triggers brooms. That walkway is just something that collects validation and as long as it does that for 20 hours a day, we're happy, and we can change every part of that if we need overnight to achieve our... And we make much more use of parts. I know Rolls-Royce do it. I have friends who work for the airports. They steal from Peter to feed Paul to keep that plane in the air. We do very much the same because it's about those hours. So we totally change the way that our food service operation works, our logistics operation and all this data coming in that we got as well we're able to back feed into our engineering and therefore improve the IT services.

They improve the outcome, they improve reliability. So our journey was kind of an organic win the customer and innovate. And then because everything was in place, the customer says, "Well we want..." Oh by the way, I want, sorry before we'll let you a second.

Sarah Nicastro: It's fine. No pressure. Take your time.

Mike Gosling: TFL, they had a mindset themselves few years ago and I apologize if this goes out and someone from TFL sees this, I hope they'll agree what I'm saying is true. Should be because I've spoken to the main people but they want to treat every single person as valued patrons of the service because people come from the whole world round here, fella, and they want the experience of integrating with the transport situation to be exactly the same for everyone.

And what that means is that if someone boards a bus out in Gravesend or someone gets trained in Waterloo or someone gets on Ongar or someone... The experience should be exactly the same. And that's why they wanted outcome. Because it wasn't just, if it was break fix to us, we weren't worry about Ongar. That doesn't care to us. We'd make sure Victoria's Waterloo is always working because there's a million people a day. No, they wanted exactly the same level of service for every patron because they wanted to be world class London. And that's important. And because of that, when we setting up our systems and our contracts, there is a temptation, an old mindset, it's an old engineering thing. Look, there's a million people going through Waterloo every day. Get yourself down there, get down there, get down there. Come on Ongar, don't worry about it.

Three people and the dog, don't worry about it. No actually the penalties are exactly the same for that station as they are for that station. If we lose hours on that, they are as punitive as they are at Waterloo. Final thing, that means that the outcome is, although the outcome's the same, we give 20 hours of retail per day per device or validation per device at some of the stations because of the strange dynamics of some of the stations, be it access, be it certification, be it all sorts of things. The field service underneath that is totally different. It's almost like the little legs go in because my name's Gosling called I'm called Goose. Everyone's called Goose. So the little legs on a goose. Anyway, everyone thinks that it's like standard service to maintain that we've utilized the scheduling tools and we utilize the dynamic, the tools, we've utilized those business rules to identify these unique circumstances to make sure that we do maintain that level of service and all that outcome different from others.

And the way we use our engineers, the way we use our logistics, the way we have our access and certification and tools and skills there are many differences involved in that. They're pretty much all automated. But the result is that TFL you are to supply X amount of hours of retail, X amount of hours of validation and X amount of hours of back office support. And if you actually look at our schedules now, they're called LU services, they're called rail services, back office services, service transport services and retail services. Because we are not selling gates anymore. So that was a long introduction, sorry about that.

Sarah Nicastro: It's okay. All right. So that's Mike, that's everyone. So there's a couple things I want to comment on. So again, going back to the aha moments we talked about earlier, that can kind of spark this journey for Cubic, it was very clear because Transport for London with their objective of providing a high level of consistent customer experience across their whole system came to Cubic and essentially demanded, if you are going to be our partner then we want X percent uptime across the board. So figure that out.

Mike Gosling: And by the way, it's up in the near a hundred percent by the way. Yeah, it's not 60; its way up there.

Sarah Nicastro: I was going to say 96 or something.

Mike Gosling: No, it's much higher than that.

Sarah Nicastro: And so that put Cubic in a position of sorting it out and sorting it out quite quickly. And Mike and I have had a relationship over the past number of years and so we've talked about their journey quite a few times and one of the things that we just talked about, recently, is the fact that it really lended itself to them needing to be quite agile because it had to happen fast. They needed to act quickly and learn on their feet and get accustomed to that way of operating and then go back and refine. So the idea of, can we provide outcomes? Can we guarantee uptime as a minimum viable product? We need to do it no matter what. Then can we go back and reflect on, here's how we're doing it, here's how we can refine how we're doing it these things. And so there's some different learnings that come through doing it that way.

Mike Gosling: My team that I had that manage these services, that manage these because I didn't say that by the way. My team is responsible for the moment an alert appears on any device, be it a reader, be it an LCP, be it the back office. That alert becomes my property because we monitor it. We're monitoring the hundreds of thousands of bits of kit in the system in real time.

We then transform that. We decide whether or not it's an incident that gets logged as a ticket, which becomes a dashboard, which becomes a service report, which automatically sends engineers the mobile comms to all that happens automatically. I own all of that and that team, we use scrum ban process, we're trying to go to deliver when ready. But at the moment we have... We're not really sprints anymore. We've sort of got rid of sprints. We use the pull method from the scrum ban and that means we're very agile, which means that we can literally, the customer can come to us and say, we want this new change made. And if the timing's right it can be delivered in a number of weeks, days even sort of thing. Sorry.

Sarah Nicastro: No, that's okay. All right. So what I want to do is go back and talk about some of the key aspects of this. And so one of the things you mentioned is the idea of delivering outcomes manually is just impossible. If not impossible, I would say impossible. But if not, certainly unrealistic. The cost to Cubic of trying to scale up on man manpower, even if it were feasible to do that is not going to work. So you had to really rely on some of the technological innovation you already had underway and then add to that.

Mike Gosling: We had to totally even them with the contract.

Sarah Nicastro: Yeah. So talk about the importance of automation and intelligence in being able to deliver outcomes and how that gives you the ability to, as you said, really be able to in real time react to whatever complexity comes up. Because to your point, no matter what happens circumstantially with the workforce, with the technology, with Transport for London things going down world events, etc., you still have to deliver that uptime. And so you have to be able to react adeptly to any sort of circumstance.

Mike Gosling: Yeah, this could be a long answer again, sorry. So first things first, a device fails, it comes all the way through our systems and it says no, this is not a false positive. It is actually an error. The field service management tool says no. We know empirically from our knowledge of learning because of knowledge, knowledge, knowledge that the only way that this can be resolved is sending in the field engineer. It becomes an incident, it becomes a work package that gets dropped into the dynamic scheduling PSO. PSO will automatically assign that to an engineer based on their skill, their location, their tools, their certification and the contract. That's key. We'll come back to that in a minute. The contract. That will appear automatically on the engineer's device, it'll just ping up. They'll say, "Oh we've got to go to Victoria again because I hate it."

But they've got to go anyway. They'll go, they'll do all the interaction on the device which is back feeding into the systems, which is by the way real time going onto customer dashboards. The customer can look at Victoria and drill on and say, "Oh is there an engineer on site and oh, what's he doing in that? So they can see all that in real time, which means that there's no need for loads of comms between the customer. They're almost embedded in our service room if you like. The engineer can resolve that issue, leave it, the dashboard's updated the job out done. The only human interaction with that entire job is engineer. No one else has touched it. That is where the strength comes in. 80% of the heavy lifting is done on those sort of simple jobs. The system set up those rules I said about are to manage those 80% of heavy lifting and to utilize the contract knowledge, the skill knowledge, the tool knowledge, etc, then you get accept management on top of it.

So we have exception managers who spot those things that go on and that might be different, there might be real world situations, there might be, let's horrible thing to say, but there might be a blue light situation that needs some things. They can then overrule it and then start moving jobs around that they need to with that real world situation. The next thing is you understand your contracts because it sounds like it's, as I said to you earlier, okay the outcome is just 20 hours of per device of retail scale that to a hundred gates, etc., etc. When actual fact, as I said you before every place has their different dynamics and certification and access and sending someone nine o'clock in the morning to fix a walkway at Victoria, you're going to get trashed by that. And also there are other little things.

If for example if we consume in hours and then we get more than a certain amount go out, not only are we losing downtime and we are not fulfilling the outcome, we're actually a degraded service. So we get penalized again. So our contract, there's 115 SLAs or something. So really, really, really understanding the contract, not just think, "Yeah, I know the contract," really understanding it and how each interacts with that one and how each bullies that one and how if you set it up to do that one, you're going to suffer on that one and all that. And because we've taken the risk on we, again, I might get told for saying this, we have a slightly different view of it maybe to the customer sometimes because they are engineers and there are people and there are concerns humans, every two engineers, different people and different concerns and different things.

So they have to be treated differently. So we then set the system up to suit those, the required skills, that required tools, that required knowledge, all those sort of things so that the 80% of the jobs can be dealt with that. There are a lot of challenges understanding the contracts. One of them, we really put a lot of effort in front end to understand the contracts to the nth degree and how that one bullied that one. And also, by the way, I forgot to mention these sound engineers work on other customers as well as TFL, so not bullying other customers as well. And they've got a different regime because some of them are still break fix, they're still buying a gate. We are truly outcoming our biggest customer. And so not being bullinosed. So that was one challenge. The other challenge is people, because when you've got a kind of a voice and the people like that, you build up friendships, you get this, "Oh can I leave early today?" "Yeah." "I don't want to go to Kings Cross. I hate going Kings Cross." "Okay I'll never send you there again." That sort of thing. So you have to work through those. You got to get those people problems to manage those people. And let's base it, we're all here because field service, we would be lost without the brilliant engineers out in the field. They are really the bread and butter. And it would be great if more of them came here actually. Maybe if customers could be more encouraged to people real world it here so that they could have an understanding of what we are trying to do. And then we could listen to them because we all think, "Hey, what they got to do is go and fix that gate and then it'll turn up," and say right. Two things about it. One, the station supervisor at that place is really strappy and won't let you warn at this time.

Two, there's a shelf that means it's really difficult to get your body in, three and these are the real world scenarios that we have to take into account. So learning that, learning that. And the final thing is the technology side of it, is the taking that data and making meaningful use of that data, understanding is that really a system? Is that really alert? We do something which I don't think I've ever heard anyone else do. We log self-resolve incidents. We actually, an alert might occur and clear itself, but we actually log it as a valid incident and it looks just a normal incident log. It's totally cleared itself.

Take full downtime for it. We aggregate them, we are so transparent to the customer, we can go to them and say, these are all your incidents including the ones that killed themselves and the downtime and what it was and everything like that. So understanding how your incidents relate to each other and how to failure them and all that. So it's a really interesting journey. But we'd already started doing that as I say. And then when the customer came it was like, now let’s proper naval gaze at those challenges and really understand the contract, the people. Yeah

Sarah Nicastro: All right, so the first thing I want to dig into a bit is talking about the technology a little bit further and here's how. So Cubic happens to be an IFS customer and uses both field service management, which is the solution that the ticketing would go through and that the technicians interface with as well as the dynamic scheduling, which is referred to as planning and scheduling optimization or PSO for short. Now PSO is an automated scheduling tool that uses AI and essentially is self-learning. And so one of the most impactful conversations I've had with Mike is around his and his team's learnings of what it really takes to make use of an automated tool of that type and meaning, it is powerful but only if you trust it to do its job. And so for Cubic, what that has meant is to your point, understanding first and foremost the contractual obligations for uptime to Transport for London and making sure that the system prioritizes those, but then also takes into account all of these other things, the technician skills, inventory, locations, events, other customer jobs, etc.

And so what Mike is saying is that through the work that they've done with PSO, 80% of their jobs are done in a completely automated fashion. Meaning the ticket comes in, the job is dispatched to the technician, completed by the technician, closed by the technician without anyone other than the technician interfacing at all. The other 20% are where he's saying the exception managers have to put some sort of manual effort into doing some of that work. Now that's a really impressive feat to be at that point, but what it took for you was setting your success criteria and sticking to them while you let the system do its learning without acting on the human instinct to intervene, right? Because that's what they were used to doing. So can you talk a little bit about that part?

Mike Gosling: Well, yeah, you probably noticed that I've got a fairly big personality and that I'm not easily swayed.

Sarah Nicastro: The thing I like about you.

Mike Gosling: So when we went live the first day with our turning the PSO on, we've talked about understanding the SLAs and the skills and the people and all that. I absolutely made sure that no one played with the system. We'd put a lot of effort into understanding how the jobs with the contracts were SLAs, they needed the skills, etc. And it was absolutely "Now guys, you have to leave it alone because it will only work 80% of the time if it's allowed to work 80% of the time." And if you start saying, "Oh I disagree with that," and moving, it will rearrange the whole world around it and you will not get a true figure. I'll come back to data later because data for me is, that's the next big thing is using machine learning to back feed into engineering and stuff. But anyway, so we were pretty strong and mandated on that.

We would put in these continuous improvement steps and we would have, the first one would be one week and then one week and then it would go to three and then two. And if anyone spots anything, save the plan, then write down very clearly in language that was not ambiguous, it had to be understood because it wasn't just me that needed to convincing, it was the steering group, which someone talked about earlier about the leaders, man over there, your leaders, service leaders are, sometimes they're in their ivory tower, they've climbed up and a lot of them are out of touch maybe. So, you got to convince those people as well. So you literally do it and they might will moan and they will complain and they will, "Oh no, look this, no, there's no way they'll do that job first before that one" and look okay, we've got it wrong, but let's leave it for now because maybe it's something else that's happening.

Take that data and then literally analyze its nth degree. Think about it, learn about it, learn from the data, understand how it is. Now we got the SLA wrong, the first week clearly there was one actually that we got completely wrong and it was sticking out like a sore thumb. We still resisted the temptation to mess around with it because we had, I couldn't change my own goal post. I said we were going to leave it one week, we had to, it was clearly obvious it was wrong, but no, it had to stay there the whole week. Then you model, then you implement, you go through everyone. Those continuous improvement, I'm not going to go through that process. After a while all of a sudden. "Any complaints today?" "No." "Any complaints today?" "No," actually it's quite like that and excuse me. Yeah, can I change that note? You can't change the words and all of a sudden it just literally fell off a cliff.

You know, had loads of noise, loads of noise, fell off a cliff. And then it was a similar story, with our starting to meet these service outcomes, we... Oh, I forgot to mention, when we introduce these tools, we collaborated with our customer to say, "by the way, we are going to introduce a tool that the long term's going to benefit you and us. You are going to love it as much as we are going to love it. But there might be a bit of a hit to start with." And of course they were, "Ah, you can't do that." Then when they realized there was a potential hit, fine, you work through it. And this is why working with a collaborative customer, it's fantastic. All customers, but I should say brilliant, we took that hit and then the same time as all the thing, it literally bang, it fell off and we started to see a huge improvements in our SLA, huge improvements where we were and enabled us to actually grow the business over a number of years without having to take any extra engineers on.

Because we had everyone that says when you introduce these tools, "Oh we don't have enough engineers, we need more engineers. Throw engineers at it." No, actually it turns out we had probably in less than we needed to start with and able to grow the business. Either don't have enough hours in the day, put the jobs into the schedule, what's all that there? That's all spare hours, it's all there. You can see it. So yeah, so it was quite interesting that being firm and I think that's partly why it was brought in very quickly by these senior managers as being a critical business tool and is now seen as a critical business tool. And in fact, again, I'm conscious, a couple of times I've given demonstrations on behalf of TFL to other transport authorities around the world because TFLs say, "Look at this, this is the sort of tools our people are using and it's wonderful how they use it."

So they're recognizing the value of it as well. So yeah, that was one of the things is hold your nerve. The three tips I will give is one understands your SLAs to the nth degree really go in and just don't think them know them and how they bully each other. Two is work with your resources, manage the resources. It's going to be horrible. There's going to be a lot of people that really are going to fight and complain and there are key influences. They might not necessarily be the best resources, but they're the ones that shout loudest in the pub in the corner at night when they're moaning, invite them into discussion. Let them have their say. If you get two gems out of them that you are able to implement, they'll recognize that and they'll sing them from the rooftops and they'll influence the staff.

I know it's a horrible thing to say, but sometimes this is how you win people over and if something they do suggest is not necessarily right, don't rubbish them. Give them the honest reason why it's not right and they'll go away hopefully respecting you and you'll have better respect from them and then take that advice. So understand your SLAs, understand the people and hold your nerve. Do not mess around with the system, it'll fight back.

Sarah Nicastro: So I think this is really important because at the end of the day to be able to deliver outcomes the way you are, you have to rely on technology. We've established that when we talked earlier...

Mike Gosling: And that's end to end. That is literally from... That is full IT services right the way up to the mobile comms. It all contributes to being able to do that.

Sarah Nicastro: And like we talked about earlier with James, ultimately when an organization can move to a Servitiization model, the more you can leverage tools like this to improve your efficiency, the greater your revenue is going to be, right? But time and time again, what we see is organizations who are hell bent on investing in automation but don't realize that they're not actually wanting to automate, they're wanting sophisticated technology but they still want to follow the old processes and have that manual interaction and you can't have both. So if you're going to try to leverage the power of an automated tool, you have to understand and be willing to commit to the process of getting it working the way it can.

Mike Gosling: And we are lucky that one of our key sponsors is on the board who absolutely, who lives by those two mantras winning the customer and innovate. And because he's on the board and he innovates and he's a very, very respected person and he's our assistant sponsor. He literally lives that and tells that. Rob will tell you, he's sitting at the back, we do have a couple of people still who've been at the company many years who still given the opportunity one Saturday morning when none of the managers there will start, "Yeah, I'll give you that job. No problem." And then you come in and go, "What the hell happened on Saturday?" But unfortunately this is the facts of life is that you can't... It's about managing those things. But yeah it is going to be committing to it and truly committing to it and living it and also plugging those continuous improvements in continuous to innovate.

I was saying about data, I'll come back to data because one of the things that I'm really keen to do now that we're getting all this data from stuff and is to really start, I was talking to someone earlier, we're starting to look at, I call it collision data, but basically if you look at say a device starts to fail, and I have done this in the past, I gave an example earlier; if you look at the ride device is failing, rather than fix the device, start looking at what's supporting that device.

And we found that certain things were happening at the same time, well hang on, 80% of the time that occurs that's failing, right? Well can you not engineeringly fix that rather than try to fix that, to cope with that and using that to make everything more efficient from an engineering point of view so that you are streamlining things so you're not building code on code on that to fix rubbish there. And that's something that we've started to do and we're really keen to explore it when we've got all this data because if you can do that, that's going to be in service longer, which means that we retain our targets, which we make more profit. So that's an area that I'm moving into.

Sarah Nicastro: And so going back to the topic of change management, it's a really important topic. I always say it's one of the topics I get most frustrated by because everyone talks about how important it is but then continually de-emphasizes, deprioritizes actually doing it. And that is such a big problem. You gave a couple examples of the very human side of this. So technicians used to be able to like, "Hey we have this thing at this station, can you go fix it?" "Yeah sure, I'll let you know when I'm done." They stop and grab a coffee, they do this or that.

And now they're far more structured, it's far more regimented and it's the right thing to do but that doesn't make it not challenging for them as individuals, right? And so I think it is an important aspect of these journeys. And so you mentioned, obviously, I like the point about looking for the biggest naysayers and try and get your arms around why are they frustrated, how are they frustrated and dealing with that head on. I think a lot of times we think if we ignore a problem long enough it will go away and that's usually not the case.

Mike Gosling: Invite them into the discussion.

Sarah Nicastro: Any other tips or advice when it comes to change management?

Mike Gosling: Well, it's other little things as well by the way, because you can sell the benefits of it because previously when it was all very much ad hoc, you'd end up with bizarre... When an exception would happen and the only resource available who's free, he may end up getting sent right across the other side of town at the end of his shift and then he'll moan about the fact that he's got, he's spending two hours of his own time traveling back to his home base. Well we set the system up to, it knows where they start and it knows where they end. So if they want to start at one place, maybe they end somewhere else, I don't know, maybe they've got a judo lesson or a mistress or something, I don't know, something like that. But wherever it is, the system doesn't care, we'll set them so that it will actually actively try to schedule them back to that place.

So the result is if they allow the system to do the 80%, they're going to end up fairly close to where they are going, which is a massive benefit to a lot of them. The other thing about it is also what was happening before is that when you were just ad hoc exception managers, there'd be a number of engineers that got lumped with all the rubbish jobs and all the do that and they're going, "Oh why is always me that's doing this?" This system's agnostic to that. As long as they've got the skills so they get a better variety of jobs, they get a better profile of jobs, they have more life, more work enjoyment and that sort of stuff because they're not the ones that are always dumped on to do the stuff because they're the ones that complain, "Can you go and do that job?" "No, I don't want to do that." "Oh sorry I know it's you again." So they get a better scope of jobs, they get a better things. And the final thing is that when, one of the frustrating thing, engineers actually like to do a really good job. I know that sounds strange but they actually do. That doesn't sound strange. What I'm saying is that we always, some people think of engineers like want to leave early and do that and I've portrayed them, they're brilliant. They are the bread and butter and when you give them a system where it's just go and do this job and do it and you're getting jobs, they're more empowered actually to do a what's the... They know that they're not going to have another phone call saying do this, where are you? What you doing? There's no kind of external pressure put on the mini board. They are literally just empowered to go and do a great job. Does that make sense? They got tools to do it.

Sarah Nicastro: I think it's a really good clarification which is if you are investing in the right technology and you're doing it in the right way, it should be something that is helpful to them. If you're hearing a lot of complaining, it's probably, it could be partially because something is not working the way you intended it to, right?

Mike Gosling: Right. Yeah, exactly. So they no longer get the continual, "Where are you? Are you going to be finishing the next? There's a job at so and so." It's literally, I mean we tried to introduce something into the system to give them an awareness that it was busy whereby we sort of changed the hue on the colors so that they were aware that things, it never really worked. Because in actual fact they just chug through the jobs and they get and do a great job. So you sold them a number of benefits about lifestyle, being back at home, being more able to do a variety of work and stuff like that. And also if you want a better variety of jobs, get an extra skill because the system does it by skill, bang the skill and then away it goes, it'll just automatically the next day you might get one of those jobs.

So there were that, that's some of the methods we used as well as introducing some of the people in and stuff like that. Yeah. Oh another thing is that learn, there are certain things that I said to you earlier, two assets, the same thing. They've both got to be up the exact same amount of time. As I said the outcome is so many hours, so many hours. But the way that they're environmental conditions, one of them might be strategically important for us for reasons that I can't go into, others might be rubbish, but we don't know some of those, the engineers know some of those. So we learn from the engineers those things and because we then bolt them automatically into the processes and the rules and the business rules in their FSM and in PSO the engineers don't have to suffer the pain that they were suffering because just get there. The system now takes those into account and kind of works around them.

Sarah Nicastro: Democratizing some of the knowledge that prior was only in a certain technician's brain.

Mike Gosling: Yes, yes, yes. Thank you. I'm going to remember that. Democratizing the knowledge.

Sarah Nicastro: So one more thing I just want to talk about real quickly Mike, and this is another thing I like about you is you know mentioned earlier that your team and this tool are well regarded within the business and with good reason. But you could've gone through the initial pain and adjustment and got it working well and then just kicked back and put your feet up and you are of the mind not to do that. You're very focused on continual improvement and ongoing innovation and I think that's a very important mentality for leaders to have today because the pace of change isn't slowing down, you don't want to rest on your laurels. So talk about what that looks like for you.

Mike Gosling: What it looks like for me is in my team I'm scrum band, I'm the product owner and I'm with other things but I have pillars they fall into. Number one is our customers, external customers, winning the customer. I said that winning the customer. So that's the main pillar. So when they request something it drops into that pillar of work. Number two is our internal customers. Because if you're going to win external customers, you might as well win your internal customers. In fact, it's probably more important to win those so that you can win the external ones. So it's external customers, internal customers, then you've got your business as usual making. So checking the logs, checking the sus, this size, this thing, that sort of stuff you know are making sure that the infrastructure's working. Three then these are the two fun ones. Innovation, ideas, innovation, innovation.

I've had an idea, drop it in there, let's go that. And then the final one is continuous improvement driven innovation. And they are two very different things because continuous improvement is very often because you're looking at an issue that's occurred and then you're back feeding into. Innovation is dropping pure innovation into that cycle. There's a sixth one which is heart to mind and that's a sort of an overlay one where we want to be a wonderful team that everyone thinks is fantastic and it's just a reminder of the fact that sometimes changing the color of something has no discernible need to anything other than just the heart of minds of something. Does that make sense? And these tiny intangibles can add up to a massive thing. So if someone comes to us and says, I've always been fed up that it's red, can we change it to blue?

Sure, let's do that. So they're the pillars and we drop our work into those and when we go to the customer and say, you know, are paying us and all that, we actually say to them, I'd like a few of my releases a year to be innovation. And you might not necessarily get the full benefit of that because some of it might be to do with the way that our processes work. It might be a process innovation, it might be a sort of an internal technology innovation. But because we are more efficient, you will ultimately see it. And they very often come back said Yeah but we are paying you to deliver... Yeah. And then what happens is because you have good discussions with them, sure you can have that whole releases for your innovation, off you go, do it wherever you like. So they're the pillars and they're be dropping and that's the way we work.

Sarah Nicastro: I like it. Does anyone have a question for Mike?

Guest: Hi Mike. When Cubic changed to the hours were up time in quite a rush really?

Mike Gosling: It was, yeah.

Guest: You talked about really meticulously understanding the new contract with on your customer side. Did that change necessitate a contractual change with your engineers?

Mike Gosling: I've asked that question and I think it probably did, but I was so deep in the systems working that I've never, I could have taken that away. I don't You are probably right. It probably did. It probably did I've got your details. I think I can I take that away and get back to you? Yeah, certainly because of the recording of information, we had to go down the GDPR route and understand the PII and that may have meant that there was contractual changes to allow certain PII to be recorded and stuff like that.

But yeah, can I come back to that? Because it did totally change the way that they're working. One classic example was is that the very first day I was in the office, an engineer literally got allocated a job and the phone rang and he phoned up to complain his exact words were, "I hadn't been to F-ing Kings Cross in 10 years and I don't intend going today," because the system had, because he'd built that personal relationship with the FRC. So they had totally changed their way of working. But yeah, I'll have to find that out for you.

Guest: Nothing perhaps more of an observation than a question then what I saw were you saying is that when you put in the sort of looking after those devices at scale with the automation, what you're actually doing is taking away all the manual time that Cubic were investing in sort of booking jobs and dispatching them to using the information you learn from the field to try and engineer in improvements so they didn't fail in the first place.

Mike Gosling: I've got this, Rob was going to get really well because I say this all the time, I've invented this, it's my term I think there's no one called toast, but knocking the corners of spheres. My team hate that. What it is we've designed, there is a service or machine that creates perfect spheres and then one day it starts dropping cubes out. So a whole team jump in to knock the corners off that and turn them back into spheres. And then the end result is that we've got spheres coming out of it. I'm always saying, hold on a second, why are we knocking the corners off spheres? Why are we not fixing it up upfront? Why are we not going back to the original process? And whenever we have our innovation it's like okay guys, are we just knocking the corners of spheres here?

And they all go, oh he said it again. But it's kind of a little mantra that says no actually let's go back to why is that? Is that actually failing because that is the thing or is it because something prior to its causing. You are always here, every system, oh there's a new back office release happening tomorrow. New back office release, new back office release, new DGC release, new back office release. Back office releases nine times out of 10 will actually be, if you've got integrated solutions and your IT services and readers and things, something's going to have an impact on that, whether you like it or not. And it might be that a transaction that's coming up there to pass a payment transaction is now colliding with a new clock in the back office that's doing this. Now they've never tested it in the real world expanse.

They did limited testing because we all know testing's very expensive. So you'll do workshop testing for one week 2000 jobs, bang real world, one week 2 million jobs fails, fails, fails. And that's where I'm really keen to look at that data and that's why I call it collisions because you look at it and say let's actually look at what's happening, what alerts are happening, what time is happening. Oh look that P1 is occurring because you'll get that file transfer the exact moment it's trying to do a reboot act or something like that. Oh hang on. What about if you separated those and that sort of thing? So apps, this is the thing I'm really engaged in now is that back engineering and I'm annoying quite a few people by doing that. It's difficult because it's difficult because once you've got something working really well and everyone's profits are up and everyone's applauding it and everyone's off having big cigars in race meetings and things because all think they're fantastic, upsetting the apple cart, it's like, oh and this is where innovation is.

It's like do we really want to do that? So we are looking at tools to have machine learning and stuff like that. But the other thing is by the way, you've got to have a story. You can't just look at data for the sake of it. You've got to be solving a specific problem. For example, that reader has a P1 that occurs 20% readers four times a period. That is, and then when you are looking at the data stop, you must not stray out of that. You must not go off and start getting, oh I've noticed this, hang on. Is it having a direct responsibility of that? If not part that for something else and come back to it actually that. Because that's the thing with data, you fall into this ocean of it, everyone calls it the ocean of data and you end up swimming in a massive sea of it. So make sure you really define your story and your success criteria. The success is that you'll no longer have P1s 20% of the thing.

Guest: Yeah, it sounds a really healthy thing to do. You're actually, service organizations are good at being busy and sorting out the here and now, but you sort of looping it back and preventing a lot of it is sounds a really good thing to do.

Mike Gosling: Let's stop knocking the corners off spheres. I think there's number one called toast, isn't it? Toaster comes out burnt and everyone scrapes the burnt off to turn it back into toast. It's same sort of thing, isn't it? Yeah.

Guest: Okay. Thanks Mike.

Sarah Nicastro: Yep. All right. So guys, we're going to break now for lunch. We are going to have 45 minutes for lunch. Okay. So everything is on the back bar, it's help yourself. So please go ahead and do that. And one favor that I will ask if you can each take just a couple of minutes on this back wall in this networking area, there's a board of what's your biggest challenge. If you can write something on there, I would greatly appreciate it. Okay, so that's your homework for lunchtime, we're going to have lunch and then we'll be back for three more sessions. So we'll see you back here around 1:30. Thank you, Mike.

October 26, 2022 | 22 Mins Read

DELL Eliminates Siloes for an End-to-End Service Approach

October 26, 2022 | 22 Mins Read

DELL Eliminates Siloes for an End-to-End Service Approach

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Bob Feiner, Senior VP of Dell Technologies Services, joins Sarah for a discussion around how the company has evolved its services approach and execution to improve the customer experience. 

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today we're going to be talking about how Dell has eliminated silos for an end-to-end service approach.

I'm excited to be joined today by Bob Feiner, who is the Senior VP of Dell Technologies Services. Bob, welcome to the Future of Field Service podcast.

Bob Feiner: Hey Sarah. It's great to be here. Looking forward to talking to you.

Sarah Nicastro: Yeah, thanks for coming on.

So I had the pleasure of seeing Bob and one of his colleagues do a presentation at the Service Council Symposium in Chicago in September. And I was struck by it for a number of reasons. I mean, first of all, you both did an excellent job presenting.

Bob Feiner: Thanks.

Sarah Nicastro: But secondly, I think the work that you've done is such a shared challenge for organizations that are really needing to better orient themselves around the customer and eliminate some of those longstanding and traditional silos. So I just felt it was so, so, so relevant to our audience, and I'm thankful that you were willing to come on and talk about that journey with our audience as well.

So the conversation starts really with trying to restructure or reorient around a common goal. So before we talk about how, can we talk about the why that is so, so important to do? Can you talk a little bit about, for you and for Dell, why was this reorganization, this restructuring so, so important?

Bob Feiner: Yeah, that's a good question. I would tell you the why is because customers don't care about our work structure. They just don't. What they care is that the outcome that they need, it happens and happens quickly and is done right the first time.

And there can be a tendency when, particularly if you look at an organization like us, we're in almost every country in the world. We support over 200 million active devices around the globe. I do millions and millions of contacts and dispatches every year. So there's a lot of complexity. And what can tend to happen is that you want to make sure that you're minimizing that complexity as much as possible. So your parts team optimizes what they do. Your field team optimizes what they do. Your contact center teams optimize what they do because they're just trying to make sure with all the complexity, they're taking any noise out of their systems.

But our customers don't care about what happens in those different pieces. They care about the outcome. And I think we just came to a realization, and some of it was triggered by things that we saw, even during the pandemic, that enabled that. And I think the response has been pretty solid. There's still always work to do because, even with the customer experience levels that we have today, considering the amount of transactions we do, we still have a lot of excursions, and we've got to minimize those as much as possible.

Sarah Nicastro: Yeah, I mean it's interesting, you bring up the word complexity, and it's so true. But what the customers want is seamlessness. They want the same seamless experience they can get when they, and I know this is an overused analogy, but when they request an Uber or when they order a package from Amazon. There's a reason that those examples are overused though, because that is the standard that has been set in experiences that have bled over into what customers expect in all industries and from all of their providers. And I think it's a really good point that you can't necessarily eliminate that complexity, but you do need to manage it, and you need to focus on making it as invisible as possible to the customer. And that-

Bob Feiner: That's right.

Sarah Nicastro: ... is the most important point. They want the experience, the outcome, the seamlessness. They don't, like you said, care about any of the hard work that goes into them getting that. Now, can you tell us a little bit about the historical structure and some of the ways that that prevented Dell from achieving the type of customer centricity that ultimately you want to achieve?

Bob Feiner: Yeah, I mean, I think it's no different than most organizations, particularly as you grow up into a larger entity. I think probably startup companies probably don't necessarily have the same experience because leadership in those companies are, they're wearing multiple hats. But as you become bigger, you look at, okay, how do I do my logistics better? How do I better manage my field teams, whether it's outsourcing or insourcing? How do I manage my contact centers? And I think there's just a natural tendency to structure things, okay, here's the field service team, here's the contact center team, here's the parts and logistics and parts planning teams. And that brings expertise into how to make those things better. And you kind of build all the infrastructure around how the field operates or how parts and logistics operates or how the contact centers operate.

And quite frankly, that's what we did for a long time. And there's a lot of success involved in that. But I think, again, back to the point, particularly in a world that's becoming even more and more digital every single day, and we're used to doing things on our, ordering food and our groceries and transportation and you name it on your cell phone, that digital experience is what customers expect. And they don't care about who the picker is in the grocery store, and they don't care about who the driver is. They just care that, okay, all my stuff was delivered, and it was delivered at the time you said it was going to be delivered. And I think that that's the experience that we realize we need customers to have. So that led us to, there are things you can do without necessarily a structural change, including a business management system, but I think we realize having a structural change helps enable that even more so.

Sarah Nicastro: And I think there's a couple points this makes me think of, which is an intelligent consumer, so if I think about myself, and by intelligent I just mean knowledgeable about what goes on behind the scenes. So because I host this podcast, and I have a lot of discussions about what it takes to deliver service, that's what I mean by intelligent. I may understand in the instance of a poor experience that it isn't that picker's fault or isn't this part's fault or what have you. But there's still a frustration then with the company at large of saying, come on, I mean it's 2022. You need to do better. And that's kind of where every... Or some people don't maybe have that context, and so then they're rude or frustrated with the frontline worker, and ultimately they're just doing their best to do their job.

I think the other thing it makes me think about is when we're really talking about silos, you can have immense success within a silo, but ultimately fail in delivering the customer experience you want to fill. But that can make the people in that individual function feel very defensive because they have achieved success in their view.

Now, this kind of brings me to my next point, and I love this analogy. So you talked at the event about everyone needs to win, but we need to stop focusing on winning trophies and start focusing on winning rings. And this is really the crux of the point here. So tell us a little bit about what you mean there and how that hit home.

Bob Feiner: Yeah. That's kind of become my mantra. So rings, not trophies. And I'm kind of a big sports guy-

Sarah Nicastro: I can tell.

Bob Feiner: ... in particularly team sports. So I mean, you name it, team sports especially. And when you think about any team sports, it doesn't matter what the sport is, when somebody has a great year, and they win the MVP, or if they're in baseball, they win the Cy Young or whatever it may be, they get a trophy for that. They did a great thing individually. They had a great year.

But when you win a World Championship, no matter what the sport is, the Super Bowl or the World Series or Stanley Cup, whatever it is, every member of that team gets a ring. And because they played together, and to win that championship, and you're going to have all stars on that team, you may have an MVP or two, you may have brand new players or rookies, you may have folks who quite frankly didn't make it through the season, and you had to move them into another position or another role or even outside the organization.

And I just think about leading teams that way. And what I often tell my teams are, we're actually playing for a World Championship every day. There is no... Our Super Bowl is every day. Our World Series final is every day. Our World Cup final is every day. So that's the mindset we need to have. And if you do that, then I think people look at it from a team perspective and not just, okay, I got this great trophy that I can put on my desk somewhere, or a badge I can put virtually. It's really about getting that ring and continuing to get those rings. And if you look at folks who were great, even individual athletes, what they care most about are rings. They don't care about the trophies. And they'll say that time and time again.

Sarah Nicastro: Yeah. And it makes me think it isn't even about just the individual players looking at the rings, but the functions as well, right?

Bob Feiner: That's right.

Sarah Nicastro: So the ring is not, let's win as a team at being the best in call center. It's let's win the ring for customer experience and-

Bob Feiner: Exactly.

Sarah Nicastro: ... customer satisfaction, right?

Bob Feiner: That's right.

Sarah Nicastro: I think it is a really good lens to put it through, because again, it goes back to the point I made, which is if you're trying to motivate everyone to win those rings, you don't want to make their trophies that they've already won feel unimportant or irrelevant. So the success they've achieved, you want to honor that and then motivate them to look at winning a ring rather than saying, hey, it's great that you've totally optimized this function, but it doesn't matter because we're not achieving X. It's hey, you've done a great job, but now we need to shift gears and look at this whole thing.

So I think, to your point, it gives people another way to connect in and view it through the lens of working together without discrediting the really hard work they've done and success they've had that just doesn't fit the business today and where you need to expand and grow into. So that's sort of the mindset side of it.

Now when we look at moving toward end-to-end service, and really the goal here is aligning everyone around that customer journey. And this means less silos and individual success plans and a bigger picture view of strategy, processes, technology, and measures of success. So tell us a little bit about the different components of what you looked at to really achieve this end-to-end approach, and we'll go from there.

Bob Feiner: Yeah, I mean, I think a lot of it really starts with your business management system. I talked about this a little bit earlier, but you've got to look at your measures and how you're measuring the experience that customers are having with your service end-to-end and what those outcomes are. And like you said, look, it's absolutely fine to have, you're going have to have measures within each of the functions because they still have to operate well, because that's how you get the great end-to-end performance. You still got to have players that know their position and play them well.

And I think starting with the business management system and really looking at and questioning, okay, are the measures that you have truly what customers are experiencing or care about? I think it starts with that. And then you build backwards from there and say, okay, if it's an NPS or a customer set or whatever measures you think are important for your customers, and then you build from there. What are the things that get you to those experiences, and what are the things that are most important?

So we really started with that as kind of the measurement system. What do the measures need to look like? And then we start, and then we added onto that a governance program. And literally, every week we have a weekly meeting end-to-end that looks at those measures. Some of them are functional, but most of them are end-to-end, whether it's backlog or customer experience or whatever it may be, how many defects we have, and talk about, okay, what are we going to do to solve that and prevent a similar issue if we have one happening end-to-end? And it may be that, hey, the logistics team may need to spend a little more money to help out the field ,,or vice versa, or the contact center needs to do some other work to ensure that the field's getting the right information which may impact their individual metrics, but helps the end-to-end. So I think it starts with that and then the governance of that.

And then also you need to constantly thinking about the long term. And so in addition to a weekly view that we have on our management system, we also have a weekly end-to-end view on how we are modernizing what we do. And that could be technology. That could be having an outside end view where we bring in a third party to say, here's what we're seeing in the cross industries. That could be other functions that we have to tie into. So I think you need to be looking at both, both how you're operating today and then also what you're building for the future.

And then that leads to what's the technology roadmap look like? And how that technology roadmap incorporates that experience that you want the customer to have end-to-end and seamlessly and digital just like we all do in our personal lives, or that we all expect in our personal lives. And the technology piece is probably the toughest piece because, again, historically I think folks have looked at, okay, I'm going to put technology in that optimizes my part of the business, but then how do you do that end-to-end from what the customer's experiencing? And it's kind of like a jigsaw puzzle to make sure that the different pieces come together so that the customer can experience what that great response is going to be.

And then honestly, I think the last piece is org structure. So I think you put those other things in place, it's kind of just a natural movement to, okay, well, maybe there's some structural things we can do to even more enhance the alignment from an end-to-end perspective. And I think you put those other pieces in place first,` and that just enables that.

Sarah Nicastro: Now from an org perspective, what did change?

Bob Feiner: So we actually combined our contact centers and our field teams, and from a dotted line perspective, our parts and logistics altogether. So they all sit on my staff. They're all part of my organization. They're all in those meetings together. I have a peer who runs all of our parts and logistics across all of our products. And just because in some cases a motherboard doesn't distinguish whether it's a client product, or a hard drive, I should say, doesn't distinguish whether it's a client product or server or storage product? It doesn't really make sense today to split that up. But so structurally, that's what we put in place.

And then on my team is it doesn't matter whether it's consumer or a commercial customer, whether they're a contact center or a field or parts and logistics, we all work, we all talk together, we go through the same meetings, we all talk in unison, whether it's financials or operationals, with one voice. And that works really well from the standpoint... The other thing that works well from that standpoint is if somebody's not in for the day or takes vacation or whatever, since we're all talking in the same voice, you can have multiple people talking to the leadership team about what's happening or what's going on. And it really helps enable that collaboration because everyone's on the same page.

Sarah Nicastro: Yeah, well oftentimes, I think those silos exist not because anyone is intentionally creating them, but because there isn't that cross functional collaboration and that level of group communication that keeps everyone on the same page. I mean, that is so, so important in reducing that because a lot of times it's just nothing more than I'm staying in my lane, I'm doing what I need to do, and it's just not having the awareness. And so that's no one's fault. It just wasn't the way that it was structured to exist.

One of the things that I think is really important about what you just said is the balance of the tactical sessions and the strategic sessions. Because that's tough to balance.

Bob Feiner: Absolutely.

Sarah Nicastro: I think it's really tough, and this is what I want to ask you is how do you protect the time and effort for the strategic sessions? And what I mean by that is, in my experience talking with folks, what all too often happens is that people have very good intention. They know innovation is important. They know they need to be strategic, but they get so caught up in the day-to-day aspects of the business, particularly when there are challenges, customer challenges, etc., that it gets pushed, and it gets pushed, and it gets pushed, and then it's just not a priority. So how do you protect that and make sure that you are having those conversations, knowing that they're very important for the future of the business?

Bob Feiner: So actually, what we do is, I think I said this, I spend, every week we do our business management review, and that has a set agenda where there's going to be some topics that happen every single week. But then there's other things where we may want to drill down into a functional area that we have a rotation of topics. And that agenda is set usually a month or so in advance. And so everyone sees, here's coming up.

We do a similar thing on the strategy side. We call it a modernize meeting where, okay, what are we doing to modernize what we're doing? Or digitizing? And a similar type cadence where we set an agenda, a rolling four-week, four to five weeks in advance that says, okay, here's the topics we're going to go through for this session. It's going to be what are we doing that's unique from a field technology last mile? What are we doing to think about an outside in and bringing a third party in? What are we doing around our social media engagement? And where do we have to take all those things in the future? So I think what's really important is setting that cadence and setting that cadence to the point where when you're doing your business management reviews on a weekly basis, you're also setting a cadence around, at least I've got some time blocked out every week where I'm talking about what I'm doing from a modernized or strategic perspective.

Now also in addition to a couple times a year, we'll just have essentially brainstorming sessions, particularly for the next planning year on what do we want to go do? What do we want to think about from the future? I tend to look at those as, okay, let's make that a five year plan, and this is year one of that five year plan, and what do we want? And that five year plan should be what do we want the customer to experience, and not what do we want to go optimize, but what do we want the customer experience to be? And what do we think it's going to be based off of all the technological innovations that we're seeing in the market in our industry and others? So you need to do that as well, but you absolutely need to set that cadence every week just like you do with your business management.

And you've got to hold yourself accountable that you're not going to let go of that because it can be real easy to let go of that. And particularly, in times like today, where there's a lot of challenges going on in the marketplace, you can lean into, okay, what am I going to do just to get through the day? But if you don't think about the future, you're never going to get to that future vision, and your competitors will pass you by. So it's really important, even more so in a challenging environment we're going through, to do that ongoing thinking through what does the future look like.

Sarah Nicastro: Absolutely. I agree. And I think it's great that you have it structured that way.

So this is a lot of change with a large team. And we talked a little bit about some of the emotions that may come up in this type of shift in approach because people may think, well, I've been doing great, so what needs to change? Why? I'm crushing it in my area? So what's the big deal? And a variety of other things, I'm sure. So what have some of the challenges been in working through this that you would kind of caution others on? Because I think what you're doing is so important for companies to do if they have not. If you're delivering service, and you are not orienting yourself to the customer journey, I mean, they should be. I think one of the barriers is that change management. It's really hard to dig in and shift things around when there's a lot of legacy process and legacy mindset. So what were some of the challenges that came up?

Bob Feiner: Well, I think the key thing is, ultimately, as a service organization, what we're providing is people. And you've got to get your people to change that mindset. And look, we still have some folks that are very focused on their function. Not sure that they'll last through this transformation that we've gone through.

But when I look at folks in leadership roles, I look at, okay, I may have a role today that's open to go run my field service, and I may go look at somebody who can go fill that role. But I'm also thinking about, okay, if something comes up, and somebody from one of the contact centers takes on another great role, can I move that field service person into the contact center? Because I'm looking for do they have the leadership skills to think end-to-end, think about the team and not the individual, think about rings and not trophies, a and have the general business skills to move and motivate teams and think about the future and what customers are doing, rather than that they are just a functional expert. And it's okay to have functional experts, but I think when you look at your leadership team at your more senior levels, you need to be thinking about players that can play a variety of positions and that can be successful in those different positions.

So that, I think, is key. Talent is extremely important. And the mindset of that talent, thinking about what the customer outcome is, and not just what their outcome is, is crucial. And I think we've had some people go through that mind shift. We've had people who haven't, and they've left the organization. So like any team, it's the talent that you surround yourself with. You got to be looking for talent that can replace you. You've got to be looking for talent that can bring other talent in, just like you would expect from a winning team.

Sarah Nicastro: Yeah. That makes sense. Can you share you yourself, as a leader, what is the biggest lesson you've learned throughout this process?

Bob Feiner: So that's a good question. I think for me, the biggest thing is, again, it's you've got to just put the customer at the core of everything that you do and realize that, hey, for example, I may have an impact on my financial metric. I'm held accountable to a certain cost number or P&L number. I may take an impact to that, but if I'm doing the right thing for the customer, I think that gets excused as long as there's a balance in that. And I think having that perspective of it's okay for an individual to have a challenge accomplishing something, as long as the outcome is the right thing for the customer. I think that's a perspective that all of us have taken to heart and have really learned from. And I think that's enabling the success that we have today.

Sarah Nicastro: Yeah. It's a greater success to be challenged achieving the right outcome than to be successful achieving complacency.

Bob Feiner: Yeah, exactly. I mean, it's-

Sarah Nicastro: And an outcome that your customers don't value, right?

Bob Feiner: Yeah. It's we, not me, right?

Sarah Nicastro: It's growth. It's growth. I mean, it's not going to be, you wave a magic wand, and all of a sudden things are transformed, and everything is sunshine and rainbows. There's going to be bumps and fits and starts and lessons, and that's the hard work of it. But it's commendable hard work. So I think that's a really good point.

I know you said you still, you're in the midst of all of this, and there will always be improvements to make. What progress, benefits, wins have you seen so far since you've started the journey?

Bob Feiner: Well, I can tell you a great example is earlier this year, obviously, we have a supply chain that's global, but we do have a lot of things that come through Shanghai. Shanghai's the largest port in the world. Even if things aren't manufactured necessarily there, there's a lot of product that comes through there, components. And earlier this year, Shanghai went through a pretty significant shutdown from a Covid perspective and really impacted supply chains and you name the product around the world.

And I think prior to having this structure in place, once Shanghai reopened, we probably would've optimized, okay, the parts are going to ship parts out. We may not coordinate that with the field. The field will get a big backlog of parts. What are they going to do? How are they going to go manage that? Contact centers will get a flood of calls coming in, trying to find out how to get their problem solved.

And I think with having the structure in place, what we actually did is we were able to be much more thoughtful end-to-end about, okay, once products are able or components are able to come out of Shanghai, how do we solve problems for customers end-to-end? And we put a plan in place. We thought, okay, we are going to have a spike in backlog, because when you can't get parts, you just can't get parts. And we built out what our plans were going to be to go solve our customer problems. And actually, we were one month ahead of schedule by having this end-to-end in place because everyone was working in sync. Everyone, the contact centers were planning, okay, what kind of calls are going to come in? And where are they going to be? The parts teams were coordinating with, okay, these components, these specific components are going to be released. They're on a ship, and here's where they're going to be delivered. So then the field knows when that's going to show up, and they can go deliver for customers that need that component or that product.

And I think having that better end-to-end view from the business management system to the teams working together to the communications that we have on a weekly basis helped us to get a month ahead of what our original plan was, and which is a huge boon to customers, particularly folks who are waiting on particular things to do their jobs. So I think that's a great example of where we looked at it as a team and not as individuals to really go solve customer problems.

Sarah Nicastro: Right. And instead of scrambling to react when that happened-

Bob Feiner: Absolutely.

Sarah Nicastro: ... you were able to come together proactively in advance and think through, okay, we know this is coming. How do we work together to get ahead of it? And yeah, that's really good.

I think this is great, Bob. I'm really glad you came on and talked through this with me and with our audience. Like I said, it's commendable, hard work. It's hard work that I think a lot of folks are in the midst of as well, and can commiserate with some of the challenges. And others, hopefully, are taking notes and thinking about what they need to be doing. Any final thoughts or words of wisdom for folks?

No. I mean, I think it just all goes back to kind of the mantra around rings, not trophies. I mean, if you think about it from a customer view, that's what you've got to do. And I think you got to think about it from what do you experience? What's the great experiences that you have every day? And what are the ones you don't because we all have the ones that aren't happen. Do you want your customers going through that as well? And I think if you take that mindset of. What I do in my personal life is also what I've got to think about for the service that my company's performing, I think that helps you along that road of truly being a customer-centric organization.

Sarah Nicastro: Absolutely. Well, thank you so much for being here and sharing with us. I appreciate it.

Bob Feiner: No, it's awesome. It's great to talk to you.

Sarah Nicastro: Yep. You can find more on service transformation, business transformation, customer-centricity, all of those things by visiting us at futureoffieldservice.com. You can also find us on LinkedIn, as well as Twitter @thefutureoffs. The Future of Field Service podcast is published in partnership with IFS. You can learn more at ifs.com.

As always, thank you for listening.

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October 19, 2022 | 6 Mins Read

Highlights from IFS UNLEASHED

October 19, 2022 | 6 Mins Read

Highlights from IFS UNLEASHED

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Sarah shares her personal reflections and highlights from last week’s IFS Unleashed customer event in Miami. 

Sarah Nicastro: Welcome to the Future of Field Service Podcast. I'm your host, Sarah Nicastro. I am recording this episode here at the Miami Beach Convention Center in South Beach, Miami, Florida, where we are in the midst of wrapping up IFS Unleashed. It has been a very exciting, very energetic, very fulfilling, very informative, and very exhausting week here in Miami at the IFS Event. IFS traditionally has done what it has formerly called its World Conference Events every 18 months, but, obviously, with the pandemic, those didn't happen for a bit. So this is the first IFS Customer Event since the fall of 2019, and it's been rebranded to IFS Unleashed, focused around how IFS is helping customers unleash their potential, and it was just a wonderful, wonderful event. So I wanted to record a podcast and just talk about some of what I've experienced here this week. I myself have done a horrible job of being on social media, taking pictures.

I've been running from one thing to the next and really just focused on spending quality time with a lot of folks that I have not had the opportunity to see face to face in quite a while. So I have some notes that I'm going to glance at and they're in no particular order. I just wanted to go through some of the things that stood out to me personally this week. So when Darren Roos, the CEO, kicked off the event on Tuesday morning, he started with an image behind him on a huge stage of a tent. And if you've never heard the story of the tent at IFS, it's about how the company's owners early on in the days the company was created, actually put a tent outside of a customer location and camped there to deliver a project they had committed to. I've always loved that story. I think it really speaks to the customer centricity being at the heart of IFS all the way from its beginning. So I loved that, that image was up there from the beginning of the event and really reinforcing that story and what it stands for.

I also really enjoyed Marne Martin, who is the President of Service Management, Enterprise Asset Management, and Global Industries at IFS, did an all woman panel with two IFS customers, Susan Stevenson from NUCO2 and Martina Schoultz from Gilbarco, and it was a great conversation. I just also really admire the fact that anytime she can, Marne looks for ways to lift up and draw attention to the women in still a male dominated industry that are doing amazing, amazing things. So it was great to see Marne, Susan, and Martina chat about not only business transformation and digital transformation, but just what the landscape is like today for women who are in leadership roles. 

Michael Ouissi, the COO of IFS, had a session yesterday morning, Wednesday morning, where he brought up a number of IFS customers to share a bit about their journeys, and one of those was Sasha Ilyukhin, who is the Senior Vice President for Customer Service Operations at Tetra Pak.

I myself have had the opportunity to interview Sasha before on this podcast a couple of times, But one of the things that Sasha said during their chat really stood out to me, which is in a business as complex as Tetra Pak's is they have to relentlessly drive towards simplicity. I really like that point because I think it's important and true in more than one way. Certainly, from a technological perspective, companies need to be looking for ways to reduce complexity, but also within the organization, within how you're communicating, within how you're managing and what those relationships look like. Are things clear? Is there ways to eliminate confusion, eliminate complexity? So I thought that was a very, very good point. We had the opportunity to be joined here yesterday by Michael Phelps. It was really, really cool to see him speak. I greatly admired his authenticity and his vulnerability.

He shared about his ADHD and his anxiety things I also have, and I just really appreciated him being vulnerable, being open talking about what has gone into him winning and succeeding as much as he had, but also what has gone into some of the challenges and some of the really hard parts of it. He was just very, very open and honest, and it was a really neat experience to have him here with us and sharing his story. 

I led a number of sessions myself this week. I had a panel discussion with Sasha from Tetra Pak, that I mentioned earlier, Roel Rentmeesters, who is the Vice President of Digital Transformation at Munters, and Marc Ringwelski, who is the Head of Rema Tip Top's Smart Services Division, and we had a conversation about transforming service from the inside out and talking about some of the things that tend to happen when we don't focus on some of those internal components.

So not only setting a strong foundation with our technology and making sure that it's solid before we look for those ways to leverage it and really provide that external value, we also talked a lot about change management and how important it is to get that right. It was a really great conversation. I also had a session on the influencer track with Jorge Mejia, also from Tetra Pak. Jorge is leading Tetra Pak's next generation service management project, and the influencer track session at IFS Unleashed is a track of press and analysts. I personally always find it fun to present on that track because I used to sit in that audience before I was a part of Future of Field Service and IFS, and it just gives the press and analysts an opportunity to have some dedicated time with the speakers and be able to hear a bit more, ask them questions. Jorge gave them really an inside look at some of the details of Tetra Pak's service transformation or NextGen Service Initiative, and that was a lot of fun as well.

We had Tuesday night some beach parties. I may or may not have had too many tequila seltzers that evening. It was a lot of fun. And Wednesday night there was a big customer appreciation event at the Frost Center here in Miami. It was a beautiful place with a planetarium, a multi-level aquarium, a ton of entertainment. It was really fun, and most importantly for me I had an opportunity both in planned sessions and meetings and scheduled time, but also just at random in the hall at the parties and events to run into people that really mean a lot to me. A lot of friendly faces that I had an opportunity to reconnect with, some for 30 seconds and some for far longer, but really appreciated being able to see those faces and reconnect. I think that was really what the energy this week was a lot about. I think people just seemed so excited to be here, to be together, to be learning from one another, sharing stories of success and trials and tribulations, and hearing what IFS and IFS's customers are up to.

It was a wonderful week. I'll certainly plan to do some additional follow-up content stemming from the event and getting into a bit more detail on some of the topics. But while I'm here, I wanted to record this and report in with a bit of I guess a video diary of how the week has gone, because I haven't had my phone out much to be capturing a lot of the moments. I've been busy living them. I am actually taking some much needed time off next week to spend with my kiddos when I get home, so while you're watching this or listening to this, I will actually be in Disney World for my very first time and my kids very first time. Appreciate you tuning in and we'll look forward to presenting more soon. In the meantime, you can visit us always at futureoffieldservice.com. You can find us on LinkedIn as well as Twitter at The Future Of FS. The Future of Field Service Podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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October 12, 2022 | 31 Mins Read

Koolmill’s Cool As-a-Service Story

October 12, 2022 | 31 Mins Read

Koolmill’s Cool As-a-Service Story

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Sarah welcomes Alec Anderson, Managing Director of Koolmill Systems, to talk about how his company is disrupting the rice milling industry – not only with its innovating rice milling machine, but with an As-a-Service go-to-market strategy. 

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today we are going to be hearing a very “cool” as-a-service story, which is the story of Koolmill. I'm excited to be joined by Alec Anderson, who's the managing director of Koolmill Systems. Alec, welcome to the Future of Field Service podcast.

Alec Anderson: Thanks, Sarah. Nice to be here.

Sarah Nicastro: Good. Thanks for being here. Okay, so I'm excited to share your story with our audience, because there are a couple of really interesting aspects to it, and we were introduced by James Galloway at BDR Thermea, who was on the podcast not too, too long ago, and I'm really glad that he suggested I connect with you, and that you agreed to join me here. So before we get into the Koolmill story, tell our listeners just a bit about yourself and your background.

Alec Anderson: So yeah. How did I end up in rice milling and doing machinery as a service? That's a good question. I started off as a marine engineer, when I left school. I was a qualified marine engineer, but that was a dying trade, so I went back to university as a mature student. During my vacation between second and third year, I went to work for a local company for summer vacation job for 12 weeks, became a final year project. I joined the company, and I bought the company, and here we are now. Rice got the hook into me there somehow.

Sarah Nicastro: Okay, yeah. So let's explain to our audience. So tell everyone what Koolmill is, and what industry you're in, because obviously our audience reaches across a variety of industries. So you're definitely going to have plenty of people here that are not familiar with the rice industry.

Alec Anderson: And that's not an unusual story. Rice is a huge global industry that feeds half the world every day, but it's not known for it's as a service opportunities. Koolmill is a small, family owned business based in the UK, and we've developed a novel disruptive technology, a paradigm shift if you like, in milling technology. And effectively, we are trying to transform a global food system, move it from a wasteful current position into a more sustainable future position. And that really depends on doing things differently, both in the physical sense, and then also in the business model sense.

Sarah Nicastro: Yeah. Okay. So we're going to talk a little bit more about some of the competitive differentiation that Koolmill has. Before we do that though, being that our audience won't necessarily understand of the market trends in the rice milling industry, just from very high level, explain what some of those pressures, challenges and opportunities are.

Alec Anderson: Yeah. So rice is a very conservative industry. So after 8,000 years of rice processing, we are the thumb generation in technology, and the current mechanized machines that are bound today, what introduced around about 160 years ago, and have evolved over that time, but effectively they're all based on those early machines.

So rice has saw a number of problems. There's enough rice to feed around about 600 million people, is lost each year from farm to fork, and that's due to poor storage, drying and processing, and we can help address the losses in processing, and the estimated loss is around $127 billion a year, or something like that. So these are massive numbers, and we need to do much better.

Sarah Nicastro: So there's an opportunity to improve the technology, which will reduce waste. Right? It is one big area of opportunity. And I think we'll get into this more later, but just to sort of set the stage for folks, when it comes to the organizations that are milling rice, and where that happens, and how it happens, there's some aspects of the industry that make it possible for huge corporations to do that, and leave a lot of people out of the realm of possibility. Right? So can you kind of explain the landscape, from that perspective?

Alec Anderson: Yeah, so the current state of the art in the industry, that's probably around about 50,000 large millers globally, and they're very highly capital intensive. Not necessarily digitalized, but quite automated in many instances. But to run that kind of operation, you need lots of money to buy it in the first place. You need lots of rice to keep it running, and you need a huge amount of infrastructure and power to support it.

Now, there are around one and a half million SME processors globally, if you don't have access to those three requirements. So they're kind of locked in to using antiquated and wasteful equipment. In fact, we were in Nigeria earlier this year, and they were running machines that were made in the 1870s, still driven by diesel. So they're kind of locked into what they have, or if they do replace, they replace like with like, because they don't have access to this high performance, state of the art, modern equipment, and we aim to try and change that.

Sarah Nicastro: Yeah. Okay, I did a horrible job of setting that up for you, but you did a wonderful job of explaining it. So there's opportunity in the sense of within the industry, there's a lot of waste.

Alec Anderson: Yes.

Sarah Nicastro: And so there's opportunity, both in the machines and in the process, to minimize that waste, which will of course help us feed more people in the world. Right?

Then, from a competitive landscape, you have these large corporations that can afford the most modern equipment, or if even a couple of generations more modern than the 1800's, right? But anyone that's at the small and medium size, that is attempting to play in this space, is kind of boxed out just based on the cost of the equipment itself. And so Koolmill is disrupting the industry, both in the sense of offering a machine that meets the needs of reducing waste, and then also offering a new business model that equalizes the ability for companies to compete and to produce. Okay? Did I explain that correctly?

Alec Anderson: Yeah, you've got it. So basically, I think maybe a better way to explain it is these large mills are large, and you can't scale them down and retain the level of performance. They're just not viable.

Now, one of our unique points is that we can scale down without loss of performance. So whether we're milling a ton an hour, or we're milling at 100kgs an hour, we have the same performance, and that's revolutionary in the industry. So basically I think probably three aspects to Koolmill. One is reduction in power, which is obviously very critical right now. So we're looking at upwards of 90% reduction in power.

We're looking at producing more food from the same input from the harvest, and increasing the value of that output, because more there's a higher quality. So we have a quantitative improvement in quantity, and we have a qualitative improvement in the quality of the output, which is higher value, and that all builds to better revenues for these smaller producers, and also for the growers.

Sarah Nicastro: Okay. So perfect. So the machine that Koolmill has developed improves those three areas. And when you talk about quality, we're talking about nutritional content of the ultimate output of the rice, right?

Alec Anderson: Because another aspect of Koolmill, we call it Koolmill, because we mill cold. We mill cold because we don't waste the power, which comes out as heat in a conventional machine. There is some evidence emerging that the cold milling retains more of the micronutrients, so that then produces potentially a more nutritious food product.

Also, our bran that we produce is very clean, very pure, and doesn't deteriorate after milling. So that enables that to be valorized into again, a human food ingredient, rather than as currently, mostly goes to food for animals, because it's basically gone rancid. So these are all things that increase the value creation.

Sarah Nicastro: Okay. And so those are how the machine itself is a competitive differentiator. Let's talk a bit about the decision to leverage the as a service business model, and how that is also a competitive differentiator, and a real change in the rice industry. So talk a little bit about that.

Alec Anderson: Yeah, it's a really interesting one, this, because I guess we hadn't heard the term Servitization before, and what we found when we did hear that term was they'd actually been doing it for many years, we just hadn't been charging for it. So we've been providing the machinery, providing the engineers, providing the consumables, and that was really necessary because of the development of the machine had to be in a rice mill, because of the quantities of rice that we needed to do that.

We spent a lot of time working with large customers, trying to sell them a machine that we didn't understand, that they didn't actually need, because they already had the best of what was already there. And then we started to look at the smaller users who had the need, but we find there's no point in having great technology if nobody can afford to buy it.

And we had two primary barriers. One was a perceived technology risk. We're a small company with a novel technology, nobody knows us, nobody knows our technology, and that creates some reluctance. And also we were perceived to be a high capital cost, which none of these are true, but the perception is harder to argue than the facts. So we became involved with the Advanced Services Group at Aston, and we started to work on this pay as you mill service, or the machinery as a service business model, very similar to world wise powered by the hour, where we've evolved to know we guarantee hours in exchange for a fixed fee.

So that offers these small operators cost certainty. We have the technical risk. They know what it's going to cost them, and it takes away the need for capital cost as well. So it's an enabler, an empowerment. It empowers these small producers now to compete on pricing and quality with the large producers.

Sarah Nicastro: Yeah. Okay. So we're going to talk a little bit more about that. Before we do, I want to talk about, you brought up to me three aspects that were key to making the as a service model work. So the first is connection to the machines. So talk a little bit about that.

Alec Anderson: Yeah. The whole service model is basically underpinned by connectivity, digitalization, and clearly if we are going to guarantee a certain number of hours per month, it's important that we understand what's actually happening on the machine, that we can work preemptively if things are going wrong, to mitigate any downtime, and to maximize value.

When you move to a service model, you're really moving away from the conventional transactional sales, which is a confrontational business model. I want lots of money, you don't want to pay me any money, and we try and meet somewhere in the middle, and you never see me again once I've got your money. Whereas the service model's really based on very much a strong collaborative, long term partnership, where both parties are aligned in the outcome, either successful or not successful. Hopefully successful.

Sarah Nicastro: Well, and to your point that you mentioned earlier and just now, there's risk sharing. Right?

Alec Anderson: Yeah.

Sarah Nicastro: So that helps you in terms of eliminating or negating that perception that's out there. What is this new innovative thing? Could be great, might not. I'm going to just stick with what I know. Right?

So when you say, "Yeah, but listen. We're not asking you to pay us this huge, upfront capital investment. Try it out and see if it works for you, and we'll share that risk." I mean, this is an area of moving to as a service that is really, I think, a huge opportunity. But it is an area that existing businesses that have a legacy, are very, very uncomfortable with. Right? Because it's just completely different. Right?

But there's no risk, no reward, I guess is what they say. Right? And so for you, it's been beneficial to share in that risk, to introduce something different to help these companies find a new way of working. So, sorry. I just wanted to point out the risk part, is a part of this that for a company that's moving to this model, there is no way around that. Right? If you're guaranteeing an outcome, there's no negating that risk. There's no way to do that without accepting some risk, and that's just part of this that we need to get past, as an industry, with companies that are going in this direction. Okay. So sorry, I interrupted.

Alec Anderson: No, but I think just picking up on the risk point, yes. The risk is there. There's always risk. Things will go wrong. The question is how do you deal with that risk? How do you write your contracts to deal? And again, if you have this strong collaborative partnership, so say for instance if we had a customer with five or six machines, we may put seven or eight machines in, so that any time, a given number of machines is working. Nobody knows your machinery or whatever you're making better than you do. But a lot of manufacturing right now is designed for manufacturer. How can we reduce the cost of manufacturer? How can we reduce the materials? How can we reduce everything, to make it as cheap as possible? We're trying to do a cost plus offer.

We take the opposite view, and moved to a value creation. So if I can look at the value I can generate from a machine over its life, rather than just selling it once, can I change the way I design that machine? So design for service. Can I design it in a modular way, so that anything that fails on a machine can easily be changed? As we already touched on, digitalization, the ability to remotely monitor, capture data, to pick up at an early stage things in data that a human being wouldn't be able to detect, and to make proactive management, rather than reactive management, which is where lots of companies are at the moment.

I think if you were in a traditional industry that's already selling equipment, it's probably a bigger change than it is for us, because we came in clean. We weren't selling anything. We are a new technology, so it's easier for us to start. But I think you have to think about the creation of value. How can you create that value? How can you capture a share of that value? And if that means redesigning the machine so that they can have a longer life with more service, and I think the world is moving away from the disposable, buy it, scrap it, get another one. If you can design machinery that has a longer life, and it can be upgraded through its life, I think there's great value there.

Sarah Nicastro: Well, there's great value in the sense of, like you said, you're moving into a relationship. Or for you, you've created a relationship. I understand it's different context here, because you're not moving away from a legacy, but a lot of our audience is, which is why I'm bringing up some of these points. You can imagine having done this from fresh, how hard that is. Right?

But when you create this partnership, and you are now moving away from, "How do we do it fastest, cheapest, and make the most money up front?" to, "How do we create the most mutually beneficial working relationship for the long term?" You build the machinery different, which helps you in servicing it, and guaranteeing the outcomes, which helps your customer. But there's also a huge environmental impact, because the additional investment that is required to create machinery that is intended to last longer is something that, in a traditional model, no one's willing to accept the cost of. Right?

And so this allows organizations to really transform the way that their operations are affecting the environment, without forcing themselves or their customers to accept that cost. I mean, they both are, but that's because you're moving into a model that makes that far more feasible. So I think that's really interesting part of the discussion too, is there's another benefit here, which is to the environment, and moving away from that consumable mindset, moving away from just turn and burn, create cheap, sell it, we don't care what happens after that. Right? So that's a really interesting aspect of this, as well.

Alec Anderson: So I think our machines are designed not to be scrapped, but they're designed to come back and be re-manufactured. So there is no end of life cost, because theoretically there should be no end of life. But it's minimal in that re-manufacture, you want to minimize the amount of materials that have to be recycled.

I think just to pick up on your cost point, it's really interesting, wasn't it? Because it comes back to the focus on cost reduction, rather than value creation. If I'm going to build something at a cost, and then I'm going to put a mark up on and sell it to you, it's an issue because the higher the cost, the more difficult it's for you to buy. If I, on the other hand, I'm not selling you that. Then the cost of the initial machinery is less of an issue. It becomes an asset finance question now.

And where I would argue is, forget the cost of the machine. What is the value that machine's going to create over its next 5, 10, 15 years of life? And when you look at it from that perspective, the cost of the actual, physical build is generally insignificant. So one of our machines may cost 10, 15, 20,000 pounds to make, but over its life, it's going to make process 50, 60 million pounds worth of rice. So the cost versus the value is really the key driver, and it's really changing that focus, because right now everybody's focused on, "Let's get the cost down."

Sarah Nicastro: Yeah. No, it's a really good point, and here's what I want to ask you. So you know, you brought this up when we chatted the first time, which is you have to educate people in this context, customers, that productivity is not only about reducing cost, but increasing value. Right? So we're programmed to think increased productivity means reduced cost, but in increased productivity can also mean increased value. Now, you're not battling an internal legacy that you have to overcome with what Koolmill is doing, but you are still battling a legacy mindset, in the companies that you're selling to. So how have you shifted that narrative?

Alec Anderson: Slowly. As I said, we work in a very, very conservative industry, and I would say our challenge right now is not a technical challenge. It's really a culture or mindset. It's changing the perceptions and how people think about. And if you think about it from their perspective, here's this small company from England coming and telling us we've been doing it wrong for a hundred years. You know?

So it is a lot to take in, and there is another problem I think, in that your sort of intermediate management level, their power base is based on their knowledge of the existing technologies. And when you come with a new technology that's very disruptive, it's highly digitalized, I think there's a fear there that the younger generation will pick up that new technology, and more quickly, and that will devalue their power base, if you like. So you have to work very constructively with these people. They could be the blockers, the saboteurs, to try and make them the hero of the story rather than the villain of the story. But it can be very challenging, and I guess if you are already got an established supplier-customer relationship, then changing that barrier, or getting through that barrier is going to be probably harder than it is for us.

Sarah Nicastro: Yeah. That's a really good point. I mean you're able to come in as a fresh take. Right? "Hey listen, we don't work together, but let me tell you about this." I'm not saying that's not hard, but one of the biggest objections or roadblocks that I hear from organizations, that maybe recognize the potential of as a service but are struggling to understand how they could get there is, "Well, our customers aren't going to be willing to pay for that. Our customers aren't going to be willing to allow us to connect and implement remote service, because they pay us for hours on site. Our customers are..." you know? And it's because they haven't figured out how to change that dialogue, and what goes into having that conversation constructively. And it isn't just about figuring out what goes into it.

I mean, there's a lot of factors here. I said, "How have you handled it?" You said, "Slowly." So there's a lot of patience that has to be at play here, and I think it's really interesting that you bring that up. I've been in this space for, I don't know, 14-ish years, and I get asked all the time, "What's new? What's cutting edge? What's the next big technology?" Right? And I think like you said, the technology is there. Okay? There is capability in technology, accessible to organizations today, far beyond what they are prepared to use. So we should not be focusing so much on AI, and what's next, and we should be talking about the cultural, and people, and mindset shifts that are preventing companies from making use of what exists today.

So when I think about, "Where are we going over the next five to 10 years?" I'm always asked for predictions. I hate predictions, but that is where the change comes in. And the reason that we're as media, or as thought leaders, still talking about the same concepts that we started talking about 10 years ago is because you're talking about foundational business transformation, that takes a lot of time because there's so many layers to it.

So I think it's a really good point that you are not tied to that legacy, as the owner of Koolmill, and that makes your remit maybe a teeny bit easier than companies that are. But overall, we all need to understand this isn't just a vision and a strategy that you put in place and boom, you go execute, and in six months or 12 months, you are an as a service business. This, it takes time, and we can't allow ourselves to become discouraged, or not believe in the power of the business model, just because it's not easy to get there. Right? So what do you think about that? That was a lot of words. I'm sorry.

Alec Anderson: No. Look, we live in a very fast world. Fail fast, move on. I don't have a problem with that, just define fast. So for us, a hundred years is fast in rice milling, but it does take time. And also I think if you're in a transactional sales model, where I make a product, I want my profit, I want to sell it to you, often that's where the story ends.

What do you do with my product? How much value does my product create for you? How can I enhance that value? How can I capture my share of that value? And so one of my customers said to me, "Look, I like your machine, but the price has to be fair." And I said, "Yes, fair to who? Fair to you, or fair to me, or fair to us both?" He said, "Well, just charge me what it's worth." And I said, "Well it costs you about $750,000, then borrow a machine. How many do you want?" And he wasn't so keen then.

So you have to understand, or maybe think about things from a different perspective. If you are delivering something to a customer, what value are you creating for that customer? Do the skills and knowledge that you have, and perhaps by adapting your product, by adding extra features to that product, can that create more value for them? If you don't understand your customer and how they use the product, and how they create value with your product, then it's very difficult to justify a service model. But if you have that knowledge, and you have that cooperation. So I guess the key aspect, you're just finding that initial customer to work with, who you can be very close, very transparent. We are very open with our customers. We'll show them what it costs to make a machine.

Everybody asks me, "What's a machine cost?" It doesn't matter. It's not relevant. It's, "How much will it earn you?" is a much better question.

Sarah Nicastro: Right.

Alec Anderson: So there's the challenge. Now again, I think going back to what we said earlier, much easier for us because we're starting from scratch. Much more difficult where you have established practices, and if it isn't broke, don't fix it. That's a saying here in the UK, and people like to just do what they've always done. There's no thought required.

Sarah Nicastro: Right. For sure.

Alec Anderson: But the margins, or the additional revenue potential is significant. And again, it comes back to that capture of the value. Capturing your fair share of the value.

Sarah Nicastro: I think the point about transparency is a really good one too, because if you were having those conversations, and your answer stopped with, "It doesn't matter what the cost of the machine is. What matters is this," you're not resolving that objection as successfully as if you say, "Well, I can tell you the cost of the machine doesn't matter. What you can earn with it does, but it costs X," because you're not hiding anything. You're not trying to get one over on them. Right?

And so that's another part that I think is a big mindset shift in how this is sold though, is that value creation conversation, and the shared risk, but it's also the honesty. Right? We're very accustomed to these negotiations, and, "Don't show your hand." And this is just, it's different. And if you can be upfront about, "Yeah, the machine only costs this and we're charging you this, but what you can do with it is this," and believe in that value proposition, then you know you can start a real conversation, versus trying to seem that you're hiding something or whatever.

Alec Anderson: That's key, but I think trust is the word there. You have to build that trust, and that, again, takes time.

Sarah Nicastro: Yeah.

Alec Anderson: And so we are lucky that we've been doing this a number of years now, and we've developed very strong relationships, both in a supplier. So we don't have customers and suppliers, we have partners. Our supply chain and partners, and our end users. So it is really that commitment to that partnership.

And I think again, we are a small company, so it's easier for us. Everybody's on board with the whole concept, and that's all they've ever known in the company. So if you were in a conventional existing company, with a conventional product, it's really important that this is driven from the top down. You can't push it from the bottom up. It's got to be a commitment, and it's got to be a genuine commitment, not just a dressing.

Sarah Nicastro: Yeah. For sure. So one of the things that I really, really like about your story, Alec, is when we chatted the first time, you referred to this as your ability to create a more virtuous cycle. Okay?

And so talk to us about how you see the as a service business model, and what Koolmill is doing with it, as a way to equalize competition among the really, really large rice milling companies, and the small and medium size. Tell us a little bit about what you're doing there and the way you view that.

Alec Anderson: So in terms of the virtuous circle, there's a number of things. So we have three pillars. There's economic, there's a social, and there's an environmental. So right now, rice is one of the largest polluters in the world. It's equivalent to aviation. About two and a half percent of all greenhouse gases, and 10% of all methane emissions come from rice.

So one of our is about valorization of these waste products. So the bran, already we talked about, can be made into a human food ingredient. Straw can be used to make power, which can power a mill, which can provide a 24/7 power to a local community, from a waste material. And the rice mill produces high value employment, which means that people can now actually buy the electric that's now available to them, unlike solar, many grids where they don't have a job. They can see people with light, but they don't have money to buy that light and power.

So that's the one aspect. In terms of the environmental aspect, obviously by not wasting rice, that avoids the waste of the resources going into growing that rice. By reducing the power demand, that's a massive benefit. And also the bonding of the straw, the methane from the degradation of the straw.

But perhaps in terms of building the social capabilities, we call it rural industrialization, where we can use that rice mill as a focal point, as a employment generator, as a means of creating and retaining value at a local community. So rather than a rice farmer right now maybe getting 25 cents a kilo for their rice, if they could turn that into a viable mill product, they're worth a dollar a kilo. So we could transform their livelihoods. So I think at the SDGs, we would say we address 16 out the 17. If we can put one on a submarine, we might get 17 out of 17.

So this is really a transformative technology. It can transform this global food system, and that's really critical because by 2050, it won't be three and a half billion people rice is feeding. It'll be 6 billion. Asia has a lot of issues right now, in terms of land stress and water, and weather events, and contamination. So we don't have enough rice. I think the FAO said we have to increase rice production by 70% to meet the demand by 2050. So it's really fundamentally important that we don't waste what we are already growing.

Sarah Nicastro: Right.

Alec Anderson: We've got to get the best use that we can from that. And if we can use that as an empowerment tool to give these local communities a means to create a wealth or value, and redistribute, rebalance that value chain, reduce the food miles, reduce the power per ton, these are all growers. And then also at the added valorization of using these extra waste materials to create for those adds value. That's kind of how we see our virtuous circle.

Sarah Nicastro: Yeah, and just to dig into that a little bit, so we talked earlier, at the beginning about historically, these large rice mills can afford the latest technology, they're doing a ton of output. Now they might not be doing it in a cost conscious way, or an environmentally conscious way, but they're just focused on in and out, in and out production, high volume. Right? And the small and medium size rice mills have struggled, because they cannot afford that technology. They struggle to create that output, et cetera.

So by leveraging the as a service model, you're equalizing that competition a bit. You're making it possible for those small and medium sized businesses to invest in the latest and greatest technology, in the same way that the large companies could. And then that gives them the opportunity to improve their output, improve their value creation, without that challenge of not being able to afford that capital expenditure.

I don't know if you're willing to share this example, but I know you told me, when we spoke, that you have had folks ask you to buy the equipment outright, and you have not allowed that to happen. Can you talk about that, and why that is?

Alec Anderson: Rice industry is very large, but it's also very small. So I think my feeling is we believe and are committed to our business model. The easy option for us right now would be perhaps to sell some machines to big companies, and just bank some money. But I think once we do that, we kind of shoot ourselves in the foot, and then trying to introduce the model will become significantly harder.

So it's tough, and you have to have a persistence, and belief, belligerence maybe. But we have a unique technology. It's patented, and so you can only get it from us, and we want to make it available to those that, perhaps the best impact is going to be with the smaller consumers. If you think about a lot, if we're looking at Africa in particular, or even rural India, you've got infrastructure problems. These big mills require lots of rice. So that means you've got to truck that rice for miles and miles.

Now in the states, they've got good road systems, great trucks, it's not a problem. In Africa, it's a major problem. They don't have the road infrastructure to haul that rice. So many of these large mills that have being built are not running at anything near their capacity, because they physically can't get enough rice to them, to keep them going. Now again, if you look at the macroeconomics, Africa should be self-sufficient in rice, yet imports enormous quantities of rice to replace rice they already have, because they don't have the physical capability to process that rice to an acceptable standard for the consumer. Therefore the consumer would rather pay a price premium to buy imported rice, rather than local rice.

So if we can increase the capability of these rural millers and bear in mind, going back to the macro, sorry to jump about, but of 750 million tons of rice that's grown each year, maybe 40 million tons will be traded as an export commodity. So most of the rice is grown and consumed in a very tight locality. So by improving that capability, in a distributed local sense, at a high performance level, then you don't need to be trucking that rice.

'Cause bear in mind, if you truck that rice out to process it, you got to truck it back in to the people who grew it in the first place, so they can buy it back their own rice at an inflated price, or they have to live with the very poor quality rice that the current capability can deliver.

So that's the sort of transformative impact we can have in those rural communities. And the large mills have a place, they have a good performance levels, but we can put those smaller mills into a position where they can actually exceed the performance capabilities of the large mills. And of course, the way energy prices are going right now, the reduction of power is significant, even for the big customers now, it's going to become really significant.

Sarah Nicastro: Yeah. Yeah, I think there's so many interesting aspects of the story, and I think you will see those large companies have more interest. It just maybe isn't the first line of opportunity, but I think it will definitely come. Right?

I think your commitment to the business model though is commendable, not only because you believe strongly in it, but also the way you perceive it as an ability to democratize innovation, so that those small and medium size businesses have it, just as accessible to them as it would be to the large companies, and because you believe in and understand its impact on the environment. So it's a really cool story, and a really commendable remit that you are committed to, focused on, being patient in seeing come to fruition. So I just think there's a lot to learn from this, both in a lot of ways you are a really good example of the disruption that's coming. Right?

So, people need to be aware of that and be thinking about it. Those big companies that are struggling to get away from, "If it ain't broke, don't fix it," well, maybe not.

Alec Anderson: It is broke.

Sarah Nicastro: Or somebody's going to come up with a different idea that is going to change the game. So we talked a little bit about the impact on the environment, and I just want to kind of recap there. So there's the less power consumption of the machines themselves, less waste.

Alec Anderson: Yes.

Sarah Nicastro: We talked about building the machines for serviceability, versus upfront cost. We talked about the impact of being able to get this equipment into some of these rural communities and minimize travel, maximize the opportunity for the local workforce, et cetera. Am I missing anything, from an environmental standpoint, that we should touch on?

Alec Anderson: No. I think the environment, obviously the way the world's going at the moment with the increase in temperature, I mean, one of the interesting stats is that for every one degree increase in overnight temperature reduces field yields by 10% for rice. So everything is a perfect storm at the moment.

There's more demand, and there's more problems about producing. So one of the things that we work with a partner company, they can take a husk, and they use pyrolysis to make a power or heating power. And one of the aspects of that is bio-char, and if we mix that bio-char with manure, and then reincorporate it in the ground as a natural ground improver, so it displaces chemical fertilizers. Again, with the Ukraine situation, there's a massive price hike in chemical fertilizers right now. But one customer we were talking to in Nigeria had done a sort of build out home bio-char unit, and had some really impressive results.

So he'd increased his field yield from two and a half tons to four tons, per hectare. But more importantly, when the drought hit, his rice didn't die because the carbon and the ground actually holds the water better. So we can mitigate carbon released by reducing the power, but you can also carbon capture that bio-char, re-enter in the ground becomes effectively a carbon capture process. So that opens up potential of carbon credits, trading credits in carbon. So these are all additional things that go into that value generation pot, and I think that's the key.

Now, just picking up on one of your earlier points, I think we are a family business. We're driven by our visions and value, so that gives us a lot of freedom to do things that perhaps bigger companies can't do. But we are a for profit company. We're not trying to save the world. Our intentions are to make a highly profitable, high growth, global business. But from a company that makes, we call it profitable purpose, we have a positive impact socially, economically, and environmentally. So why not make money from doing something good, rather than making money from something that's destroying our environment? So that's kind of our drivers.

Sarah Nicastro: Yeah. And it's a great point, because I think that there's increasing recognition that you can do both. I mean, doing good for your customers, and the world, and these local communities, and the environment does not have to mean that you sacrifice being a profitable business. It's the same way we talked about the difference in how you sell this. It's building partnerships, right?

Alec Anderson: Correct.

Sarah Nicastro: So it is creating mutually beneficial relationships, with an eye toward, "What's the social impact? What's the environmental impact?" and working to achieve that, with the partners that you have, that choose to work with you. Right? So I think that is a really good point, because I wouldn't want someone to hear your story and think that you're just a philanthropic organization. I mean, it has the potential to do good, and to make Koolmill money. So it's not either/or. It's and, both. Right? And so I think that's a good distinction.

Alec Anderson: So we would say we are not in this driven by money. We are in this driven by our technology has impact to make, and if we do a semi-reasonable job, the money will come. But that's the way around. So we are certainly not in the Bill Gates league, so we are not philanthropic investors. Let's put it that way.

But I think it's the old adage. If you give a man a fish, you feed him for a day. If you teach him to fish, he's fed for life. So it's really about this empowerment, and that release of that human capital that's frustrated right now. 'Cause if you look at Africa or India, or any of the Asian rural communities, it's all about human capital. Agriculture is such a massive part of their GDP, but they don't have any way of adding value, and that tends to be done sometimes out of country. So we are exporting all that value. How can we try and retain that value, and drive up that standard of living in that country? That's our key.

Sarah Nicastro: Yeah, that makes sense. So Alec, in closing, for anyone that is looking at the as a service model, and considering its potential, whether they're a new venture or an existing entity, any other lessons learned or words of wisdom that you would share?

Alec Anderson: Yeah. I've got lots of lessons. I'm not sure about the words of wisdom. I think you have to understand your end user, your customer, if you want to use that word. So you have to understand their business, and what's the business case for them. How do you explain? If you can't explain the business case, you're not going to get anywhere.

And I think when we look at the potential customers that we could have worked with, it's really important that you pick the visionary one. Some people have that visionary capability. They can see where they want to go, and some people are just trying to get through today, and we're not really worrying about tomorrow. So I think that initial choice, and who you're going to partner with to develop the model, because it is a development process. You can't just get one off the shelf and say, "Well, that worked for Rolls-Royce, and we'll just copy that in Koolmill, and then some days come along. Well, it worked in Koolmill. We can just copy that and do the same." You can follow the principles, but you need to adapt and deploy it to suit your particular product or industry, or what have you.

Sarah Nicastro: Right.

Alec Anderson: One size certainly doesn't fit all. But really, if you don't understand that value you're creating for the end user, then you're on a loser. And if you can't shift your mindset away from what you were doing, don't look at the past, look at what's possible now. Look at all the instrumentation that's available. Can I deploy that to create value?

If you can't create value, what's the point? Big data. What's the point of big data? It's just a lot of data. Is there any gold nuggets in there, that you can pull out and monetize? Because if you can't, then it's just nice to have, but it's not valuable. So these are the key aspects, I think. And be patient, and if you're not the senior management, you need to get that senior management buy in. There has to be a fundamental commitment in the company. This is where we are going, because this will create substantial revenue beyond where we are now, and that protects the future of the company.

Sarah Nicastro: Yeah, really good. Great stuff. I love the story. I appreciate you coming and spending some time with me, and sharing it with me and with our audience, and would definitely love to stay in touch and have you back some time, to hear how it's going.

Alec Anderson: That'd be great. Thanks for the opportunity. It's been great chatting.

Sarah Nicastro: Absolutely. You can learn more about servitization, and the path to as a service, by visiting us at FutureOfFieldService.com. You can also find us on LinkedIn, as well as Twitter, @theFutureOfFS.

The Future of Field Service podcast is published in partnership with IFS. You can learn more at IFS.com. As always, thank you for listening.

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October 5, 2022 | 22 Mins Read

Revisiting the Core Concepts of Industrial Automation

October 5, 2022 | 22 Mins Read

Revisiting the Core Concepts of Industrial Automation

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Kevin Starr, North American Service Development Manager at ABB, joins Sarah for a conversation around Industrial Automation and how the education of today’s workforce must evolve while maintaining the core principles.

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today we are going to be revisiting the core concepts of industrial automation. I will be honest, I have a lot of conversations on this podcast that I feel I know a lot about and I'm very comfortable with, this is not one of them. So this is good though because the reason this podcast exists is to learn and grow and expand. And so I'm excited for today's discussion. So today I'm welcoming back Kevin Starr, who is the North American service development manager at ABB. Kevin was interviewed for episode 59, so it's been a while, Kevin. Welcome back.

Kevin Starr: Thank you. Thank you. Well, I've got a great book for you to help with your understanding.

Sarah Nicastro: Yes. Yeah, and that's what we're going to be talking. By the end of the episode I should be an expert, so.

Kevin Starr: That's right.

Sarah Nicastro: Okay. So before we dig into the topic, tell everyone just a bit about yourself, your role, et cetera, and then we'll get into it.

Kevin Starr: Sure. My name's Kevin Starr. I've been with ABB for a while. I'd say it's 35 years. I tell people I started when I was five. It's been an amazing journey of automation troubleshooting and seeing the evolution of automation. And I've had the opportunity to work all over the world in all kinds of industries. And along the way I was able to learn process control and industrial automation and loop tuning. And I've been able to present the material, develop training classes, develop tools and software and solutions. And a book that I wrote, that was close to 30 years ago, has really resonated with the community and it's sort of having a resurgence as we're going into this kind of industrial revolution. So I get to work in the service space. I get to help customers improve production quality and reduce the cost to produce and help grab onto and hold onto our tribal knowledge.

Sarah Nicastro: Yeah. Okay, cool. So you recently re-released this book that you wrote for the first time, I think you said close to 30 years ago, right?

Kevin Starr: Yeah.

Sarah Nicastro: So, tell us a little bit about your journey writing the book. What was sort of the catalyst for the first round of writing it and how does that compare with the version that was recently rereleased?

Kevin Starr: Well, it's been amazing. When we started this journey, it's been, well a long time ago, 37 years ago, I was what they call a systems engineer where we do process control and startup of a paper machine. And we had a control system that you would have to configure. And I go into college and had a background in electrical engineering and a minor in process control where we had learned about root locus and Bode plots and poles and zeros and a lot of mathematical rigor, but the application of the real world just wasn't really there. And I went to this paper mill down in Vicksburg, Mississippi and the process control manager said, "You can't touch my machine unless you tell me how these numbers work." And I was like, "Oh, well here's my binder." I was given this binder, and we call it the golden binder. "Plug these numbers in, everything will work." And he says, "No, you can't touch my machine."

And I knew I wanted to go home eventually. So, I went and started cramming and studying and trying to figure out how to answer, what's a proportional gain, what's an integral gain, what's dead time? And so I was able to tell him that I knew what I was talking about. He let me set up his machine and it ran good and I could go home. And that was the spark really is like, "I wonder if anybody else is struggling with this?" And then as I was happened to move into instructing and teaching and people started asking questions about tuning, that's when we were going from pneumatic and four to 20 milliamp current loops into the distributed control system. And so the controllers were no longer operating once a minute, they were operating every five seconds or every second.

So some of the maybe sloppy techniques that we had grown up with weren't working. And those, I started teaching classes and then the students would say, "Hey Kevin, could you write this stuff down because we're taking too many notes?" So each class I would write it down. And then Jim Flading once said, "Kevin, if you would just write this as a book, we would buy it. And then I had a boss at the time that let me take several months to compile the information and the Single Loop Control Methods, loop tuning book was born. It is kind of funny, is the first book we sent it to a wordsmith to have them edit it and it came back with so many corrections. Their question was, is English your native language? I still find that funny, because I can't spell, I'm terrible at English. And yet I wrote a book. And that was 30 years ago and now this is the fourth edition that's coming out.

And I would say I was fortunate, I had some extremely talented mentors that kind of took me by the hand and showed me some of the tuning and to tune by feel. And I was able to write that down and then help other people understand tuning from a much more practical perspective. The theory's great, but it has to make sense. So I was able to work with hundreds if not thousands of people. And then as the controls took off and things grew, people sort just used auto tuners and oh, we don't need tuning. And they moved to advanced process control and now people are coming back and saying, "Hey Kevin, all of our advanced controls sit on this thing called a control loop. Can you help us again?" And that was really, we said, "Well, let's dust this thing off." And it's amazing once you hit the resonant of the theory of control tuning, it's applied to every application, every industrial controller. It's non platform dependent, it's vendor agnostic. And that's what's helped me stay relevant and have such a long career.

Sarah Nicastro: Okay. So how would you describe the current sort of state of the industry?

Kevin Starr: I still work at ABB, and we're constantly working with our customers. And I would say after we've all gone through this pandemic and hopefully are coming out of it, but what I would say we've seen beyond our wildest imagination was the remote work. Doors have just opened up for remote capability, remote access, being able to apply application of technology remotely. Loop tuning is one of those things that years ago customers were like, "You have to be sitting in front of my machine. If you're going to do an evaluation or a step test, you have to be here." That stigma has been removed and we're doing remote tuning and commissioning from anywhere in the world.

And you couple that with the other change that the industrial revolution 4.0 has introduced is one person used to be able to know everything about the technology they were working on, that has passed. They say 2015 was about the point where the industrial revolution really started, and if you look at the amount of knowledge that a person has to have from loop tuning is one thing, but so is cyber security, so is IT and OT and alarm management. And the list goes on and on. And so what's happening is people are only getting smaller and smaller pieces in an academic setting. So no one's really an expert, but everybody's supposed to know everything. So what we're seeing is the state of the industry is our clients are saying, "Can we have a sliver of all these expertise? And we can't have just one person, how do we do that?" And that's where we've introduced the concept of the right person at the right time with the right solution drives the right value.

It's kind of another spark along the way here is my son, who's now, five or six years out of college. He took a class at a Ohio University on loop tuning. And he goes, "Dad, I can now talk to you." And I said, "Okay, let me see what you're doing." And I'm like, "Oh my goodness, that's all you're learning?" And they showed me their videos and I said, "Well, your dad used to do this stuff." And he goes, "Really?" So we got a videographer. And I said, "Get your camera, let's go." And we recorded every chapter as a YouTube video and primarily showed him how to pass his class. And that has exploded.

And people, your listeners can go to Kevin Starr ABB PID, search that in your YouTube and you'll see, ABB allowed us to make those available to the industry for free. And one of them has over 400,000 views, which is kind of crazy is to see that that has really prompted part of the state of the industry is we're a Google... If you can't learn it through Google, it doesn't matter. And so now people are finding this technology and finding how to do things and we've made it available. And then almost always people will read us, well I'd like to have a reference book. So they'll send us a note and then they can get the book now through ABB.

Sarah Nicastro: Very cool. Okay. So let's walk through some of the components that are covered in the book. So the first one is around process identification and modeling.

Kevin Starr: Yeah, it's challenging. A lot of people get into loop tuning, they want to talk about Ziegler-Nichols or lambda control or direct synthesis or pole-zero placement and that goes kind of over people's head. And then you say, Well, I have an ABB or an Allen Bradley or a Fisher or a Yokagawa or a controller. And then there're different types. So people get kind of caught up in the math really, really quick. And I take it back to we start off with processes. Every input output, relationship, like if you go to steer your car and you turn a steering wheel and the car doesn't turn, you don't speed up, you stop.

And that's the way it is with actuation devices. You have to inject energy or figure out some way of looking at historical data to find the causality between that input and how's the process going to respond? Is it going to move really, really slow? You think of a like fire hose or a garden hose. You can't adjust those the same. So there are techniques and methods that we cover for identifying process types and how you come up with numerical numbers to represent how much did it move and how long did it take to get there? So we really try to boil things down. This all goes into calculus and differential equations, but not in this first book. We just say, okay, these six or so different types of processes. Was yours self-regulating or non-self-regulating, and here's how you would do an identification using current lump test techniques or historical data. And if you can't identify what's going to happen when you move the actuator, you're not ready to go into the next levels of tuning.

Sarah Nicastro: And then you talk about the technology that's being used.

Kevin Starr: Yeah, the technology is, we'd like to think that everybody has an ABB controller out there, but industry's been out there for 35 years or longer than that. And so you have to be able to adapt the language to the type of control that's being used. There's actually three main branches. There's parallel, classical, and standard. Those are the three classes of the mathematical formula, which is interesting. If you go clear back to the pneumatic controllers with sniffers and baffles, they literally developed software around physical components that they took into the digital world and there was three versions.

So, there's the MOD systems, the Taylor MOD, the ABB, the Allen. Different companies have different embodiments, but if you understand that you can map your tuning into their language. That's where a lot of people get messed up with tuning is they may have two different controllers and one is set up with a particular equation, one is step with another, and they put the same numbers in both. One explodes, one doesn't. And there's this stigma of process control that it's black magic and you can't understand it. We really try to demystify that with the book.

Sarah Nicastro: And so how are you helping people take the process identification and the modeling, understanding the language of the technology they're using and then getting to the desired outcome?

Kevin Starr: Well, that's great. It's tuning a lot of people it's a guess and check. Well, I'll just throw some numbers in. And see that's how I was brought up, just throw these numbers in, it'll work. Well, no, that tune by feel, in the old days you could actually feel the knob and you could feel the system calm down. In today's world electronics, you don't have that feel so you have to rely on the numbers and the response. And the response is, do you want the response when you change the reference to happen fast or slow? Imagine when you get in your car, if it's cold out and you want it to get hot, well you kind of have an idea of how the heater works. So normally you turn the heat way, way up and you're trying to speed up how fast a car can heat up.

So you don't just put the valve where it ends up, you go really fast and then you come back into it. The reason you can do that in your car is you understand the dynamics and you understand you're doing it by hand. We can do the same thing with automation. We can make a process respond fast or slow. We can give it a percent overshoot. We can actually tune out a particular frequency. I guess that's what I find fascinating about tuning. Once you understand that the control will respond to the way you tune it. Even if you don't know what you're doing, if you know what you're doing, you can do incredible things with process control.

Sarah Nicastro: So, you mentioned when we were talking about the catalyst for the book, you had gone to college and when you got into the act of actually doing the work, you know realized there was sort of a gap between what you were taught and what you were expected to do. And so the content was geared at not only closing that gap for you, but for other people as well. So then when you talk about present day, it seems like the gap still exists, it's just different than it was. So there's still this need to sort of close this gap between the textbook learnings and the real world. It's just the realities of that look a bit different. So you mentioned that in today's workforce we know that people are stretched to find talent. You mentioned that there's this desire for a little bit of all different types of expertise versus someone that's an expert in one thing. What does this kind of lead to in terms of how we need to educate the workforce and provide training and knowledge and enablement that fits what companies have to accomplish today?

Kevin Starr: That's great. That's a lot there and I keep coming back to spheres of influence. There's only so much one person can do. And you can chase rabbits if you're not careful. And so I always try to boil it down to what's the core value. I've had a chance to work in a lot of industries and so production quality, cost perdu, safety, transportation. You figure out what's core. What are the turns in their factory that makes money? And then how can you take your knowledge and help leverage that goal? Instead of getting caught up in, well let's use this dashboard or this tuning tool or this, whatever. Those change, but the cores don't. And so how do you link to that?

And that's what I found with this is that the tribal knowledge that we grew up with. A lot of people were fortunate enough to work in an industry for 20, 25 years. You kind of grew up with this. New people are coming in and they have a different paradigm. It's like, why are you doing? And which is great, we want that, but we have to be able to adapt to that, to be able to bring information to a heads up display so they can be taking data, convert it to information that they can take action on that creates value. If you can't do that link, then you just have a fancy dashboard or a treadmill that you hang your clothes on in your bedroom. It's not really any good.

Don't get sucked into technology for the sake of technology. How does it apply to taking action that creates value? And I know that's a lot there, but as we've transitioned and our industry has grown and the technology has grown and the demands of the people have grown, we call it work-life balance, that's been disrupted. It's people are like, "When that phone rings, what do I have to do?" And when I walk into the building, there's so much, how do I prioritize so that I can give the person the right things to do at the right time?

If, for example, loop tuning, when I first started to tune one, two loops, it'd take a couple days. And we figured out how to do 10 loops in a week and people paid us a lot of money for me to run around and tune 10 loops, 10 control loops like a flow or a pressure, a temperature, a level or machine speed or consistency, those types of things. And then all of a sudden technology kept growing and now we could do 100 loops. And then if you couldn't do a hundred loops in a week, they wouldn't buy it. And then now we're up to two, 3000 loops and you need to do it instantly.

So the theory of control hasn't changed, but it's a little bit like painting the Golden Gate Bridge. If you have a brush, you can do it, but by the time you get finished you got to start over again. And how do you know? That's the thing with control loops is there's so many now and if you don't figure out how to grab a hold of all of them to give you a heads up display, say, "Okay, these five are broke, go." And then I can distill and still apply, I don't want to take shortcuts on the theory and the tuning, but I can't spend so much time diagnosing 5,000 control loops. I need them come to me and then apply the knowledge to that and then get the desired outcome that is important for my client.

Sarah Nicastro: So, when you think about the challenge to provide employees that have bits of expertise across areas versus a lot of expertise in one area, how do you see that sort of playing out?

Kevin Starr: I think that's what the information age and the digital age and the industrial revolution that we're in is, what we're seeing is if you force everybody to know everything, then not everybody can know everything. And so then they always feel a little bit like, for example, we were sending a guy to go do a feed study and he was talking to the customer and said, "Okay, show me where this valve is." And the customer says, "You're sitting on it." And the guy was really smart, but he didn't know that particular item. And so then it made him look bad and he was embarrassed. And so it's like, well you can't know everything. I don't know about... There's a lot of stuff. So how do you get access? So that's where the distribution of the workforce and the regional and kind of think of the Uber of service. You need to go someplace, if you have that app, they come and get you. It totally disrupted the cab industry.

That's kind of where we're at in the service space is, you had to send one person to know everything. Well, it made sense to me in the oil and gas sector where when an offshore oil rig had a problem and they called in for help, you just didn't have 100,000 people that could go. You had a group of people and then the guy was like, "Well it could be this, this, or that. So let me grab a great big box of parts and hope that when I get to the site I've got the right one." Well, that's where I can still remember sitting with the customer saying, "This isn't okay." I need to be able to make sure that when that person comes to site, he's equipped with what he needs. Or better yet if I can fix it without them even flying on the... Because that's kind of a dangerous... Why put people in this danger when we can remotely bring them in.

So that's what we are seeing back to the state of the industry is technology and remote is changing so that we can kind of self-adjust so that maybe you only need one or two advanced process control experts in your company. But you need 20 or 30 control guys and you need 30 or 40 cybers, but you don't need them all in one place and you don't need them all at the same time. So learning how to dispatch them and orient them based on the need and getting their access and their scheduling, that's what we're seeing is the big change that's happening.

Sarah Nicastro: Yeah. Now we talked a little bit about, you were mentioning when your son was taking that class and was showing you what he is up to and you're saying, "Well, that's it?" And just the need here of making sure we don't overlook the core principles. That's kind of what your book does in a way is make sure that people get the emphasis they need on what those core principles are. And you can update it so that it's reflective of present day, but the underlying principles stay the same. It just makes me think there's probably other areas of service and manufacturing and the things that we talk about here often where that's applicable. Are we trying to do all things and overlooking some of the core elements? I mean, can you think of any other areas where that idea is applicable?

Kevin Starr: Oh yeah. I mean, I've been fortunate as to apply the concepts of process control. Once I started putting the inputs and outputs and realizing that once you can compare those, then you can put a control loop. A control loop is simply a device that takes action based upon an input, That's what's special about a PID. It literally makes a decision and makes... Most everything is a diagnostic tool. Control loops convert it into action and that's why it's also scary for a lot of people. If you set up the wrong things and that actuator starts moving and your machine breaks down, then that's kind of scary. But I've been able to apply this.

One example is I was, in one of my positions, I was the software development manager for the global software development. And I started seeing the relationship between developers and throughput and I use the book here and the tuning for a tank to tune the backlog based on the capacity of my teams. And I was like, holy smokes, this stuff applies everywhere. You don't have to guess. So I was able to use these methods and apply them to the extended agile scrum team backlog and prioritization, which people are like, "Oh really?" Oh yeah, it worked. And I've seen that with even down to like this, this podcast. You'll see if you get a million views, you'll probably have me on sooner than later. If you get 10, this is probably my last view. But so we all take inputs and take action. That's a control function and that can be optimized. And that's what I find fascinating still is the optimization of all these processes.

Sarah Nicastro: Yeah. No, I agree. Now if you think about, you mentioned the YouTube videos you created and how much traction you've seen there. So, you started 30 years ago with writing this book, you had the opportunity to more recently create those videos and relay the content of the chapters there. It just makes me think people learn in different ways. So when we think about empowering our teams with knowledge, what are some of the things we need to have in mind about how best we do that today?

Kevin Starr: I suppose in summary is to assume that everyone learns the same way is the biggest mistake. Is to allow people to learn how they learn because the information and turning it into action is so important. And I guess that's where people need to recognize is, there are different ways, whether it's video or text or remote or in person or mentoring or apprenticeship. What we're doing in industrial and industrial control is important, and the safety of our people are at the utmost. But driving our clients to improve production quality, and cost produce, sits on the back of knowledge. And that knowledge is something that leaves when people leave. We need to figure out how to capture that, and training and capture is one of the ways we can do it.

Sarah Nicastro: Yeah, that makes sense. And I think, you spoke earlier Kevin, about how technology has allowed organizations to do so much of this work remotely. That also goes for sharing knowledge. You don't have to have access to experts that are in person, you can have access to them remotely. So, there's a lot of different ways teams can collaborate and have that over the shoulder reassurance that you mentioned without that needing to be a physical presence. So, I think that's a good point.

Okay. So, I've certainly learned a lot so far today. Any other insights, comments, or lessons learned that you would like to share with our listeners?

Kevin Starr: Oh, I suppose, one of the lessons learned, I suppose it's somewhat of a personal journey. In my quest to help solve industrial problems around the world, I had let the biggest industry kind of go on back burner, which was me and my health. And my doctor said, "Look, if you don't turn things around, you're going to have a stroke or a heart attack." And that was when I turned 50. And so, I was like, "Oh my."

And I said, "I go around using these techniques of troubleshooting and fixing industrial processes. I wonder if I can apply these skills to me?" And so, I did. I started recording the data, I found what inputs were outputs, I tracked everything down, and I went to my doctor and got physicals and asked for advice and applying it to myself, basically doing the bump test, identifying my process type.

And all of a sudden, I started losing weight and people started asking me questions. And then I started sharing the information. I said, "I've been on this journey before when I wrote the control book, so I wonder if I could take this experience and write a book?" And I did. I just released it called Tuned Fit an Engineer's Journey into Health and Fitness. I lost 50 pounds and became a master’s athlete, and I never would've dreamed these possible. And I credit it to this book and going back 30 years ago and putting that together. So, it's been amazing, is what you allow yourself to learn and then to put it into action. And that book's on Amazon if anyone's interested, you go to Amazon, and type Tuned Fit.

Sarah Nicastro: Well, congratulations, Kevin. That's awesome. I think it is interesting how sometimes what we can put to work in our professional lives, how it can be mirrored in our personal lives. I wrote an article not too long ago about everyone wants the transformation, but are you willing to change? And the idea of how that applies both to organizations, but also to us as individuals. I know I shared with you, so I turned 40 in March and at the beginning of this year I realized I had put on some Covid weight. And so, I've lost probably 35 or so pounds since the beginning of the year. And it is very much just, are you putting the focus in that you need to? Are you paying attention to what works and what doesn't, and making adjustments and all of that stuff? So yeah, there is definitely some parallels there. And I think it's really cool that you benefited from the hard work you've done and sharing your knowledge with others in a very personal way as well. So good for you.

Kevin Starr: And congratulations to you as well, that's a lot. But if your why isn't big enough to overcome your reasons, then you never change. And I think back to the industry stuff, I'm so fortunate to have written a book that has lasted this long, and people are asking for it again. But the pandemic, the growth of an industrial automation, people are recognizing the core values and the core components and knowledge and training and application, they're all kind of new again. And so, this continuum, I was fortunate to touch it at the beginning with some great mentors. I feel like the flag was carried and now we have stuff for the next generation to take with them. So, technology is exciting, and knowledge is something we should never stop trying to gain.

Sarah Nicastro: Yeah, for sure. All right, Kevin, well thank you so much for coming and sharing with me. I appreciate it. If anyone is interested in checking out Kevin's books, you can reach out to him on LinkedIn. So last name is Starr with two Rs. And you can look him up on LinkedIn, send him a message, and he'll point you in the right direction for either of the books. So, thanks so much for coming on again and spending some more time with me.

Kevin Starr: Oh, thanks for having me. It was a pleasure. Appreciate it.

Sarah Nicastro: All right. You can also find more by visiting us at future of field service.com. You can find us on LinkedIn as well as Twitter @theFutureofFS. The Future of Field Service podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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September 28, 2022 | 28 Mins Read

HPE’s Operational Services Strategy

September 28, 2022 | 28 Mins Read

HPE’s Operational Services Strategy

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Sarah welcomes Norbert Schöfberger, Global Vice President of Infrastructure Services Sales at HPE, to discuss how the company is adapting to customer expectations and evolving its GTM. 

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today we're going to be getting an inside look into HPE's operational services strategy. I'm excited to be joined today by Norbert Schöfberger, who is the Global Vice President of Infrastructure Services Sales at HPE. Norbert, welcome to the Future of Field Service podcast.

Norbert Schöfberger: Thanks Sarah for having me. Welcome.

Sarah Nicastro: Yes, thanks for being here. Okay, so before we get into taking a look at where HPE is related to selling service and some of the things that are evolving and some of the things you're learning, just tell everyone a little bit about yourself, your role, and your background with HPE?

Norbert Schöfberger: Right, sure. So, I'm with the IT industry for more than 25 years. I'm located in the center of Europe in beautiful Vienna. And I'm now since five years with the services part of the organization within HPE. I've been running Austria as a managing director. I've been handling the services business for the DACH here, so Germany, Austria, and Switzerland. And now since close to 18 months I'm running the job on a global scale, which is a very nice experience. And I would not miss, would not like to miss the last 18 months.

Sarah Nicastro: Yeah, well, and five years represents a lot of change and growth for services. So very exciting timeframe to have moved to that part of the business. Excellent. And I have not had an opportunity myself to visit Vienna, but it is on my list and I hope to make that happen.

Norbert Schöfberger: Great.

Sarah Nicastro: Okay, so let's talk a little bit about some of the shifts that are happening in the industry that have prompted HPE to really reflect on and evolve its approach to service?

Norbert Schöfberger: Yeah, no, it's a very good starting point here, Sarah. So, I think the shifts in the industry that we see, and it starts with a personal experience that we have every single day. If you recall, for example, how you consume your preferred video today, you're just going to click on Netflix. It's here, you're going to, that's it. Or how do you operate? In the past you've taken a cab from A to B. Today you open map, you push on Uber, Arrived, or Lyft, or whatever is around. So a lot of these things happened in the last years and it is at the end of the day, everything is around customer experience. So what is your experience that you have with your whatever, your Uber, your Netflix, your Amazon stuff, whatever you do?

If you're happy with the experience and things work fine, you're going to revisit. You're going to do the same thing again. On the other hand side, if you're not happy, you're going to do something else. And this experience economy where we are going into is also so much related if you, again, compare it with a personal experience that you have on consuming your IT that you have at home. So in the past you bought whatever, a license, a CD or something that you put in your laptop or in your PC when you installed Microsoft.

Today everything is coming over the app. It's coming as a service, you're going to pay as you go. And this is getting into more and more details of your private life. And therefore the consumerization always shifts into professional life. And this is what we see going on in business environments, in enterprise environments, since a couple of years where the things are going to, and this also affected us as HPE obviously, how to adapt to this new type of environment, to the shifts in the industry? And how can we cope with a more than 75 years legacy as a company to adopt to the new situations?

Sarah Nicastro: Yeah, it's funny, when you brought up Netflix as an example, I was thinking, just this weekend my, so I have two sons. My older son is seven and my younger son is nearly six, so they're very close in age. And it was a rainy weekend, so we were just hanging out around the house. Of course, they were tearing it apart. And they found a DVD. It was Kung Fu Panda, coincidentally. And my son said, "Mommy, let's watch this." And I said, "Well, actually, buddy, we don't have a DVD player." And he pointed the TV and he said, "Yes, we do. It's right there." And I'm like, "No, this is a DVD." And he's like, "What are you talking about? Just put it on." And I'm like, so it's absolutely has permeated every part of our lives.

And you bring up a really good point, which is companies that have a 75 year legacy, even a 15 year, a 20 year legacy, they have to really urge themselves to make sure they're not staying tied to that, and that they're adapting. So it's a really good point. And I don't think there are a lot of companies that are not really accepting of where we are and where we're going, but there are some. There are some that want to keep the blinders on, just because they're comfortable with what they're doing.

But you mentioned consumerization of IT. And it made me think, not to date myself, but when I started in this space, that conversation was happening around hardware. And so when we talked about the mobile devices that field technicians would carry around, you were talking about big, big rugged devices. And I won't name a bunch of names, I could, but you don't hear about many of them anymore, unless you're talking about a situation that really demands that. And that's because when the iPhone came out and other smartphone devices, it just became the preference of first people, then employees and customers. So, it's the same thing here. The way that we consume is absolutely influenced by what goes on in our personal lives. So, when you think about, or if you can talk to us about that reality, that shift, what does that look like in terms of how HPE's customers, how their expectations have sort of shifted?

Norbert Schöfberger: Yeah, absolutely. And you touched a couple of very good points here, Sarah. If we look on the trends and how things move forward, there are a couple of facts that we need to consider, also as a customer situation. So for example, Gartner has stated more than 80% of customer service interactions will be self-serve already this year. Then you have Forbes who have a study that more than 95% of customers say that service is important to their choice. So, it is the end-to-end capability that you have everything that you need also from a service perspective at the tip of your fingers, which is digitized.

Then ideally with the most intelligent that you can provide to your customized environment that you have as a customer, so means digitized and personalized. And then you don't want to have lengthy discussions with people. And I remember some 10, 15 years ago, when you designed a services contract on a mission critical environment that you had to provide, it was lengthy discussions on details here or there. Today things are pretty easy and you can leverage knowledge from around the globe that is available on similar customer situations on possibilities when all the environments that you have and new sources of digital customer experience and self-service insights are brought together that you can benefit from this.

Sarah Nicastro: I think a couple of things here. Number one, when you think about those conversations related to mission critical relationships, contracts, historically, I think in many ways that has set the bar. It doesn't necessarily, I'm not minimizing the importance of mission critical situations or environments, but the reality is, today a customer doesn't care if their operation is mission critical or not, they just expect the performance. So, those conversations that used to happen about situations that necessitated some superior level of outcome, output, now every customer has a very similar expectation. So, the onus is put on the company providing the product and or service to figure out, "Okay, well, we're not just talking about creating this experience for this elite set of customers that have a specific need. We're talking about needing to create it for just about everyone who's willing to pay for it, right?"

Norbert Schöfberger: Yeah.

Sarah Nicastro: The other thing I wanted to point out that I think is such an important point in this conversation, and one that is very challenging is, you pointed out that ... So, if we talk about HPE specifically and we talk about customers that want to move more to as a service model. They want to pay for what they're receiving. They want what they're receiving to work when it needs to work. They want that peace of mind, et cetera. You're talking about a very well-orchestrated set of products and services. And I think one of the biggest challenges within organizations when it comes to providing that seamless, digitized, positive customer experience is internal silos, right? Because if you don't have this vision and strategy across the organization, you're not working toward that customer journey at large. If you're just in charge of this piece, and you may have it perfected, but if it isn't tied to the next piece and the next piece that ultimately gives them that experience, it's all for nothing.

And so I think breaking down those silos and making sure that you're not transforming internally to be the best at what your function in the business is, but you're transforming externally to have that customer impact is a really important point of clarification. So, that of course is something that HPE has had to grapple with. I mean, you're not just talking about, "Okay, I'm in charge of this piece. So here's what I've done to make it the best." You have to look at, our customers interact with all of these pieces and here's how we're working together to give them what they want. So, let's talk about what that means in terms of your role and your area, and then kind of the company at large? So, we'll just touch on a few things here that I have some notes on, and then if there's others, we can weave those in as well. The first thing is that customers are looking for new sources of value. So they're expecting more from you than they have historically. Tell us a little bit about what that means, what that looks like? Give us some examples?

Norbert Schöfberger: So, on the new sources of value, I would highlight three things that you should look at from a service perspective. The one and first thing, and maybe the most important thing, it needs to be truly customer-centric. So each customer has to be in front and center in a personalized way that you look at the specific environment is around. That's the one thing, and I'm going to elaborate a little further in detail in a minute. Second is, everything that you do from a new source of value should be digital and data driven. So what do I mean with this? I just touched on a minute ago on the global possibility that you can leverage from the knowledge in similar situations. So today you have the most intelligent products out in the market, and there is lots of very intelligent ingredients in these products, like info site, cloud physics, you name it.

So lots of staff sending telemetric data on the health and then the status of the equipment, what it is, to an intelligent data hub. Let's call it this way. And therefore, if you have a similar situation that someone in, I don't know, in APAC or in Europe or in Latin America or in the U.S., and there is a similar constellation coming up, there is an AI-driven intelligence. So an artificial intelligence associated to it. And this could bring up a popup and not even tell you that you could run into an issue in the next 48 or 72 hours, but could from a machine-to-machine connection automatically go into a self-healing mode and going to say, "Okay, I'm going to accept this." They're going to change this piece of configuration, et cetera, as long as it's software driven, when it's not a physical part that is going to be defect in there. And you don't even realize what is going on at the end of the scene and your system are seamless where.

And that's also one part and portion of the thinking. If you move to a consumption environment, if you remember 20 years ago, 30 years ago, did you ever ask your telephone provider what the backend stuff is? What the thing, no, a dial tone was a God given right, and that's it. And it's the same, if you consume IT in there in the backend, what's going on and how this is working itself? This should not bother you. It is the service that you leverage and it's the highest interest of the provider that the service is up and running, because otherwise you can't use it. And then the vendor doesn't get money for it because you can't get a bill if it's not used in there. So, that's the element in there.

And on the third point I would like to make is, it's driving innovation by leveraging intelligence. So, the days are over when service was a static thing, did you say, "Okay, we're going to make a contract for three years, five years, whatever it is, and this is what we're going to do. And yeah, we're going to make sure that all your light bulbs are blinking green and not red. And this is all good." But if you not innovate on these investment cycles and innovation cycles that we have in industry on a regular base, on a customer-specific environment, then it will be very, very difficult. So this is how it phrase it from it. I mean, it's a digital customer experience. It's a self-service insight info and the expertise to leverage on driving new sources of value going forward.

Sarah Nicastro: Okay. I want to ask you two questions on that.

Norbert Schöfberger: Sure.

Sarah Nicastro: Number one is, I agree with the point about personalization, but how do you achieve a level of personalization at a scale that is feasible in terms of running a business?

Norbert Schöfberger: So, the personalization starts, and this is closely linked to self-service on the environment, so that you're going to have an automated tool that you're going to bring up on a single log-on portal. You're going to go there as a single source of tools for your existing environment, where you have all the health status of your equipment, where you can see if there is a problem. You can start an interaction with a technology specialist, if you want to. And this is a 100% customized to your specific environment. So this is not a one fit all. It's an environment that is made for you being the unique customer. Yes, it's a common platform that is used because of scaling effects, but this is exactly tailored to your environment. And then you have, depending on the service levels you're going to act and operate in, it could be a physical person that you could connect to at a push of a button, or you can go into a chat situation. And again, this is a 100% personalized and made tailored for you and your specific requirements, what you have.

Sarah Nicastro: Yeah. Now, we were chatting before we started recording about how roles related to service are evolving. And so I just want to also point out, there are folks within this audience that have businesses that differ from HPE's. And some of those are, we're talking about larger equipment, we're talking about different types of service, et cetera, but I just want to point out that personalization also depends a lot on ... This is where relationships and the human side of service becomes so important. Because if the goal is, or not even the goal, the reality is that we're going to leverage self-service and remote service more to provide that ultimate outcome that customers want, they will appreciate that. But when they need a response from a person or when you are engaging with customers to talk about their innovation cycles and to talk about the business relationship, those are your opportunities to personalize it in a human way. And I just think that's super important as well.

Norbert Schöfberger: Yeah, absolutely agree. And that's why we have with the largest engagements and is our enterprise customers where we're going to operate in, you have regular sure fixes where you have this physical touchpoint, at least once a quarter. And depending on your situation, if you're going to move or you're going to do an M&A and you're going to integrate something, et cetera, where you have these detailed analysis and going to plan ahead, what is the next phase you are going to approach in the next two, three, four months? And then from a service perspective, we should take care on how to wrap this in a cozy, nice feeling and going to take care about everything that the customer can move forward, make a mantle, tick in a box and we're going to manage the stuff. And that's the physical engagement that you're going to have, and less the standard service that you're going to keep the engine running.

Sarah Nicastro: Yeah, yeah, that makes sense. Okay, I'm going to save my other question for later because I think it's going to be applicable to some of the other things we're going to talk about. Okay, so let's talk about how the changing customer expectations and industry trends and the new sources of value that are becoming expected, how does that lend itself to HPE's focus on creating new revenue model? How is that sort of a natural transition, and why is that consumption model needed and desired among the customer base?

Norbert Schöfberger: Yeah, it's a very good point. And if you look on the consumption model you just mentioned, Sarah is that the compound average growth rate, the CAGR is projected at roughly 20%, 25% going forward. And therefore there is one key metric what you have on recurring revenues that you usually have if you have lengthy engagements, that's the ARR, so it's the annualized revenue run rate. And this ARR is a key metric if you're going to move into the consumption world. And the software companies are doing this since years. And now it's also, if you go into environments like hybrids cloud environments and stuff like this, where we're going to look into this on a much more detailed way.

And the beauty of this is that the transition that you mentioned, it's not a black or white issue that you push a button and the entire world is just consuming that way. You can have a mixed environment of CapEx and OPEX, and you can leverage and decide what is run on which environment, depending on how you want to do it. But the trending what we're going to see is definitely moving to the OPEX environment, and therefore reflecting in the ARR metric from a revenue streaming perspective, because that's the future. And also for us being a company and all for the other companies being in a consumption world, this is reflecting also the stickiness of your services, how your customers are happy and accepting what you're doing and how you move together forward a step.

Sarah Nicastro: Yeah, I mean, to me, when you talk about some of the things we talked about first, so moving toward more self-service, a digital experience, the appreciation or expectation of insights and expertise. These things lend themselves very well to and as a service model. I mean, it's really what I see is companies that start introducing some of the transformation, and they're doing so though on their existing business model and then running into some challenges. Well, we've introduced more self-service capabilities, but our customers don't want to pay for it. And that's because their customers are paying for them to be on site. They're compensated for hours of service, not for uptime or outcome. And this is where we get into to a little bit of challenges.

And I think ultimately your point is a good point, which is the trend is toward that consumption model, that as a service model. And so as we see that become more and more of a reality, it gives the organization providing the products and or services the capability to innovate more on service delivery and cost of service without it affecting the way they recognize revenue from their customer base. So, I think there's some areas of this transformation where we're almost getting ahead of ourselves in terms of wanting or achieving the capabilities without recognizing the impact on more of the business transformation, not the actual service transformation, if that makes sense? And so let's talk a little bit then, Norbert about how these trends change some of HPE's structure and route to market. So, your point also about, this isn't an all or nothing approach. It isn't all CapEx, it isn't all OPEX, it can be a hybrid. So, how does that impact the way that you structure the organization, the way you go to market with your customers, et cetera?

Norbert Schöfberger: Right, and that's exactly the point. It's nothing that you do depending on the size of your company. So we are still some 60,000 people in the field, and this is nothing that you do within one quarter, or not even within two quarters. It's a mental model shift that you need to do and that you need to facilitate how to discuss and talk about outcomes. So it's a multi-year sales transformation that you have to do. And this is one you decide to going to go there, not just for us, also for our customers and specifically for our business partners. Because together with our business partners on the go-to market, this is so important that we're going to stay aligned here and that we're going to have a detailed understanding and each and everyone's specialties and how to move forward that we're going to align this.

But I think the future sales force should be absolutely driving outcome-based discussions and selling. Because it is something, not a lot of customers in the future will just buy a product from you because it's the nice and fancy and the most features and specs and whatever you have around in there. The customers are interested in outcome, and this leads to how do you manage workloads? How can they manage workloads efficiently, cost effective, et cetera, going forward? And therefore it is something what you need to understand from a sales perspective and go-to market that services-led experience is a continuum across the entire IT environment. And it's regardless what your environment is in the data center today, you need to start at a point and say, "Take a decision, what do I keep as CapEx, where going to go to OPEX."

And then you're going to have this famous land and adopt, expand, and renew. And this entire process is something that customers are walking through the transformation the same like we do with our sales community and our structure as a company, because it's a different way than you just have R&D creating excellent high tech products, then you're going to build a perfect supply chain. Then you're going to do it and you're going to configure it, you're going to order it and you're going to deploy it and you're going to build it. That's a different approach.

Sarah Nicastro: And I mean, ultimately it requires completely different skills from a sales perspective, right?

Norbert Schöfberger: Absolutely. Absolutely. And that's the point when you say maybe 15, 20 years ago, the best sales folks have been the ones who had a very detailed, technical understanding on the equipment product, how a data center is built, how is the IT foundation working that you walk through the layers? What do you need to look in? And this is shifting more and more because the discussion between a customer and the vendor is less about bits and bites and specs and features. It gets more about, "Hey, what is the value add you provide to my business or to my customer's business and make my life easier with the solution that you are offering to me?" And that's a different discussion you have to facilitate with a different knowledge. You need to have more detailed knowledge on the specific industry the customer is working at to understand the market conditions and the customer's customer environment.

And then you can tackle the right discussion, how this leads to a solution that best fits the customer's needs. And it's by no means set that everything or for everything the right answer and best answer is consumption. It could be that a customer has an environment, they say, "Hey, I still, I'm still very happy on having a product that I buy with wrapped perfect services around it on a CapEx environment. And I'm going to leverage this, whatever four years, five years, I'm going to do it. And then I'm going to go into the next cycle." Or it is something that you're going to say, "Okay, I have my equipment that is aging. I'm going to do just a tech refresh and do the staffing services, or I'm going to just continue to leverage." But we have customers out there who are leveraging the products already since seven, eight years, because it is working.

The application is not demanding on me what is running there for whatever internal compliance reasons they need to have this, so they are just renewing the services contract that they make sure everything is wrapped in the right services level, that they can operate internally and with their customers. Or ultimately it's the third option then that the customer says, "Hey, I understand where the world is moving in here. I want to join this train. And we're going to move the certain environment to a consumption model." And therefore, so for us at HPE, it's the GreenLake offering that we have out, and with all the workloads that we're going to manage through this, I'm going to go to the GreenLake platform and can I move this forward?

Sarah Nicastro: Yeah, I just wanted to come back to two points. When we talk about what the changes are from a sales perspective. One other point is, and let me know if this is accurate for HPE, but for a lot of organizations it's not only a change in approach, required knowledge, and ability to communicate and build relationships. It's also often a change in who you're selling to within your customer base, right?

Norbert Schöfberger: Absolutely, absolutely.

Sarah Nicastro: So that's another thing to be aware of and to prepare for. Because if you go in with this great message of this outcomes approach and it's to the person that you've just had sign off on purchasing products, they may not be receptive. And that doesn't necessarily mean it isn't a business fit, it could just be that it's not the right person.

Norbert Schöfberger: Yeah. No, absolutely, agree a 100% with this, Sarah. So it's because if you come with a strong legacy in the data center, usually you've been talking to the data center manager, maybe to the CIO in there. By the way, the role of the CIO is also changing with the way forward that we're going to have here, but that's a different topic. And if you stick to go to your old context that you have since years, then you potentially have an issue be if you show up with a different, so you need to try to find the language of the business of the customer and this understanding, and then you can land the proposition that you're going to have in there.

Sarah Nicastro: The other point I wanted to bring up is that as those relationships evolve and change and you're having more of an outcomes-based conversation, you mentioned the fact that this isn't just about going in and having a look, a perspective, a knowledge on the HPE part of the ecosystem, it's really looking at it as a whole. And I just want to say, for a company that has a legacy, this is a really important point of when you go into those environments, those conversations, that is how you look at what value you can expand to delivering. And so don't get stuck in the, "Oh, well, we don't do that. That isn't part of our offering. We can't help with this." Listen to what it is they need at the highest level of what the outcomes are, and be willing to get creative on having conversations internally of, "Well, we keep hearing this need, we maybe don't solve that directly now, but what should we be thinking about?" That's where the innovation comes from is being willing to step outside of the role you've historically played and think about the role you can play going forward.

Norbert Schöfberger: Right, absolutely. And this is also, I don't think there is any company out there that can deliver everything that a customer needs. So this is where, from our perspective our partner ecosystem is so important that you have this as a company and the vendor, because this is complimentary. And regardless if you talk about the partner programs that are out there from a services perspective and how to tie things together, or to glue this together, that the customer really gets what they want. You need to have complimentary maybe services here, or a piece of a product there to make the end-to-end solution that best fits for the customer's needs. And I think this is very important also the way going forward.

Sarah Nicastro: Yeah, that makes sense. So, what is the focus at HPE on driving the go-to market acceleration going forward?

Norbert Schöfberger: So, I think the focus is that we clearly identify and see on the three options I mentioned in there. So is it you're going to keep what you have, you're going to just renew the service contract, install base? Classical selling in there. Is it a technology refresh when customer just wants to bring in fresh technology or going to move to consumption? And with this motion going forward in combination with our partners together, I think the go-to market push that we are going to leverage, first of all, on a very large installed base that is out there. Luckily with great market shares around the globe that we're going to have, this sets us up perfectly on the future and on the way going forward.

The trick here is on a go-to market like we touched that we're going to develop and evolve from a type of how we're going to sell and whom are we going to talk to with the customers? Where are the next sets of best partners for the future strategy this is going forward? How do we walk this story together with our existing, great partners that we're going to have in there? And how do we evolve with our own sales force that we're going to move into the workload outcome-based discussion and accompany the customers with their transformation, regardless on what level or maturity level they are currently on the way to digitalization?

Sarah Nicastro: So, is it fair to say that the go-to market is to meet any of those three needs-

Norbert Schöfberger: Yes.

Sarah Nicastro: But there is a focus, as we talked about the shift to outcomes takes years. So, while there's still those three paths, there is also a focus on shifting to the outcomes approach in terms of focus or prioritization, or just continuing that internal mindset shift, skill building, et cetera?

Norbert Schöfberger: Yes, absolutely. And this is so, when you ask on the go-to market and how to drive there, we already have, as of today, our CEO stated already couple of years ago that by '22 we will have all of our services that we're going to offer ready in a consumption model. So we are currently in a, I could call it a hybrid phase, is it CapEx or OPEX? And it's the best solution for the customer that we need to propose, also from a go to market perspective. And this hybrid model will, from my personal perspective, move towards a consumption model going forward. So the legacy and the CapEx, also my personal opinion, will never a 100% disappear. They will always be product business, but the portion of the consumption business going forward will increase.

Sarah Nicastro: Yeah, okay. That makes sense. All right, so we talked quite a bit about this, but if there's anything we didn't touch on, is there anything we didn't discuss when we think about what it takes to be successful selling service in today's landscape?

Norbert Schöfberger: Yeah, I think there is maybe one point to add this, that you need to look at it from a customer perspective that service is kind of a function that is very essential to an organization, that it engages with customers at every step of their journey. And if you're going to look at this from a vendor perspective, you would say, "Hey, it starts with pre-sales, during the sales position, past sales afterwards, this is sometime forgotten. Because in the past you showed up every three years, four years, and you're going to did some deal done tick in a box. And therefore the infrastructure sale at the beginning, if you're going to go this way, it's just the beginning and not the end. And then you need to elaborate particular during the sales process and with the post-sales environment that you're going to cover all the needs that are around the customers. This is just, and then the story gets complete then.

Sarah Nicastro: Yeah, that makes sense. So, we talked quite a bit about what has changed. If you were to try and give your predictions for what things will look like, if not at HPE specifically, in this sort of ecosystem 10 years from now? Where do you think we'll be?

Norbert Schöfberger: Well, if we would notice, we in the famous crystal ball, maybe in there, but it's a gut feeling, I would say. So everything in the future, I think it's proactive, preventive remediation. It will be kind of the gold standard of support that you can do. Leveraging all around machine-to-machine connectivity in combination with AI. And therefore meaning less physical interaction on the traditional service environments and moving close to a 100% to digitized and personalized, customized for the customers. That would be in a nutshell where I would see potentially in a couple of years, is it 10 years? I'm not exactly right in there, but this is where we're going to.

Sarah Nicastro: Yeah, and I think when we talked at the beginning about new sources of value and the digitalization, the personalization, that sort of seamlessness and peace of mind that customers want, those things sound very simple. They sound very simple, very straightforward, and they are things that everyone is talking about. And the problem with that is, they're not simple to execute. And this is why when I say, where are we headed? Five years, 10 years, whatever. We're not really talking about anything different, at least based on what we know right now. We're not talking about, "A meteor will hit and this will happen and the whole game will change."

It's really taking the time to execute on those mindset shifts, the skill building that needs to take place, the customer journey, all of those things that will inch this to where we see that increase in consumption, increase in as a service, because it will become, I think, the standard approach, because we will as an industry master the things that it takes. Right now some people would argue, "Oh, we've been talking about this for however long." Yes, but there are foundational business shifts that take time to see come to fruition. So, as someone that's been covering this space a long time, I hate it when people ask me for predictions. But I also say, "Look, don't spend your energy trying to think about what is the next big thing. Spend your energy getting good at the things we're talking about right now." Because there's still a lot of work to be done, right?

Norbert Schöfberger: And I'm a 100% with you, Sarah, and maybe some easy examples. So we've all been through difficult times the last two and a half years. And I remember at the very beginning we've not been able to enter onsite customer data center due to the regulations, and you've not been allowed to. So all the customers who have already been further advanced in this journey, they benefited from the digital and remote environment. Just as a simple example in there.

Or secondly, I remember customers that told us for years, "Things like remote access and home office is impossible. This will never happen in there." Hey, these guys called me a couple of days after this thing started two and a half years ago. "Hey, what can we do? I need this now." So maybe sometimes it needs, even if it's difficult, some events are going to reopen thinking and get unblindfolded to kind of move things forward. And this is why exactly what you say. It's so difficult to predict what will be around in 10 years or in five years, because we don't know what, and if we just master what is around today and what the visionaries today say, that will be good to do, I would really support and suggest that everyone takes a deep look in there, because things are moving pretty fast and quick. And at the end of the day, it just makes lives easier.

Sarah Nicastro: Yeah, for sure. Okay, Norbert. So, you came into sort of the service part of this world five years ago. And I'm curious if you can share, what has been your biggest lesson learned as someone leading service now for the last five years?

Norbert Schöfberger: Yeah, so I think one of the biggest things is that selling services requires a different mindset and skillset. It is, there are comparisons out there say, "Hey, if you sell a product, you sell a solution. If you sell a service you sell a vision." And this is something in the discussions with the customers and the changes we see, particularly in the services area as five years ago, I mean, consumption just started in the professional business environment, at least in there. And with the hockey stick we saw till today, this would be the biggest change that I see what we need to adopt to. And there is no end yet in line of sight when this will be over.

Sarah Nicastro: Yeah. Well, that's good because it makes things exciting, right?

Norbert Schöfberger: Absolutely.

Sarah Nicastro: There's a lot of work to do. There's a lot of change yet to be realized, and certainly a lot of potential. So, thank you, Norbert for coming and sharing, I appreciate it.

Norbert Schöfberger: Thank you very much for having me, Sarah.

Sarah Nicastro: Yeah, it was fun. You can find more by visiting us at futureoffieldservice.com. You can also find us on LinkedIn, as well as Twitter, @TheFutureOfFS. The Future of Field Service podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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September 20, 2022 | 21 Mins Read

6 Ways to Address Employee Burnout

September 20, 2022 | 21 Mins Read

6 Ways to Address Employee Burnout

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Sarah welcomes Darcy Gruttadaro, Director of the Center for Workplace Mental Health, part of the APA Foundation, for a discussion around the tie between burnout and mental health and for tangible tips on how to address employee burnout. 

Sarah Nicastro: Welcome to the Future of Field Service Podcast. I'm your host, Sarah Nicastro. Today we're going to be talking about a very, very important topic, avoiding and addressing employee burnout. I'm thrilled to be joined today by Darcy Gruttadaro, who is the director at the Center for Workplace Mental Health, which is part of the APA Foundation. Darcy, welcome to the Future of Field Service Podcast.

Darcy Gruttadaro: Thank you Sarah. It's a pleasure to be here.

Sarah Nicastro: I'm so happy to have you. So before we get into today's topic, why don't you tell folks a little bit about yourself, what the Center for Workplace Mental Health is all about and also what the APA Foundation is. So for anyone that isn't familiar, tell them a bit about the organizations and then your expertise.

Darcy Gruttadaro: Sure. Happy to do that. So the APA Foundation is a foundation that has a philanthropic and programmatic focus. And what we like to say is we are creating a mentally healthy nation where you live, learn, work, worship and play.

So we have workplace mental health initiatives, school-based initiatives, criminal justice reform initiatives, a faith-based community initiative. We focus on schools and really broad community anti-stigma work.

As far as my background, so I've been at the Center for Workplace Mental Health for five years. Before that, I spent 17 years at NAMI, the National Alliance on Mental Illness, and I worked primarily on policy and programmatic issues there.

I also have a family connection to mental health issues, which is really what led me into this field. I was a lawyer practicing litigator and I got very interested in policy work when it came to mental health and wellbeing, so here I am.

Sarah Nicastro: And you made a big change. That's awesome. Good. So I'm happy to have you. I shared with you when we were planning for this episode, Darcy, that I try to weave mental health conversations into our content quite regularly.

So I myself have my own challenges when it comes to anxiety and things like that and so I have a personal connection to the content, but I also see in the audience we have, the industries that we reach, this isn't a topic that has been widely discussed for very long and in some pockets still isn't, right?

But you have people that are struggling and need this to be a more regular conversation in the workplace and they need better support and they need that destigmatization that you mentioned. So that's why it's really important for me to make sure that mental health is a through line of the conversations we have here.

So today we're going to talk specifically about some advice you have around burnout, but before we do that, let's talk a little bit just about mental health in general. So how did you see the impact of the pandemic? So how would you say things related to this conversation have changed over the last two or three years?

Darcy Gruttadaro: Yeah, great question. I mean, let's face it, we really have been through a really challenging time, but let's just start with the idea that we all have mental health and mental health exists along a continuum. So our mental health may be in a really solid healthy place even if we live with a mental health condition like anxiety, depression or another one.

Or it may be slipping and it may be that it's really not doing well at all. So mental health exists along a continuum. We have what I like to describe as a trifecta. So we had the global pandemic which disrupted our lives tremendously, at work, in the community, if we have children at school, caring for loved ones.

It was a really difficult change and came very quickly and sort of got dropped into our lives. We also have had a lot of political and racial tension over the last couple of years. A lot of political change, a lot of political winds blowing. And then finally we have an economy that's really uncertain.

We're hearing inflation, recession, we're solid, we're good, we're stable. So this can all lead to a tremendous amount of uncertainty in our lives. We as human beings don't do great with uncertainty. We like certainty, we like things to go well. So we've been under a lot of stress, a lot of strain and it's taken its toll.

And we know the Centers for Disease Control and Prevention has been collecting data since March, 2020 in a weekly pulse data, a pulse survey rather. And what we know is that we've had a tripling and quadrupling of people experiencing anxiety and symptoms of those conditions across industries.

So whether you're in a service industry, you're a frontline healthcare clinician, you work in a restaurant, we are all experiencing symptoms of anxiety and depression at very high rates.

Sarah Nicastro: Yeah. So do you feel like... There's been a huge strain, right, on humanity as a result of everything you mentioned that we've encountered over the last few years. And that's kind of the challenge that we need to grapple with. If you maybe try and look for a bright side, okay.

Do you think that the collective stress we've all had to deal with over the last few years, has it opened eyes to the need to talk more about mental health in the workplace? Have you seen a change in people's openness to having dialogue, people's willingness to make changes in the workplace to be more accommodating?

Darcy Gruttadaro: 100%, yes. We are seeing mental health taking center stage. There is a recognition that we've been through a lot and our mental health has taken a hit as a result of that. And so the silver lining is mental health has existed in the shadows for too long.

And really there are myths and stereotypes that persist around mental health, that it's this dark scary condition that makes people act in ways that any of us would be sort of ashamed of in a sense, but that's all changing because more and more people are being upfront about the fact that they're feeling anxious, depressed, they're struggling with the substance use issue.

The more people talk about it, the more others are willing to come out and say, you're not alone. I'm experiencing this too. We know from surveys that younger generations are more comfortable talking about this. They have an expectation that the workplace will address these issues.

They're looking for it when they're making decisions about careers and where they want to work. So it is a positive development that mental health is coming out of the shadows and into the light. It needs to, because what we know is when you get treatment and connected with support and services, you can do quite well.

Sarah Nicastro: Yeah. Now how would you describe, based on where we are today, how would you describe the criticality of companies becoming more adept at managing mental health and providing employees support?

So there's been maybe less hesitant or resistant or reluctance, right, to do so, but I'm sure you also see a continuum, and that could be based on a variety of factors, location or industry of companies that are really advanced and doing wonderful things and companies that are lagging.

So what would you say overall in why and how it's so, so important for companies all around location, in a variety of industries to really grasp the need to put in work here?

Darcy Gruttadaro: Yes. So what we know is that people living with mental health conditions exist along the continuum from frontline healthcare workers to the C-suite. So having a mental health condition does not limit your ability to perform at an exceptionally high level.

And right now employers are really looking for high performing individuals in the service industry, in the tech industry, in the finance industry. And they know that people who are high performers may have mental health conditions. So they recognize... And the other thing is we have very low unemployment.

There's a real focus within organizations on retaining their high performers. So they want to make sure, given that we know high performers can live with mental health conditions, they want to make sure we have the right services and supports.

People have been through a lot, and even if we hadn't been through a lot, the expectations are growing that organizations will provide mental health services and supports. That it will be visible, that it will be talked about. They are really looking for that. So it's a retention issue. The other thing is it's an engagement issue.

If you're an employee in an organization that shows they care about you, not just your physical health, but your mental health too, you're going to walk into that business every day, or get ready to go wherever you're going in the field and you will feel much better about the fact that your organization cares about you. And in turn, you will be a high performer whether you live with a condition or not.

Sarah Nicastro: Right. Yeah. I think the points you brought up about engagement and retention are very, very important points for our audience, especially because I talk a lot about the fact that I think a lot of folks within our audience are amid a bit of a reckoning with employee engagement, because we as an industry have been so incredibly focused on customer experience that we've maybe overlooked a bit the experience of our employees and how engaged are they and how supported are they in all areas, right.

And then when you layer on the impact of the pandemic and all of that stress, there's a real recognition, I think right now to your point of, okay, this is real. We need to do something different. We need to make sure that our employees are supported and engaged so that they don't burn out, so that we can retain them because there is a shortage of talent.

And then as we bring new talent on, what is their expectation of what we can offer in this area? So I think those things are all incredibly valid. I wanted to ask, before we talk about the six ways to deal with burnout, I wanted to ask about if you think about service and some of the industries that we reach, what do you think are the biggest stigmas or misunderstandings that kind of persist?

Darcy Gruttadaro: Well, certainly stigma is associated with mental health conditions in many industries. I think industries that tend to be male dominated, that tend to have people who work out in the field, there can be perceptions that you should be tough. Just stick it out, suck it up.

Male dominated industries tend to have this tendency to really want to send the message that they're strong and they're tough and that somehow mental health can be linked with weakness. And when in fact we know, I mean, look at the professional athletes who have now come out and been very open about the fact that they experience anxiety, depression, substance use.

So we know some of the toughest athletes in this country at the highest levels are experiencing these conditions. So it's not a matter of toughness, but we still all have to work at breaking down some of those stereotypes and breaking down the stigma. And the best way to break down stigma is for people to share a personal connection.

So there's a real opportunity, but we have to chip away. It's not like we're going to wake up one day in stigma will be gone. We all have some responsibility, like we're doing here, to have conversations about it and to say it's not a matter of weakness. It could be really a matter of strength to seek help when you need it.

Sarah Nicastro: Yeah. And it's a really good point. I don't have any statistics off the top of my head, but I know that you hear stories of rates of real challenges and even suicide among men because they feel that elevated need to keep it in and struggle in silence.

And so this is an industry that's working hard to bring more women and all sorts of folks in and improve diversity, but it is still male dominated.

So that's a really good point to bring up that we need to be particularly sensitive to the fact that we don't want to reinforce, even subconsciously, that narrative of toughen up and suck it up. We want to make sure our teams know it's okay to say that they're having a hard time in whatever way that might be. Okay.

Darcy Gruttadaro: Yeah, I mean, I have to say I'm very impressed with construction and the field service industry, and really you all are doing important work around breaking down these stereotypes and that is what it takes.

Sarah Nicastro: Yeah, yeah. And to your point, there's no magic wand to make it go away, it's about having conversations like this, having conversations one-on-one.

This conversation blends over a lot into conversations about leadership because there's also this outdated or this misperception among leaders that feel they can't share or be vulnerable because it detracts from their position of authority, right.

And so we know throughout the last few years that I think leaders are moving toward a different model where they are more vulnerable and they see that as a strength, not a weakness.

And so when you can learn how to share appropriately and be open to the conversation, that encourages your employees to be willing to talk. So lead by example, right?

Darcy Gruttadaro: Yes.

Sarah Nicastro: Okay. So let's dig into the six ways that organizations can address burnout.

Darcy Gruttadaro: Sure. And let me just say, I think when people think of burnout they think individuals should just get over it. More exercise, more sleep, better diet, don't take stress so seriously, when in reality what the research shows is that, yes, we have individual responsibility when it comes to burnout, but there's a huge amount of responsibility that comes from organizational change, operational change.

There's been excellent research done on this by Dr. Christina Maslach and what she has shown is there are six factors, as you said. One is workload. Now workload can be difficult when we have people leaving the workplace because other people have to pick up the slack.

But what we want to do as leaders is make sure we're keeping track of whether people have a reasonable workload. Sometimes it'll be a little higher than usual, but then other times, make sure you're bringing it down to about where it should be. That's really important.

Two is autonomy and control. Do people have the chance to make some decisions about their day, about their work? And again, we all have key performance indicators. We all have goals that we need to reach. So it can be a small decision that people feel like they can make, but people want to have some control over their work day.

So autonomy and control is important. Three is sense of community. Let's face that we spend most of our waking hours at work. Do people feel that sense of community at work so that when they go to work in the morning, they feel like, oh, I really feel like I belong to this organization? Now that can be true in the field too.

You have to create with field work some opportunities for people to feel like they have that sense of a group, of a community. And the way you do that is you plan social activities, you find ways for people to form groups around topics they care about, to share information, employee resource groups.

The fourth thing is reward and recognition. And this is not per se huge awards and big monetary awards. This is just managers recognizing people want to be told, job well done, thank you for your work, it means a lot.

Really just taking those moments in our busy day when we're all doing more than we should be at work to say, I appreciate you and I see you and I want to recognize you, either in front of your peers or not, but you're being recognized for your good work. Four is that sense of, five rather is the sense of fairness.

So are people being treated fairly? If there are favorites, that's not going to sit well with others, really. And we're human beings. I mean, managers may have a slight favorite, but it's recognizing that has an impact. So try to create a situation in which everyone feels fairness somewhat evenly.

And then six is valued. People want to feel purpose and value in their work. So for leaders and managers, remember to share with people when they're out in the field how important their work is to the bottom line of the organization.

Because if people feel valued and feel like there's a purpose in them going out into the field and they're going out into the field every day, that they're making a difference for the bottom line of the organization and they're bringing value to what the organization can achieve, if they feel that sense of purpose and value, they're going to be much more likely to say, I can do this.

Even when it's hard, even when workload goes high, I understand that I'm important to this organization because I've been reminded of that by my manager, by my leader and others. So those are the six areas, and it's not rocket science, Sarah.

And it's not a massive investment. This is recognizing human nature and not feeling like, oh brother, I have to pat people on the back. You do need to remind them they're appreciated and reward them when the time is right.

And because we know 4 million people left their jobs during the pandemic, we are in a very competitive work environment and people have choice. So you want to be the place people want to go to and be part of every day.

Sarah Nicastro: And when you're in a service business, right, you're relying often on those people to be the face of your brand. Right. So you need to have them be in a place where they are engaged and feel valued and are committed to that experience. Otherwise, you're not only facing the realities of the talent situation, but you're also risking that customer experience that is really important.

Those are really good points. And I think it's funny that you say it's not rocket science. I feel like so many of the things that we talk about here fall into that category in the sense of it isn't some mysterious or incredibly challenging thing that gets overlooked, it's the simple things.

It's the simple things that have an incredible impact that are where companies make missteps that really take them off course. So I think it's great to have those six sort of tangible areas of focus. One of the things I wanted to ask about, Darcy, is what advice would you give around, I guess being programmatic versus being personal? Okay.

And the reason I say that is there's a gentleman named Jordan. He works for a company called QIAGEN, and he is in Australia. He was on the podcast quite a while ago and we talked about mental health and he's a field service leader and he was sharing specifically some of the things that he's done.

And his point was, the biggest impact he's seen is around just making the topic a very regular part of every conversation and how he's incorporated that into meetings, how he's incorporated into his one-on-one dialogue with his team, et cetera.

And so I think both ends of that spectrum, coming up with something programmatic, we know that what we measure gets attention. What we focus on as an organization in an organized way will get the focus it deserves and this is certainly something that deserves focus.

At the same time, sometimes with I guess topics like this that are a little bit more on the human side, right. So mental health or diversity, you run into people doing it to check a box instead of doing it because they have that personal connection or they authentically care.

So what advice can you give people on how to balance creating effective programs that will help you achieve results at scale, in progress related to mental health, but also balancing that with authenticity and genuine connection in a way that matters to individuals?

Darcy Gruttadaro: Yeah. I mean, people know when it's authentic. So the check-the-box approach does not work well. So if you do one training and say, we did a mental health training, we are good, that is not going to make a big change for your organization. And leadership sets the culture.

So the more leadership is visible in talking about mental health, the more it's happening at a leadership level and operational and managerial level. And I agree 100% with Jordan that people really appreciate when you make it a part of the culture because it's something that gets incorporated into conversations, into check-ins, into health fairs, into annual performance evaluations.

You really have to make it real and it's worth the investment to do that. And the other thing is, I think it's really important to recognize we all get busy and sometimes we forget. So creating as a leader within an organization or a manager or supervisor or an employee, just those simple reminders around I'm part of the culture, I need to be real about making it a mentally healthy culture.

I can do that by complimenting my colleagues, in giving we receive when it comes to kindness. And also recognizing the six factors and maybe keeping them posted somewhere where you won't forget that reward and recognition matter, that autonomy and control matter, just because we all forget, we get busy.

And let me say one thing about burnout. Burnout became an issue of major concern in 2019 when the World Health Organization announced a new definition. It is not a product of COVID-19. So it's important to know that because we were already heading into concerns with occupational burnout and that has obviously been intensified.

So all the more reason to make it programmatic, as Jordan said, to make it part of the culture, for it to be visible in multiple ways with authenticity because that's when people will believe it and feel psychologically safe getting the help they need when they need it.

Sarah Nicastro: I think too, that's a really good point, that this topic did not become important because of COVID, right. It simply maybe helped surface the criticality of getting a better handle on it, right. And so that also means that for anyone that thinks, well, COVID is over and we don't need to worry about that anymore.

Let's just go back to grinding it out and high pressure and we don't need to do X, Y or Z anymore. You couldn't be more wrong, right. This is something that needs to be part of the culture from this point forward.

I think going back to the point you made earlier too, almost every organization that I talk with is kind of grappling with what will their recruiting and hiring plans look like for the next 1, 3, 5 years, right.

And so to your point about the younger generations and their expectations around this topic, that's something else we need to be thinking about. Is there anything on that point specifically that you would point out that the younger folks in the workforce expect? Anything companies are doing that you think is particularly appealing or impactful for them?

Darcy Gruttadaro: Yeah. Again, it gets back to the simple notion of make sure mental health is visible in a programmatic way, in how you talk about your organization. I mean, in the recruiting process you can say mental health and wellbeing matter to this organization.

Here's how we are addressing it. Here's what we have to offer as an organization. And work is work, so let's be real. I mean, we all have work to get done, but it's how we do our work and it's how we treat each other and it's how our workday goes.

I mean, one simple piece of advice is for managers and leaders to ask themselves, is this an organization that I feel good about being part of on a daily basis?

And if it's not, what minor changes can we make to make it more so? And even think about surveying your employees because they have really good ideas. Believe it or not, it's often not about a lot of frivolity that'll cost a lot of money.

It's sometimes just simple policy changes that are very workable that can make all the difference in the world. And this all hits the bottom line when it comes to retention and recruitment and really meeting the organizational goals.

Sarah Nicastro: Yeah. Yeah, I think there's an era of leadership or culture where it was all around trying to ring every last ounce of productivity out of every employee. Right.

And I think just really genuinely understanding and believing that that model doesn't work as well as giving them more support, encouragement, recognition, making them feel connected and how that pays dividends in terms of not only retention but just output. Right.

I mean, people will work harder if they feel supported and can genuinely be invested in what they're doing than if you're just ruling with an iron fist, right. So I think that that's really important. Go ahead.

Darcy Gruttadaro: Yeah, I was just going to say, you made such a great point earlier that I just want to amplify and I will use again, that when people are in the field, they are representing the brand of the organization.

And the more they feel good about what they're doing because they're being treated well and they're in a culture that cares about them, the more they're going to project a positive image for the brand, which really matters at the end of the day with the competitive marketplaces we all work in.

Sarah Nicastro: For sure. And I also like the point you made about most of the time making really positive changes does not require a huge budget or investment, right. So I want those listening to understand that this isn't something you should procrastinate because finances are tough and we don't have budget for another program, right.

Some of the things we're talking about, I think some of the things that matter most are the personal aspects, the person to person aspects that don't cost anything. So I would urge everyone to go back to those six points and think about what is realistic for us to start doing today to improve because it doesn't have to cost a bunch of money.

I know there's a gentleman that's spent on the podcast, Gyner Ozgul, he's the CEO of SmartCare. And throughout the pandemic, he made it a point, he had a goal, I think it was 2, 3, 4, something like that, but he would call a field technician through FaceTime and he would do so many a week just to say, "Hey, how are you doing?"

And people just overlook the impact that has and it's just a commitment of a 10 minute phone call, right, and it can make a huge difference. All right. Darcy, any other thoughts, comments, words of wisdom for everyone?

Darcy Gruttadaro: No, I think it's just important to remember that the workplace is what we make it and that all of us have a contribution to make in creating a caring culture. Whether you are brand new to the organization and at an entry level or you are at a C-level, you can make a difference.

And it really is about caring for each other and asking, "Are you okay? You don't seem like yourself. I'm just checking in to make sure everything's good." And the more we do that, the more we create that caring culture that people want to be part of. So every little bit counts.

Sarah Nicastro: Yes, absolutely. Can you tell folks, so if they wanted to learn more about what the Center for Workplace Mental Health does, resources, et cetera, where can they find that information?

Darcy Gruttadaro: Yes. We make it easy, it's workplace mental health.org. And actually on our website under employer resources, we have a free fairly new infographic on burnout that has the six factors with an explanation of each and some strategies on how to incorporate them into your operational level of your organization. So I would say, take a look at that and we have lots of free resources on our website.

Sarah Nicastro: Excellent.

Darcy Gruttadaro: So that's the best way to reach out.

Sarah Nicastro: Okay. I'll make sure we link that infographic in the show notes for the podcast and give people a chance to come and check out some of the free resources you offer. Thank you so much, Darcy, for joining me today and having this conversation. I really appreciate it.

Darcy Gruttadaro: Such a pleasure. Thank you for having me, and thanks for your great work.Sarah Nicastro: Thank you. You can find more by visiting us at futureoffieldservice.com. You can also find us on LinkedIn as well as Twitter @TheFutureOfFS. The Future Field Service Podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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September 14, 2022 | 22 Mins Read

Advice to Drive Service Transformation Success

September 14, 2022 | 22 Mins Read

Advice to Drive Service Transformation Success

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Sarah talks with Berit Hallgren, Program Director at Tetra Pak, about lessons learned in her 30+ year career with the company on what it takes to achieve the strategic alignment, prioritization, and change management that contribute to a successful service transformation. This conversation is from the Stockholm Live Tour event. 

Sarah Nicastro: Let's go ahead and get started. So, I'm going to welcome next Berit Hallgren from Tetra Pak. Berit, come on up. Hi. Thank you for being here.

Berit Hallgren: Thank you for having me here.

Sarah Nicastro: Okay. All right. So, what we're going to do is take another look at service transformation, and so have another perspective on what it takes to achieve success. So, Berit, you have now the advantage of having heard some of the other speakers. So, you can build off, of some of the points that have been made, so that'll be great. So, go ahead and tell folks a bit about yourself, your role, and what service means to Tetra Pak.

Berit Hallgren: Yeah. Thank you, Sarah. So, hi everyone. I'm Berit Hallgren and I play many roles in life as all of you do and I think I've got the toughest part after lunch because that's the part when people tend to fall asleep, right?

Sarah Nicastro: No sleeping allowed. I will be monitoring. I'm going to be calling you out, so just stay awake.

Berit Hallgren: First of all, I'm happily married. I have three grown up kids, so that's one of the roles in life I play and then I'm also part of Tetra Pak. So, I'm employed by Tetra Pak since actually 30 years back so it's a long time. Always been based in Sweden and basically always been working internationally. Tetra Pak is an international company, doesn't mean that you work internationally, but I've always done and mainly within the service business.

So, I have approximately 10 years in administration. So, I'm not an engineer, maybe that's something good for Tetra Pak as well but we don't only have engineers. And then approximately 10 years in project management and five years in line management. So, I'm part of our service business and right now I'm driving a major transformation within services. So, we are transforming our way of working basically going digital.

So, it's a bit of digital transformation. That digital transformation has actually started some backwards, 2014, '15 with small steps. Thinking about what Dan said earlier this morning and now we started the real transformation in 2020, basically when we set our new strategy. So, I'm leading that initiative which actually consists of seven different projects. Where field service management is one of them.

Sarah Nicastro: And you just took a new role not long ago, right?

Berit Hallgren: Yeah.

Sarah Nicastro: So, leading the team that is overseeing the operational excellence of the transformation, am I understanding that correctly?

Berit Hallgren: Yeah, absolutely. So, we are in a matrix organization when it comes to driving this transformation. So, we have clear business owners for the areas that we want to transform. So, I'm responsible for delivering the transformation business case basically because, of course, if the company invests, they want some payback and some return as well.

And also responsible for securing that we deliver the solutions in the end, but I'm working closely with my peers who are the business owners. So, they decide the what in the end and then together we deliver the transformation. So, I'm responsible for the business case and they are responsible for the what, and together we make sure the transformation happens.

Sarah Nicastro: Okay. So, can you describe the current transformation project at a high level? So, what are the primary objectives and where are you at in the process? So, you said a new strategy was set in 2020.

Berit Hallgren: So, new strategy was set in 2020 in the whole of the company. When we set a new strategy, we normally work with partners. So, together with the partners, they find the opportunity in services. We can really do things differently moving forward and we have been... As many of you guys as well, service was a call center, many years back and we started our service becoming a business around 2000. So, we've been on that road for 20 years, approximately. So, through the strategy work the high-level opportunity was defined. And at the same time, that was a VP in services assigned to actually own this transformation. And I was assigned to drive the transformation.

So, the first thing we did, we did an analysis. So, I actually brought together a team with finance, HR, market experience, service experience, and project management experience. I had myself. So, we did an analysis of a little bit of more detailed analysis to understand what are really the areas that we need to transform and how do we make that happen?

So, basically the objective, we came out through that analysis. We decided that we can, and we will enable more growth of the service business. We need to lower down the cost to serve our customers. And then we need to simplify and improve both the customer experience, but also the employee experience. And I think the employee experience is a really important part here, the others as well, of course, because our field service guys and women, not so many, but a few, they are actually the voice at our customer sites. So, they are the ambassador so it's really important to have them on the journey.

So, with these four objectives, we also identified, we have four levers basically. So, we are working in the remote services area and connecting our equipment so that's one lever. The second lever is field service management. So, how can we automate that as much as possible? And then we have the competence development of our customers and our people, and finally the future workforce, how does it look like and the employee experiences as well.

Sarah Nicastro: So, based on everything we've talked about already today, the fact that you're owning this transformation, I mean, that's a pretty tall task to sign up for.

Berit Hallgren: Yes, it is.

Sarah Nicastro: And what makes you excited about the role you can play in Tetra Pak's transformation journey?

Berit Hallgren: Yeah. What makes me excited is that we have a clear vision where we want to go, but we need to do that in a step wise journey. And thinking about the customer, always putting the customer first and putting the employees first as well. That's really what excites me and what we can bring to our customers and to our employees and also to the company with this whole transformation and the new opportunities it actually brings for the future.

So, I was reflecting quite a lot this morning when Dan was talking about the digital transformation versus the innovation. And I think as many others, we also went wrong little bit in 10 years back. So, it was all about HoloLens and all this cool stuff, the cool technology, but what will you do with the cool technology, if the backend isn't working and all the other things are not in place.

And that's exactly what happened with us as well. So, now it's really, I mean, the transformation we're doing now is really to put the backend in place and getting the foundation in place for the future and then we can build on that. And that's really, what's what excites me to be part of this journey because we've been on it for many years already and trying bits and pieces, here and there, and now it really happens so that really excites me.

Sarah Nicastro: Did anyone else notice how firmly Berit said, "We can, and we will increase service revenue." And I love that very firm commitment and that comes from having conviction in that opportunity. So, the question I'm wondering is, we talked a lot this morning about one of the barriers to transformation... I know I'm going off script. See, Berit, that's I do it.

Berit Hallgren: No, that's fine.

Sarah Nicastro: But one of the barriers being resistance to change. Okay. Now, you, yourself have been a part of Tetra Pak for 30 years. So, what do you think the key is for someone with that amount of tenure who was literally with the business in a different phase of its existence, how do you stay open to what the opportunity is today and into the future?

Berit Hallgren: Yeah, really good question. Sarah. I've been reflecting because sometimes when I tell people I've been with the company for 25 years, for 30 years, and I say, "Okay, why am I still here?" And I think it's really about, for me, I'm changing job every third year, approximately and Tetra Pak is a big employer in Lund, Sweden. So, I have the possibility to really going from one area to another, which also develops people in the end. So, I'm curious as a person and I need change. I mean, that's my mindset, that's what I eat and breathe, basically. I need regular change because I get super bored otherwise and I think that is... So, the biggest challenge I think for us is really... Or what you need is really the right mindset.

So, you need to find the right team from the beginning who can really help starting off the transformation because there will always be the detractors and there will always be the front runners and you need the front runners in the beginning, but then you need to attack the middle. All the middle mass, that Dan and many others talked about as well earlier today. Because if the middle mass isn't with you, it doesn't happen. So, mindset is one part and I think capability is the other part. And I have some capabilities, but I don't have them all right.

So, how do we also bring the outside in perspective? And that was important when we did the analysis too, that the benchmark piece is really important and the outside in  perspective. So, how do we make sure that we bring the right capabilities that we need who can help us on the transformation? And I think the third one is time because it takes time to drive the transformation. So, at the same time, you need to show what are the benefits and the values with what you're doing, but you also need to deliver some early results. So, the company really believes in, "Okay, this can happen, and this will happen." Because if you don't have some proof in the pudding, why should we do a huge investment as Tetra Pack is doing right now in this big transformation.

Sarah Nicastro: Yeah. No, I think that's really good, and I always think it's a testament of a really good employer when you have people who have been able to evolve many roles in the same company. Because a lot of times people like you who need change and they want to challenge themselves, they end up doing that elsewhere.

So, it's three years with one company. Okay. So, when you can do that all within one organization, I mean, that typically is an indication of a good business to be a part of. So, we talked this morning a lot about the need to eliminate silos, create better alignment towards the objective to create more collaboration and how we work.

So, in a lot of ways, the team that you've built and the function you're serving now is to really make sure that alignment happens with this service transformation journey. So, what are some of the ways you're doing that?

Berit Hallgren: Yeah. I should also say that in actually we have right now ongoing a big, huge reorganization in the company. So, my manager, who is the VP owning the program, she realized that, and I realized as well, we are too few people. We need better business owners and all of that. And then came the company reorganization, so that helped. Otherwise we would have had to do something else, but with that reorganization, she had the opportunity to really put together a great team who can really lead this whole transformation.

So, that was part of her, putting the organization in place and selling the idea, both to top management so that she got the resources she needed and also to the people she employed in the end. So, how do we then work together? Well, I would say we are doing mainly three different things. One thing is that we are working on two levels in the organization when it comes to the stakeholder management, the communication, and getting people on board. So, my manager, she works on her level and upwards in the organization and then, me and the business owners, we work on our level and downwards in the organization. So that's how we manage the stakeholder management.

Sarah Nicastro: But you and her need to stay aligned...

Berit Hallgren: All the time.

Sarah Nicastro: Lock step on what is the message up, what is the message down, right?

Berit Hallgren: Exactly, and we do. The second thing we do, we decided quite early on that we want to work in an agile way. And the company is doing that already in different areas, bits and pieces, here and there. Succeeding better in some areas than in others, but we decided quite early on, we want to do it in an agile way, because if we do it in the traditional way. We will develop and then, X years later we will deploy, and we believe we are deploying the right thing. No, we are not.

So, we decided early on agile and that we are using this scrum methodology. And then we have implemented that in the projects step by step. So, not taking everything in a big chunk, but bits and pieces being rigid on the principles of agile and making sure at the same time that we learn by doing basically.

Sarah Nicastro: So, rigid on the principles, flexible on the approach.

Berit Hallgren: Exactly. And then when we do that, we also explain to the people who work in the project that, what is an MVP? What does it look like? So, what is the assets? Where do we want to be? And this is what we are going with right now. And making sure that people really understand the concept of agile, understand the concept of MVP.

So, we create the right expectations with the end users when we are coming. And I think the beauty of the agile is that we involve the end users from the beginning. So, since we are rigid on the principles, the end users are part of the development. Some of the development project it's projects itself or themselves, but also through the sprint reviews. So, they have an early say early on and they will bring perspectives that we haven't thought about, but in my market, it works like this.

Okay. Maybe this is something we need to investigate to understand. If there is something we need to adjust on the journey, which means when we come to the market, they're already prepared to some extent, and then we make sure to handhold them and we don't let them go until the project is finished, basically. And then we are evolving over time. So, working on two levels, stakeholder management, working agile, and then at the same time, there are more transformations ongoing in the company.

So, we stay close to one other big initiative, which is sales and marketing transformation. So, we work very closely to make sure that we have the same message to the market in the end, because the market is the sales companies, and they are working across there. So, they don't care about who is capital equipment, who is services, and who is what's really. So, those are really the three top things we are doing to make sure that we will succeed in the end.

Sarah Nicastro: What are the primary ways that you, as a team interact with the various stakeholders in the business? So, what are the forms of communication? What is the frequency for the transformation team, the excellence team to communicate with everyone?

Berit Hallgren: Yeah. From the project levels, we do the sprint reviews, that's the primary communication channel and that's happening every third, fourth week. So, it depends on project so that's how we stay close with them. Then from the program perspective, we are doing demos on a regular basis, retrospectives, and planning, and that we do on quarterly basis. So that's when we invite the more senior stakeholders to take part of the planning.

And you need some form governance, even if it's agile. So, you need to understand, are things going in the right direction. So, we are doing monthly steering team meetings, basically on the program level, if there is a need. If there is no need, then we skip it basically. And then my manager, she reports in her management team on the monthly basis, how things are going. I'm doing the same in our management team on a monthly basis and then we do what else is needed, when we feel that.

Clear communication plans in all the projects, of course, as well. So, change and communications work closely together. So, we have a change manager for the program. And I think that is something, it's fluffy for many, what does it really mean? But if you don't take that seriously, the whole change part, there is a huge risk for failure. So, so I said from the beginning, we need to change manager in the program. Otherwise, we will fail because there's so many things to keep together so that we do as well.

Sarah Nicastro: Yeah. I think that's really smart. I think that if anyone follows my content, I've written and have said many times that change management is a topic that I have issue with, because it is always the number one reason the projects fail, but it continually is deprioritized, de-emphasized, budget cut, et cetera. So, it's widely recognized as important. Yet, often not given the time, energy, and investment that it deserves. So, I think that's really smart. Rafael was saying this morning, some of the real emotional reactions to this type of thing and at the end of the day, I think, if not the most important, one of the most important aspects of getting out of that hard middle to something toward your vision.

I think that is something that keeps people stuck here, because if it's not done well, a lot of the other things you've done right, don't matter nearly as much so I think that's really good. You also mentioned the tie in with sales and marketing, which I find really interesting and think is very important and we probably don't have time to really dive into this, but I have done some content on how are we selling modern service and are we doing it justice, and are we speaking the language of the customer and are we taking sort of our internal journey and articulating it externally in a way that resonates and things like that. So, I think it's very interesting.

You mentioned that you're responsible for the ultimate return on investment of the transformation. And so, one of the questions that has come up at a lot of the events prior to this one is advice for business case for transformation. So, that's one part of my question is, do you have any advice for that? The second part is you mentioned, this middle phase. So, you sort of, Tetra Pak started this journey a while, figured out what it was going to look like, and then, 2020, it clarified. Now we're here before we get to here. And so, when you're in that middle phase and things, it requires patience, there's some costs, there's some hiccups. So, what are the ways you are finding to communicate successes, even amid some of the non-successes or some of the slowness toward the ultimate success?

Berit Hallgren: Yeah, good question. So, if I start with the business case one, we decided early on that we need to do the business case on program level, because all these four levers, they are intertwined in the end. So, it will be extremely difficult to say what benefits come exactly from where, from there or here or there, it doesn't really work. So, we were clear on that to the company already from the beginning that don't come and ask us to follow up on the details because that will just be non-valid-added work because someone wants to see it so that we were clear on from the beginning. Then of course, we do a business case for each of the projects because you need to justify the transformation, but all those business cases needs to add up to the full one in the end and then we follow up on the full one.

And, when we do the business case, there are certain hard numbers like productivity gains that we will get but we are talking about them as more as avoided cost. Because the business will grow, which means service is a people business. So, the number of people needs to grow as well. But not maybe in the same ratio as it has been doing before. So, we talk about it as cost avoidance, and we also talk about it as how can we utilize our technicians better. So, there is a benefit there as well, but we are also talking about lost sales.

So, if we don't do this transformation, how much of the growth opportunity will not happen because we are not modern any longer. And that's what we are not counting in the business case as such, but we openly talk about it. So, it's clear for the company, this will not happen if we don't do this. So, that's some advice from the business case perspective. And then your second question was-

Sarah Nicastro: While you're in process and things are... Yes.

Berit Hallgren: And how do we communicate? Yeah, exactly. So, we started early on, we did some trials, many projects here and there, and then it was decided, and here is the end goal. So right now, if I take a practical example, we were supposed to go live with FSM Solution this Monday, but we didn't. And even if we were in a troublesome state a couple of weeks ago. We were supposed to do a user acceptance test with our end users. We decided to go to Panama to start the user acceptance test and do it as much as we could. And in there was some really good wow moments for the people.

So, the commitment is there from the market. And that is what we are communicating now. So, we are communicating transparently, why are we not going live? What is the problem? How are we addressing that? How are we re-planning? But even we decided to do this, get these wow moments, and people are really committed, but now when we go live, we can't fail. So, it has to happen the second time otherwise we lose the trust. And I think this is the beauty of the agile way of working.

Then we are doing some other things when it comes to automation of our processes. So, we have some good success stories there with our customers as well, that we are communicating. So, being transparent, I think everyone here does policing and you all know what red, green, and yellow means. So, we are open with that. The program is currently yellow and has been for half a year, but we are open about that. This is our challenges, and this is what it is and if we need senior management support. Then this is what we say, "We need your support to remove these and these roadblocks."

So, transparency was mentioned earlier today as well, and I think that's key. You don't hide, you don't try to imagine something that is not going to happen, but there are some successes along practical things that you can really communicate about as well and show to the company.

Sarah Nicastro: I think transparency is an underutilized art. Okay. So, does anyone have questions for Berit before I drawn on. You're my favorite delegate, by the way. Not that I have favorites, but if I did, you would be it.

Audience: It's really inspiring, and the story relates a lot with my journey also and what we have done at Electrolux. But I have a question you mentioned about being very strict on change management and having a change manager. And then you also said about agile principles, but being flexible on the approach.

So, having a program and such a big transformation program where you have almost 200 or 250 or more than these people, or even in a project there are 50 plus people or something, then how do you make everyone work on agile principles? Because not everyone is super knowledgeable or super trained in that way of working. So, do you have some agile coach, or do you keep on doing every weekly, some trainings or coaching, and analysis, so how do you manage that?

Sarah Nicastro: That's a really good question.

Berit Hallgren: Good question.

Sarah Nicastro: I was thinking you're almost teaching agile as you're doing the project, right?

Berit Hallgren: Yes, we are. We have an agile coach, an external one because we didn't have that capability in the company. But this guy has been working with Tetra Pak for many years in other agile transformations. So, he knows the company. He knows many people in there so that helps a lot. So, and he's really guiding us step by step. So, we, early on created learning journeys so people could take them. And last year, second part of last year, we talked a lot about agile in the program and now three of the projects are really up running. So, he's coaching them a little bit, but we are managing quite good by ourselves and in the program as well.

Now we have some new projects coming up that will start because everything is not starting at the same time. So, then he will be there to support those projects. And I think in learning for us is that... This was with IFS specifically that we are changing now. We were working agile, the business team, the Tetra Pak IT Team, but not IFS. And there has been clashes, of course, which doesn't help anyone. So, now with phase two with IFS, we will go fully agile together and that will help. While in the other projects, we have been doing it agile all the way through.

So, that's how external coaching again, to help us on the journey because otherwise we wouldn't succeed. Change management, we actually hired an HR person in Tetra Pak who has a lot of change management experience who has been driving change management projects or change management within projects as well. So, she has the capability, she has the methods, she knows what to do and then she helps the projects to apply the methods. They are super annoyed in the project from time to time because, "Oh, why do we need to do this? And why do we need to do that?" But suddenly they realize, and they understand and comps and change management are working hand in hand because that's also a critical success. So, you need to have dedicated comps people with you on the journey who can help you.

Sarah Nicastro: And those points of annoyance are where if you were relying on those leaders alone to handle the change management, it would just get pushed aside.

Berit Hallgren: It wouldn't happen. So, I'm not driving any of the projects, our people doing that, but I'm very much engaged in all the projects. So, for sometimes I need to be step in and be the facilitator because the change management person have her perspective. The project  team has their perspective, and they talk by each other. So, then I'm stepping in to say, "Guys, this is what you wanted." She is like, "Okay, fine." So that's, how I'm also actively working with the project.

Sarah Nicastro: There's a podcast I did a while back with a gentleman named Dan McClure and it was talking about incremental improvement versus innovation. But one of the things that came up in our conversation is the increased need for, there's a term he used for it, choreographers is what he referred to it as. People that are more orchestrating what needs to happen. And this is something that last week in Frankfurt, almost everyone that spoke, it came up that there was either an individual or a function within the business that now serves the role of not execution but orchestration.

And so, I think when we think about the silos that exist and how do we break out of that, these type of roles like you have now that are able to be a bit more objective, bring different viewpoints and opinions and strategies together and sort out, "Okay. I understand what everyone needs, how everyone feels. How are we going to work as a team toward what is the decided outcome?" I think it's super, super important so really interesting. Okay, Berit, last question for you. Based on your experience, either in this project or throughout your career, what's the best piece of advice you could offer our audience today?

Berit Hallgren: Yeah. If I would say a number of things, I would say five things to always think about and bring with you, be clear on why you are doing this. What are the problems you want to solve? Because if that is not clear, how can you communicate to your audiences? And then, what are the areas you want to transform in the end? It needs to also be very clear for people, so they understand we are not going everywhere. We are going in these specific areas.

The outside in perspective, I think is super important as well. That I also would also really advise, because if I think about Tetra Pak, we haven't maybe in the past been so much outside in perspective because it's been a successful company and you tend to focus more on yourself than on the customers and the outside in the end.

So, bringing that and also showing to the organization, "This is where we want to go. This is where we are." That becomes really, really powerful. And then, I mean, "What's in it for me?" You need to be able to explain that for the customer, for the employees, and for the company as well, because it's not the same message to all of these people. And finally, I will say, have courage because it takes... That's probably one of my stronger skills. I'm persistent, "So, okay. Didn't go this way. Let's try the other way." Because you need that when you drive a big transformation. You have to be persistent because it will take time. There will be challenges, but it will happen if you have decided it will happen, it will happen, but you need to be persistent.

Sarah Nicastro: I love it. Thank you so much.

Berit Hallgren: Thank you, guys.

Most Recent

September 7, 2022 | 25 Mins Read

Are You an Emotionally Strong Leader?

September 7, 2022 | 25 Mins Read

Are You an Emotionally Strong Leader?

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Sarah welcomes to the podcast, Carolyn Stern, emotional intelligence and leadership development expert and author of the forthcoming book, The Emotionally Strong Leader: An Inside-Out Journey to Transformational Leadership. 

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today, we are going to be urging you to answer the questin, are you an emotionally strong leader? We're going to be talking about emotional intelligence and all sorts of related things. I'm excited to welcome to the podcast, Carolyn Stern. Carolyn is an emotional intelligence and leadership development expert and author of the forthcoming book, The Emotionally Strong Leader. She's developed self-coaching tools to help anyone grow their emotional intelligence and is going to talk with us a bit today about why that's important, and give you some tips on how to do so. So, Carolyn, welcome to the podcast.

Carolyn Stern: Thanks for having me, Sarah.

Sarah Nicastro: Yeah, absolutely! So before we dive in, tell our listeners a little bit more about yourself.

Carolyn Stern: So, as you said, I’m Carolyn Stern. A university professor, author, president and CEO of EI Experience, which is an emotional intelligence training company. We do a lot of emotional intelligence leadership development training for our clients. And now, soon to be author of The Emotionally Strong Leader: An Inside-Out Journey to Transformational Leadership, which comes out in September in Canada and October in the United States.

https://www.youtube.com/embed/3WLjTg4dxIU

Sarah Nicastro: Awesome. Excellent. All right, so we're going to talk about some of the specific points, but before we do that, I'm just curious how you got your start in emotional intelligence. Where does your interest lie? Why are you super passionate about this topic? Tell us a little bit more about that.

Carolyn Stern: Yeah. Well, I was a very emotional child, and I don't know if any of your listeners out there can relate to that, but that was always deemed a bad thing in my family. Emotional expression was considered ... "Young kids should be seen and not heard," and so I really stuffed my emotions down, and my emotions really created havoc in my life. But just because I'm an emotional person doesn't mean that I'm weak. And I think as I became a coach and trainer for executives, I was sick and tired of hearing that people felt that emotions were a bad thing and that showing them made them weak. And I just felt that if we demonstrate vulnerability or speak our truth, telling others what really is going on for us internally, externally, I didn't think it was such a bad thing. I felt that leaders needed to learn this skill.

Carolyn Stern: As a university professor and someone who used to teach high school, and I'm also trained in primary education, I know we're not teaching in schools. So really, what I have seen over the last 25 years as a university professor is we teach these young people IQ, to raise their IQ, but we're not giving them an emotional education to raise their EQ. And so what happens is, as leaders, it's now your responsibility to figure out how to deal with people's emotions in the workplace. I think the pandemic really shined a light on how emotional we can be.

Carolyn Stern: And there is no light switch, Sarah, when you get into the office to turn your emotions on or off. We're human and humans are full of emotions. The problem for me, as a child, I just didn't know the strategies on how to be bigger than my emotions. That's what the whole book's about. It's about teaching people to learn, to be bigger and stronger, and that's why the book is called The Emotionally Strong Leader. You can still be emotional like me and feel things very deeply, and you can also have the mental skills to be bigger and stronger than your emotions.

Sarah Nicastro: Now, I think there's a category of people that would kind of think those terms contradict each other. If you're emotional, you're not strong. If you're strong, you're not emotional. So why do we need to change our thinking related to that?

Carolyn Stern: Well, being stronger than your emotions is not really strong- arming your feelings or having a steely resolve not to feel, right? It's simply being able to understand, acknowledge and accept that we feel things. And our emotions are full of data, Sarah. Just like an ad agency takes consumer behavior as data to make good strategic choices on how to encourage us to buy their products and services, it's the same thing with our emotions. Our emotions are full of a lot of data and they can give us good strategies on how to behave and communicate better. But a lot of the times, because we were told and hoodwinked in all these years to think that emotions were bad, we just pushed those down rather than saying, "Hey, I'm frustrated. That must mean there's some unmet expectations here," right? 

Carolyn Stern: And that's what frustration tells us, is there's unmet expectations. So what's going on in my life that I'm having some unmet expectations? And then, if someone is not meeting my expectations, then I can calmly and rationally tell you, "Hey, Sarah. When you did this, I felt this, and what I'd like you to do in the future is this." We can have calm conversations if we can take the data our emotions provide. And one of the two questions I ask all of my clients, and they're really simple questions, what are you feeling in this moment? So, Sarah, what are you feeling right now in this moment?

Sarah Nicastro: Well, probably a little bit stressed because I have so much to do today.

Carolyn Stern: Okay. Perfect.

Sarah Nicastro: Yeah.

Carolyn Stern: And then the second question I always ask is what is that feeling telling you about you?

Sarah Nicastro: That I over-scheduled myself.

Carolyn Stern: There you go.

Sarah Nicastro: Yeah.

Carolyn Stern: And so, what does that tell you to do? That gives you some strategies on what to do.

Sarah Nicastro: Right.

Carolyn Stern: As simple as those two questions are, and we pepper them throughout the book, I ask reader to constantly be reflecting on how we're feeling. Here's the challenge. In the workplace, you take time for lunch. You might take time to stretch. But how often do we take time to pay attention to our feelings? And right now, above my desk, I have an emotions poster. That emotions poster reminds me to check in with how I'm feeling throughout the day, and then asking myself ... And just because that I'm an emotional intelligence expert, I want to be really clear.

Carolyn Stern: I haven't mastered this. I don't think any of us ever mastered it. But more times than not, I am bigger than my feelings and I'm making rational choices. But there are days that my feelings rule me and they're in the driver's seat, versus me being in the driver's seat. But by slowing down, figuring out not only what am I feeling, why am I feeling what I'm feeling and what can I do about it, how can I respond a respectful and professional manner, that's really what EI is all about. It's being intelligent about our emotions.

Sarah Nicastro: Yeah. Now, you mentioned the impact of the pandemic. Do you think that there is an evolution at play here where this is changing at work? I mean to me, it feels like even if you have leaders who didn't grow up in a situation like you did, made to feel bad about their emotions, even where that hasn't been the case, there has always been a very strict delineation. "You should leave that outside of work." And I think that has changed and is changing. I really like the point you made about emotions as data. What are they telling you? But I also think it's becoming a strength of leaders, in terms of being able to connect in different ways. Would you agree with that?

Carolyn Stern: Absolutely. Emotional intelligence isn't new. I mean, Daniel Goleman had made it popular in 1995 and it has been around since the early 1990s. The need for it is so much more important and, in fact, the World Economic Forum said it's one of the top 10 skills needed for the future of jobs. What the pandemic has done has shined a light on the fact that we are human, and we feel things because our feelings erupted. This was one of the biggest disruptions in most people's lives, and we could no longer stuff them down and leave them at the door, especially since many of us were working from home. People got to see all of the things that were balancing inside. It's interesting as an emotional intelligence company. 

Carolyn Stern: I started EI Experience in 2017, and when clients would call me, or when I would have to reach out to them, I had to convince them of, "Here's what emotional intelligence training is and here's why it's needed." Now, we're busier than ever. Leaders are calling us saying, "Oh my gosh, we need this," because think about it. Having been a university professor, we're not teaching this in schools, and the Gen-Zs and the Millennials are going to make up 65% of the market of the labor force by 2025. These younger generations aren't made up of the same makeup as I am, who's a Gen-X. I can't expect the younger generation to know what I know because they don't have those skills. So for instance, Gen-Zs. They are lower at independence, lower at problem-solving and lower at stress tolerance than any generation before them. Why? Because they grew up with these things. They have helicopter parents. In fact, I was interviewed by the Vancouver Sun right back in 2020, just as the pandemic was happening, and I was the one person saying there was a silver lining about the pandemic, in my opinion.

Carolyn Stern: Yes, I'm not discrediting all the lost jobs and the lost lives and all of the horribleness that the pandemic brought. But what it did bring is it enforced our younger generation to become emotionally resilient. Because guess what? Google didn't know how to live through a pandemic, nor did their parents. These young people had to learn, "Hey, I'm no longer in a classroom. I'm now at home. I've got to figure out how to learn in my own setting. I have to figure out how to manage my own stress. I have to figure out how to rely on my own opinions." And in my opinion, it's been a gift because it really has taught them to have more grit, soldier through the challenging times and persevere.

Sarah Nicastro: Yeah. I like the word you said, appetite, because I think you're right that emotional intelligence isn't a new concept. The information's been around. People are aware of it. I think there's been sort of an increasing acceptance of the value it plays in leadership. But the appetite for it, I think, is what has changed and is changing, so that makes sense.

Carolyn Stern: Absolutely.

Sarah Nicastro: Okay. So let's talk a little bit about some of the insights that you cover in the book. So first, you talk about five distinct areas of emotional intelligence. Can you tell us a little bit about each of those?

Carolyn Stern: Yeah, so it's based on the EQI 2.0 model by Multi Health Systems, and it basically says EI is broken up into five different categories. Self-perception, how do you see yourself? This is made up of how confident you are, how self-assured you are. Are you fulfilled in your life? Do you achieve your goals? Do you set goals? Are you aware of your emotions and the triggers in any given moment? And are you aware of when you're being triggered? The second composite scale, or area, is called self-expression. This is your communication skills. How do you express yourself and relate to people? Things that you might want to ask is do you constructively express how you feel? Do you stand up for yourself? If not, why not? Do you care too much about what people think? 

Carolyn Stern: And just a little bit about me, my lowest competency, just full disclosure, is independence, and people are always surprised by that because I run my own company. I'm not married. I'm financially independent. However, I grew up with a very over-protective, bless her heart, over-bearing mother, and she didn't let me make decisions for myself. So now, as a grown-up and as a leader, I worry about my decisions. I question myself a lot. I need a lot of reassurance. My staff always tell me I pay them to reassure me, which is probably true. And I'm sharing a little bit about me to let you know that we all have an upbringing. We all came from this. So when I ask how confident you are, are you confident or are you not so confident, or are you in the middle? In the book, we first do self-perception, which I just went through. We then do self-expression, which is all about how you communicate.

Carolyn Stern: The third one is interpersonal. How do you relate to people? This is your social skills, so this is things about how do you make connections? Are you good at making mutually-satisfying connections? Are you able to put yourself in somebody else's shoes? Do you have empathy? Are you able to give back and be helpful? These are questions that we ask the reader in the book to kind of assess. "Am I high? Am I in the middle? Or am I low?" And then in the book, we talk about the dark side. You can be too much of something. Think about self-regard, for instance. How many people, Sarah, do you know, how many leaders do you know, that have too much self-regard and that they can be a narcissist and have an inability to admit mistake? All of these competencies or skills, EI skills, relate to you need to figure out where your baseline is.

Carolyn Stern: The fourth area is decision making, and this is all about how do we make decisions when emotions are involved. So for instance, are you aware of your emotional state when making a decision? Do you let your emotions cloud your objectivity? Or even, do you let your impulses tempt you? Or do you delay gratification? And then the last one is stress management, which is all about how well do you cope and handle stress, the uncertainty of the world, and change? Things like, "How well do you adapt?" Think back to the pandemic, Sarah. Do you feel like you've adapted well to the change and uncertainty? Do you think you would say yes to that?

Sarah Nicastro: Yeah. Yes. I mean, not without it taking a toll, but yeah.

Carolyn Stern: So, you've pivoted fairly well considering? Yeah. And then we ask things like, "How well do you cope with stress? Are you resilient during trying times? And also, do you remain hopeful about the future?" When we were listening, doom-scrolling, all the bad things happening, did you get suckered into that or do you have an optimistic outlook on life? Those are the five areas that we talk about in the book. We go into a deep dive and we get the reader to kind of really look at all 15 different skills because all of us have a different emotional makeup. And then the other piece that I just want to share quickly is sometimes, your areas of where you're high in and where you're low in can actually go against you. I'll give you an example. I told you I'm low in independence, but I'm really high in flexibility.

So as a leader, I flip-flop. I can't make stringent decisions. I tend to flip-flop my ideas. So when one employee asks me to do one thing, I say, "Okay, sure," and I get convinced to do that, and then another employee asks me to do another thing and I get convinced of that. And then the problem is because I worry about what people think, I want both employees to be happy. That's not a great combination, and that's the work I have to do. Sometimes, I have to be a little less flexible and say, "No, this is where I'm putting my foot down." And sometimes, I need to raise my independence and say, "I'm sorry you're upset with me, but here's my final decision." So that's my work, and in the book, what I get readers to do is really figure out what is their emotional work.

Sarah Nicastro: Yeah. It's really interesting. Now, I feel like I can guess the answer to this question, but I'm going to ask anyway, in case I'm wrong. Do you feel like there's one of those five areas that leaders typically struggle with most, or does it just depend completely on individual makeup?

Carolyn Stern: It really does depend on individual makeup. We all have genetic influence, right, and we all have environmental influences, but here's the good news. Anyone can learn and develop and enhance their EI skills in order to increase their leadership potential. Less and less leaders are actually not seeing a need for this because the problem is we tend to deal with all the disrespectful behaviors or unprofessional communications stemming from the emotional issues. And I think leaders are now realizing, "Wow, I got to get to the heart of the matter. Rather than just dealing, putting a bandaid on the inappropriate behaviors of this employee, I got to figure out why they're doing what they're doing." And a big part of the book is I actually talk about, "Learn your why. Why do?"

Carolyn Stern: Once I figured out that I had an overbearing mother and that that's why I didn't learn independence, rather than blaming her, because we talk a lot about in the book ... Rather than me pointing a finger and saying, "Mom, you're the problem," no. Three fingers point back at me. I just didn't learn those skills, so it's now my responsibility as a human to learn how to stand on my own two feet, how to be more self-directed how to not care so much about what people think, and it's not easy. The strategies we give in the book are quite simple, but it's not always easy.

Sarah Nicastro: Right, so on that point. In the book, you walk through these five areas and you dig into each of them, and then you talk about a variety of ways that people can foster their EI skills. Give us a couple examples of what that looks like.

Carolyn Stern: I'd say one of the big things that I think I have to teach leaders is, really, to do what I just told you to do, which is to do an emotional check-in, right? "How am I feeling?" But our emotional vocabulary is very small. There are thousands of emotions out there, but I would ask you, "Write down the ones that are on top of your mind." Probably, you could maybe write down five or 10, but there are thousands, and the nuances between. So for instance, I can feel happy. The level of intensity of happiness can go from elated to content. Which one am I? So really understanding the level of intensity of our emotions. Figuring out how I'm feeling, where that feeling comes from, what triggered that feeling, why I am the way I am. Then, I can be more conscious of my choices. 

Carolyn Stern: So one of the activities I give all my clients is to take a sheet of paper and split it down four ways. The first is, "Name the emotion," so put the emotion of what you're feeling. The second is, "Write down the trigger." What triggered that feeling? Now, I want you to create space. I want you to take a pause and say, "Okay, I have two ways," and I always get them to write it down. "What's a highly emotional intelligent response and a low EQ response? What would a high emotional intelligent response person do, and what would a low emotional intelligence response person do? And by creating space, they can say, "Okay. Well, here's something that I could do. I could talk to someone calmly or I could yell." Well, that's the response. The third column is response. The fourth column is impact. So if I have a calm conversation with you, what's the impact that that's going to leave? If I yell at you-

Sarah Nicastro: Right.

Carolyn Stern: What's the impact that's going to leave? That then gives them a roadmap of how to deal with those emotions. But they first have to figure out what triggered it, what are they feeling, and why? That's one of the big ones I get asked. The other one I think I get asked a lot about is empathy. Empathy is feeling with someone. Sympathy is feeling for someone. Really, there are three kinds of empathy. There is cognitive empathy, which is perspective taking. I can imagine what you are thinking and put myself into your thinking mind. There's perspective, empathy, which is, "I can feel your pain." And then compassionate empathy is, "I can feel your pain and I want to help." Now, some people who have low empathy, I have to teach them ways to become more empathetic. That might be to really listen to people, rather than just to hear them, to really listen to what they're saying.

Carolyn Stern: For people that have too much empathy, that get enmeshed in people's stuff and carry the emotional burdens on their shoulders, that's a different emotional intelligence strategy. That would be, "Set up some boundaries." So, when you're telling me your problem, Sarah, rather than me having your emotional problem be put on my shoulders, I can then say to you, "Okay. How are you feeling, Sarah? What can you do about it?" I can coach you through your problem. I can still have compassion for you, but I don't have to go home at night and solve your problems for you and carry the emotional weight on my shoulders. You can have compassion and boundaries at the same time as a leader. A lot of times I have leaders who either have no empathy and I have to teach them how to raise their empathy, or I have leaders that have too much empathy and they need to lower their empathy.

Sarah Nicastro: Okay. One of the things I wanted to ask about, too, actually, is taking time to rest, the importance of that, and avoiding the word "but." So how do those factor in to fostering emotional intelligence?

Carolyn Stern: Well, taking time to rest and reflect, right? I am not good at this, I will be honest. In fact, I just wrote a blog about it. I just went on my first weekend vacation in five years. We grew up with this hustle culture, right? The more productive we are, the more successful we'll become, and I swallowed that pill and I believed in that. And by taking time to rest and really reflect, I think so much of this society ... We're on our phones all the time. We're looking at other people's ideas. The media's always amongst us. We're listening to other people's idea. How often do we spend time journaling? How often do we spend time just in our inner thoughts? I mean, science shows walking in nature calms our ruminating thoughts. So just spending time to rest and reflect will really calm your parasympathetic nervous system. In terms of the avoiding the word "but," "but" negates everything before it.

Carolyn Stern: So for instance, "I love you, but I'm moving out." Do you love me? So I teach people some communication methods and one of them is, "I love you and I'm moving out." Or even at work, if you want to use a work example, what happens when you're asked to do something, another task on your to-do list? Someone's making their objective as important as yours. You can say "Yes and" rather than "Yes but." So, "Yes I'm happy to take on that project, and the project you gave me, project B, will have to wait till Monday. Is that all right?" So rather than saying "Yes but," which negates everything before, you can say "Yes and," and negotiate. You can also say, "Yes, I'm so glad you thought of me, and right now I don't have the bandwidth." Now your boss might not be happy that you have set up a boundary and said, "I can't do it," but your boss will respect you for taking care, to be realistic of what you can accomplish and what you can't accomplish.

Sarah Nicastro: Right. Yeah. No, that makes sense. So how would you describe what leading with emotional intelligence looks like?

Carolyn Stern: Well, people with high EI just have more self-awareness. They're able to control their actions. They have more empathy for others. They like to build healthier relationships. They admit publicly when they make a mistake. They ask for input. They give specific praise, but also specific constructive feedback to their team so that they can grow. They know how to build good relationships. We still get stressed if we're highly emotionally intelligent, but they come from it with a growth mindset, seeing that every opportunity or challenges is an opportunity for them to grow. They articulate how they're feeling. They're open about how they're feeling. And here's what they're not. They're not stoic, which is what you described at the beginning of this podcast. They don't pretend to put on this fake persona, and people don't follow that, right? We can read through that when we know what people are feeling, but it's really they think they can share how they're feeling authentically so that people really want to follow them because they're relatable, not perfect. No one wants to follow perfection.

Carolyn Stern: And the other thing is they know how to set boundaries, especially when the lines are blurred between home and work. They're also able to use their emotions as data, as I said, to make really good, rational decisions. They're brave to share and to talk about, "Hey, I'm uncertain about what's going to happen," especially when emotions are heightened. And most importantly, they check in with their team. Here's the biggest thing that I get asked by executives. You do not need to be a therapist or a financial advisor or a lawyer for any one of your employees' problems. All you have to do is listen and coach them. Coach them means ... and we've developed a coaching with emotional intelligence model, but coaching others is really about asking them questions so that they figure out the answers, so you don't have to be the problem-solving hero, right?

Carolyn Stern: They also know how to adapt in changing times. They also know how to have a positive outlook, even when things look gloomy. So there's lots of things that an emotionally intelligent leader looks like and sounds like, but it's really, I think, about being brave and open about their own emotions, and that's why I wrote the book the way I wrote it. The book is an inside-out journey. You've got to figure out yourself first, your own emotional makeup first, before you can lead others. So once I knew that I lacked independence, guess what? I hired really independent people.

Carolyn Stern: Why? Because they become my competency advisors. They become my advisors in my company. When I'm struggling with what people are thinking about me, I can pick up the phone and call my competency advisor who's, by the way, my business development manager who's half my age. But I ask her for help because she's really strong in independence. So knowing your emotional makeup helps you know, "Who do I put on my team can help me be the best leader?" My second book, which I hope I will write, will all be about, "Now once you know yourself and how to lead, how do you lead others?"

Sarah Nicastro: Yeah. I think you mentioned authenticity and, to me, that seems like such an important part of this because I think the growth stems from that. And also, I think the perception of you as a leader and how your emotional intelligence connects, I think, has so much to do with authenticity. Are you doing the work, to your point, to figure yourself out and leverage that best to connect with others, or are you kind of faking it? I think people can see right through it.

Carolyn Stern: Absolutely, and think about it. How you feel affects how you perform. I think you just said earlier, you're stressed. If you carry that stress throughout the day, how good is your work going to be today?

Sarah Nicastro: Right.

Carolyn Stern: Now, again, we're not all going to have great days. I've had bad days, too. So how do I work through my stress? How do I first stop everything and go, "Okay, how can I calm myself down and be less stressed?" But the other thing is, you said it best, people are engaged at work if they feel connected to you and the team, appreciated for their efforts, and fulfilled in the job. Three questions I ask every employee, and I recommend your listeners ask all of their employees, is these three questions. What do you need to feel connected to me and the team? What do you need to feel appreciated for your efforts? And what do you need to feel fulfilled in your role? And then, shut up and listen because guess what? That's going to give you a roadmap on how to lead them.

Sarah Nicastro: Yeah.

Carolyn Stern: That's getting inside what works for them and fills their bucket so that you, as a leader, can give back to them in a way that will resonate with them.

Sarah Nicastro: Right.

Carolyn Stern: But every person is different. You might to feel connected to me. You might need to talk to me once a day. Another employee might need to talk to me once a week. To feel appreciated, you might want me to spend time with you. Another employee might just want a gift card. To feel fulfilled in your role, you might just want challenging assignments, whereas another employee wants to take a course. All of that is going to give you a lot of data on, "How do I keep people engaged and fulfilled and connected to me in the workplace?"

Sarah Nicastro: Yeah. No, I think it's all really good input and it's all super interesting, too. I was just thinking as you were saying that. I think the art of listening cannot be overemphasized, first and foremost, but I was also thinking about how if you ask those questions, how many people are going to feel they can share openly, and how is that reflective on your leadership, right? It goes back to the point of people can be in leadership positions, but we're all human and people want to feel connected on a human level. So it goes back to kind of what we said earlier, which is there's more appetite for leaders to be more of themselves at work, instead of just that stoic reserve, robotic. "Okay. What do you need to feel fulfilled?"

Sarah Nicastro: I mean, depending on the tone in which that question's asked and/or the way that leader conducts themself, that's going to dictate what level of openness you get in the response. So it's just interesting how it's all tied together, right? Because are you modeling the type of self-awareness and openness and communication that you ultimately want your employees to feel comfortable bringing to you, so that you can get good data when you ask those questions, instead of having them feel they need to be closed off because you're closed off, or what have you?

Carolyn Stern: Well, it's interesting because when I was writing the book, I started writing a book on emotional intelligence and leading with emotional intelligence, and how to lead people and how to get them more engaged. And then halfway through the book, I've written half the book, I stopped because I said, "You know what? I've written the wrong book first." The first book needs to be how as you, as a leader, how can you learn what your emotional makeup is? How can you be brave to talk about your feelings so that no longer are others experiencing you as a leader solely through your outward behavior, but rather they're experiencing you on a deeper connection from underneath the surface.

Carolyn Stern: And exactly what you're saying, when that kind of genuine connection happens, others feel seen and heard. You feel cared for and valued. And in a work setting, that's what's going to affect dedication, engagement, and fulfillment. So I actually switched my entire book. I basically wrote a book and a half. But the half of the book, no one will see, not until the next book comes out. But this book is really about, "How do I look inwards first to figure out how my emotions have hurt or helped me in the workplace?" And then, let's get brave enough! You've got to model the way. Just like you said, you have to model the way first so that you are brave to talk about your feelings. And once you start talking about your feelings, you give others permission to do the same.

Sarah Nicastro: Right. Yeah.

Carolyn Stern: And at every meeting I have with my team, we always start with a one-word feeling check-in. So we always ask everyone what they're feeling, and if anyone ever says to me, "Hey, I'm feeling stressed or overwhelmed," I can have a side conversation offline with them to find out how I can support them. But that gives me a lot of data as to what's going on for them. It also lets them know that I care.

Sarah Nicastro: Right.

Carolyn Stern: When people feel cared for ... Think about the last time you felt cared for it in the office. You probably worked a lot harder. And that's our goal as a leader, right? We're trying to move people forward towards our vision, our direction. People won't do that unless they feel cared for, appreciated, and fulfilled.

Sarah Nicastro: Yeah. No, you're right. I love it. I think it's great. Okay so, Carolyn, any closing thoughts? And also let people know where they will be able to find the book.

Carolyn Stern: Well first of all, thank you so much for having me. It's been a great conversation. The book is available September 13th in Canada, online and in stores, and October 4th in the United States, online and in stores. It's called The Emotionally Strong Leader: An Inside-Out Journey to Transformational Leadership. I just hope if I could get leaders to just learn one thing, it would be stop being so afraid of your emotions. They're just feelings. Feelings are not facts. They're not always factual. They can be factual, but they're not always. But they're fleeting, and we feel thousands of them, hundreds of them, lots of them throughout a day or throughout a week or throughout a month.

Carolyn Stern: They're transient. They're incredibly personal. And it's hard to be an objective bystander from your own emotions, but that is the key to your success. As I said at the beginning, I'm a very emotional person. I feel things very deeply, and I'm strong. I've now learned the mental skills and strategies to be stronger and bigger and smarter than my feelings. So I am in the driver's seat of my feelings, rather than, now, my feelings being in the driver's seat of me.

Sarah Nicastro: That's awesome. Well, congrats on doing the work and writing the book, and thank you for being on. So everyone, be sure to check out Carolyn's book, and also visit us online for more content at futureoffieldservice.com. You can also find us on LinkedIn, as well as Twitter @TheFutureOfFS. The Future of Field Service podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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August 31, 2022 | 8 Mins Read

Summer Roundup

August 31, 2022 | 8 Mins Read

Summer Roundup

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With so many having recently returned from summer holidays, Sarah recaps the highlights from our podcast episodes this summer so you can be sure to go back and check out what you missed!

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro.

This episode is going to be a little bit different than our normal format. I do not have a guest with me today. And this is going to be a bit of a summer roundup. I recognize that a lot of people have been on vacation or holiday, whichever your preferred term is, throughout the last couple of months. And I also realized that sometimes with a content platform that produces content on a weekly basis, not everyone catches everything. And so I wanted to do a roundup of some of the summer highlights because there have been some guests on that I certainly would not want anyone to miss. So you can use this episode as a way to have a quick listen at some of the guests we've had and the key points that they've covered. And then if those sound interesting to you can go back and check out those individual episodes.

So we're going to start with podcast number 174, which featured James Galloway, who is the head of product marketing for commercial in the UK and Ireland at BDR Thermea Group. So one of the brands that BDR owns is Baxi Heating and James was on to talk about the process that Baxi has gone through, or is going through, introducing heat as a service. And so he shares openly where they're at on that journey, what some of the challenges have been and what they have left to do and what some of the lessons learned are.

He brings up the point that it's very much a business transformation, and even though it's referred to as heating as a service, so we think of service and service transformation, it's a journey that wouldn't be possible if it wasn't perceived internally as an entire business transformation.

He talks a lot about how, when you're thinking about migrating toward as a service, you need to be focused on designing that offering from the outside in. He brings up a metaphor he heard once that was you design the key for the lock, not the other way around. So he also mentions that there are a lot of assumptions that need to be challenged when you're going through a change, this significant and a lot of work. But we also talk about why that work is so worthwhile, not only for Baxi itself and the impact on the business, but also for its customers as well as the environment. So it's a great episode to checkout.

The next one I wanted to talk about is episode 172, which is with author advisor and top 10 global thought leader, Frank Mattes. Frank is on to share perspective on some of the most common reasons that innovation fails, particularly when it comes to scaling innovation to drive business impact. There are so many nuggets of wisdom in the conversation with Frank. The book that Frank has written, The Lean Scaleup, he did so with a number of different organizations. So it's very much rooted in real world perspective, and that's very clear through the messages he delivers.

So he talks a lot about some of the common failure points around innovation and scaling innovation. He talks about some of the tactics that these businesses have leveraged to overcome those challenges and barriers. And he also talks about how it takes courage to innovate. So it isn't just about the right thinking or the right tools or the right management. It's also about courage. So he says it takes courage to leave a little ice, a piece of ice, where the company has lived comfortably over the last 30, 40, 50 years, and venture out into the wild, into unknown. But it's possible because some leaders recognize that little piece of ice where a company is based is getting smaller and smaller by the year. So it takes courage but it is a necessity for organizations to improve and his content is super helpful for those looking to scale innovation.

Episode 170 featured Rainer Karcher, who is the global director of IT sustainability at Siemens. And we had a great conversation about why service based businesses should be prioritizing sustainability, some of the ways to do that and what that can look like and what the future holds related to regulatory pressures and more. So, I love Rainer's passion for sustainability and the environment. He is incredibly committed to the cause. In the podcast he talks a little bit about why that is and where his passion for this topic came from. But we also talk about the fact that people approach or prioritize sustainability for different reasons. So there are people like him who are incredibly passionate about it as humans, and we all should be, but there's a lot of different reasons that we should be talking more and doing more related to sustainability.

So he talks about the fact that there are regulatory pressures. He gives some insight on what these look like not only in Europe, but across the globe. He talks a lot about how customers are coming to expect more from organizations related to their environmental initiatives. He also talks about how it factors in with public opinion and overall brand reputation. And finally, he talks about the increasing interest from investors in looking into organizations, sustainability initiatives. So there's a lot of good reasons to think more and do more related to the topic and this podcast is a great place to start.

Episode 167 features Tony Black, who is the president of service at Husky Injection Molding Systems. Tony was actually the very first podcast guest I ever had on episode number one when he was with Otis Elevator. In his role at Husky, they have recently moved to a predictive service model and he talks about some of the different facets of what this has looked like for the organization, as well as where they're headed and what will happen next.

One of the things I really like that Tony discusses is he says, it's a fallacy if you think you can kind of have magical AI and bots and automation do all of the work, it doesn't work that way. So they are leveraging all of those things, but he's very quick to point out that there is a real personal human connection component that will always be very, very important. So he talks a little bit about the tools that they are using and the approach they're taking to predictive service. But also how they're balancing that with some new roles that are building and those customer relationships nurturing those customer relationships and serving that purpose of marrying the data and the automation with the human touch. He also talks a lot about what the move to predictive means in terms of field service and that in his opinion field service onsite work will always, always, always be an important part of what they do, but how this predictive model is helping to evolve the way that they do work onsite. So there's a lot of good things in there.

Those are some episodes you should check out. We also featured a number of episodes from our Future of Field Service live tour events in the spring. Episode 169 features Jean Claude Jobard, who is the vice president for EMEA at Marmon Foodservice Technologies, and Jean Claude talks about the pace of change we're seeing in field service, how we need to become more agile. He shares his thoughts on four major trends that are shaping the future of field service, specifically what those things will look like in the three-to-five-year timeframe. That's 169. Episode 171 is from the Stockholm stop of the Future of Field Service tour and features Roel Rentmeesters, who is the VP of services at Munters.

Roel talks about some of the considerations for creating a remote service strategy. Munters deployed remote assistance at the start of the pandemic for business continuity and it has now shifted gears to examining its overall remote service strategy, how that factors in in the longer term on their journey towards servitization. That was a good conversation. Episode 173 from the Paris event is with Jean de Kergorlay, the digital buildings services director for Europe at Schneider Electric. Jean has been with Schneider Electric for 34 years, which gives him a very unique perspective, and he talks about some of the ways that despite the digital world we're living in, some of the ways we need to focus more and prioritize people.

Even though he is leading digital buildings, he is sharing his perspective on why and how our focus on people needs to continue to be a priority. In episode 175, we share a session from the Austin event. It is a session with both Katy Chandler, vice president of learning and development at DuraServ, as well as Roy Dockery, vice president of field operations at Flock Safety, about the tactics that they've implemented in their roles to not only find new talent, but to accelerate their time to value, as well as maximize retention. It's a really good conversation.

Episode 176 is also a session from Austin featuring Sonya Roshek, who is vice president of B+T Group, who talks very openly about what her experience is being one of few, if not the only woman in a series of male dominated industries and roles has been like. The intent here is to really understand what the experiences of a woman in service look like and get that firsthand perspective on what progress we've made, what progress we've yet to make to attract more women into field service. That gives you some food for thought of episodes to go back and check out and listen to and lets you know that we've been hard at work over the summer and there is much more to come this fall.

Stay tuned for a new podcast every Wednesday as always, and also stay tuned for information on the 2023 Future of Field Service Live tour. You can find more and stay up to date by visiting us at futureoffieldservice.com. You can also find us on LinkedIn, as well as Twitter @thefutureoffs. The Future of Field Service Podcast is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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