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December 13, 2023 | 29 Mins Read

2023 Retrospective Takeover

December 13, 2023 | 29 Mins Read

2023 Retrospective Takeover

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The tables are turned in this episode as Roy Dockery, VP of Field Operations at Flock Safety, interviews Sarah about here 2023 predictions and how accurate she feels she was. The two also discuss some of the industry events they both attended and reflect on overall trends of the year.

Sarah Nicastro: Welcome to the Future of Field Service Podcast, I'm your host, kind of, Sarah Nicastro. Today the episode is going to be a little bit different, it's a takeover, some of you are probably already familiar with Roy Dockery, who is the Vice President of Field Operations at Flock Safety, as well as being a big voice in the industry. And so Roy is actually going to take the reins of the podcast today and interview me, so I'm going to hand it off.

Roy Dockery: Well, thank you Sarah for having me. And I know as one podcast host to another, sometimes we get tired of talking to ourselves or asking questions to others, so I figured we'd have some fun today. And since we're going to talk about your 2023 predictions, I interview you on some of the things and content that you've made this year, and then also we can discuss some of the things we've seen across the industry, different events, because you and I both frequent many field service in service conferences.

We'll jump right in, and I think the first thing that I want to talk about is the first prediction that you made, was that companies will selectively increase cost reduction measures, and that was across scheduling, optimization, asset management, things like customer service, remote service, knowledge management, you had a lot of bullet points in there where they were going to try to save on money. From what you've seen, even from a customer engagement perspective, but even in your road shows and things like that, did that hold true? Do you see companies really trying to push costs down?

Sarah Nicastro: Yes, I think so, but it took a bit of a different lens than the way that I framed it coming into this year. So first, I'll say I really struggle with the idea of predictions, I think none of us really know what's coming, and I also think in this space, people want this huge earth-shattering what's next when in reality we're talking about iterations of concepts, so it's tough. But I think overall, companies based on economic circumstance are certainly being more cost conscious this year and going into next year.

The way I frame that out is, the reason I said selective is because it's not to the extreme of needing to take measures that are going to negatively impact the customer experience. And I think companies are smart enough today to also focus on protecting the employee experience, but it's more so about figuring out how do we work smarter? How do we do more with what we have? How do we grow and expand without having to add costs, et cetera.

I think what is a bit different than the way I framed it is, I almost feel like the AI lens is the way that everyone talked about this topic this year. So what we're really talking about with AI is any of those categories that I bulleted out, we're talking about bringing more intelligence into each of those things in a way that allows us to work smarter. That's really what AI is doing, it's just that that is the buzzword of the year, so that's the lens everyone was looking at this through. But it is about what manual, menial, non-value add tasks can we remove from our operations to better utilize the resources we have, allow them to focus more on valuable initiatives and maintain or even improve our customer experience. So I think it was fair-ish.

Roy Dockery: Yeah, like you said, so in that vein, and like you said, the working smarter, not harder. So even on the advisory boards that I sit on, like you said, it's more of, how do we use ChatGPT, generative AI to do more work with the same number of technicians? Which is another way to frame smarter, not harder, like we need to get more work orders done, it's hard for us to onboard, it's hard for us to get new people. We've got folks retiring, so how can we get more work done with the same number of people? And then people are finding the challenges as a technician leaves, or if someone resigns, there's a lot of questions now around that backfill. So it's like how do we more effectively use what we have and then what do we do when we start losing people?

Because the question is, do we invest in technology, like you said, to eliminate the mundane, repetitive administrative task? The interesting thing is, we had all of this digital transformation that pushed a lot of non-technical work on technicians, now we have to have an AI revolution to remove all of that administrative work. So technicians can actually go back to just being technical because it's essential and there's a lot less of them, so we're trying valuing that time better. But I agree, like I said, we've heard that same thing in advisory boards and the challenge there, and like you said, it's not laying off or workforce reduction, it's like, "I need you to do 20% more work next year, but with the same number of people," so how are we going to accomplish it?

That's good, not very far off. Like you said, AI and ChatGPT came to buzzword for every event you attended in any aspect this year, even if you were dealing with education, I was at a legal event and they were talking about Gen AI. So on your second prediction, which I'm feeling some of this probably is still how much can we capitalize off the flexibility people gave us because of the pandemic? Your second prediction was, will we still see wider acceptance of remote service? Have you or your customers or people you interact with, do we see that trend going or are people starting to get back to being complacent with other people doing things for them and not being as open to remote service as we thought the industry would keep moving in that direction?

Sarah Nicastro: Mm-hmm. This is one where I think we need a little bit more definition behind what we're talking about when we think about remote service or what I was talking about. So in the vein, I was thinking of it, yes, I think we've seen more progress, but not as much as I expected and I'll give you a couple of examples. So on the podcast, Stephen Goulbourne from Mettler-Toledo came and talked about remote service, and I loved his take because what he was talking about is, in their industry specifically, the idea of remote resolution is nearly impossible. So they're not trying to accomplish that goal, what they're using remote service for is historically, they've done an on-site triage visit before they ever went to actually do any of the work. So his point is, there's technologies today that can allow us to do things remotely that we don't need to do any longer in person. We have the capability to not do those things in person.

It isn't an idea of ... the lens you're talking about when we were dealing with a pandemic, we got to a point where remote service in a lot of cases was the only way or the preferred way companies could service customers to the point of resolution. So I think there's layers to this topic of, is it remote service for information's sake from equipment to company? Is it remote service where you're using some of these capabilities to maybe have a older technician in the back office supporting younger greener technicians? Is it remote service where it is true self-service and it's done with the customer with the goal of remote resolution? I think those things are all progressing at a little bit of a different clip.

And I think this is another topic where AI blended into, and in some ways, I don't want to say overshadowed because there is overlap, like AI is one of the tools you can use to change what self-service looks like with your customers, et cetera. So it's kind of that buzzword took some of the steam away from zeroing in specifically on the remote service piece. And I do think there's still a lot of opportunity there, not only opportunity but importance for companies to really consider and clarify what the topic means for their organization. Because there's a lot of differences, and like I talked through, there's a lot of different use cases for the same set of technologies.

Roy Dockery: And I completely agree, and like you said, you've got those buckets, so you have remote triage, which is information gathering, and then you've got your remote diagnostics, which is some level of troubleshooting, and then there's remote repair. So a couple of years ago, we were all trying to get customers just to help us with triage, like just don't make me send someone there to read the alarm from the screen that I don't have remote access to. So this is the early adaption of help Lightning and Rescue lens like, take your phone and point it at the thing so I can see what's going on, and we don't have to roll a truck for that. And then like you said, during the pandemic, I think getting people who were non-technical or people who wouldn't typically assist you with diagnostics or repair did. But to your point, now a lot of remote services, how much AI can we feed to the customer to get them to do the triage, but then also try to walk them through the steps to get things done themselves?

And I think they all have progressed a little bit, and I would say, I think we did see a bigger adoption of the triage across industries, more people being willing to help you gather information than before. I come from a healthcare technology background, I used to have people tell me no to turning around and looking at an alarm directly behind them, we had to roll the truck, so I think the pandemic's helped that. But to your point, the adoption for the rest of it and where that's applicable depending on the complexity of the technology, safety concerns, customer comfort and all that stuff is moving along at a different one. But it is definitely another space where our friend, ChatGPT and Gen AI keeps getting thrown into that conversation.

Sarah Nicastro: And I think that's the real thing here, is now that these capabilities are as mature as they are, it's undoubtedly in my mind that we're going to continue to look for opportunities for why are we rolling a truck to do X when we could use this? Why are we interfacing with customers this way when we could do Y? So those questions are going to continue to be asked, I think companies need to be not falling back into, well, we don't need to worry about that because the pandemic's over and we can go back to the way it was before because then they're going to fall behind, you need to keep pressing and figuring out what it looks like for your organization.

Roy Dockery: Absolutely. Now to your third prediction, which was around my favorite topic, which is talent development and people development. So your prediction was that the talent focus would shift from new talent to nurturing talent. So I know you and I have talked about the differences between hunting and farming and building that, and we also both got to attend the Hot Topics Service Visionaries Top 100 event along with the CDO and Chief Technology Officer event in London as well.

And we shared before, we've also noticed this trend of a lot of discussion around leadership at field service events, which has been an interesting shift from before because there was a lot of technology, AI tools, processes, not a lot of focus on people and talent. So given the fact that, one, we've got people trying to recognize industry service leaders and visionaries at that level, but then also what else have you seen as a trend with organizations or industries focusing on that talent development versus just recruiting or trying to bring in new people constantly?

Sarah Nicastro: Yeah, no, I think this is also my favorite area to talk about, and it might not always feel like progress is happening at the pace we want it to, but this is an area where I feel like if you reflect back on what did the conversation sound like this year versus last year, I think there's a distinct difference. And I think it stems from the idea of nurturing talent, employee engagement, employee retention, employee satisfaction, and an acknowledgement that it is imperative. We do not live in a world where talent is just going to stay put for 5, 10, 15, 20 years just because, that world doesn't exist anymore. So it's forcing companies and leaders to reframe their approach and what's important and what works and what doesn't work.

And I think if anyone isn't familiar with the event you referenced, Hot Topics, which is a content and community platform for C-suite executives that's based in London and IFS partnered to do the first ever Service Visionaries Top 100 recognition. And in those sessions, they've had this Top 100 for some of the other C-suite groups you mentioned, it's the first time they've recognized service leadership, and I think that's incredibly important, I was thrilled to be a part of it. But also, I can think of other examples, I think you were at Field Service, Palm, Springs, Christine Miner, and Rick Lash who wrote Once Upon a Leader, came and spoke about leadership story. And one of my favorite podcasts this year was with Venkata from Bruker Nano, and he talked very specifically about how he spends his time in percentage breakdown, I think it was 70, 20, 10 or whatever, 70% of his time is focused on his team, his people and why, and he talked about the payoff of that and what it all means.

And I think those conversations are invaluable because anything service organizations are trying to achieve when it comes to customer experience or growth or whatever it is, you can't do without your frontline workers. And what it took to have strong teams before is not the same as what it takes today, and so I love that there's this whole shift in focus on what leadership styles work, how do our people feel, what's important to them? How do we create a culture that people will want to be a part of? I think it's a really cool evolution to see in this industry and really needed.

Roy Dockery: And like you said, it's an imperative, I actually spoke at it at one of the field service events in September and I talked about the culture imperative. We want people to stay, we want to nurture talent, we want to diversify our organizations, but that requires the culture to change. My shirt says The Art of Leading, but people know, anyone who follows me know I talk about leadership a lot, but it's very interesting to see the shift in the priority because now you have so many generations in the workforce, even with field service right now, you've got Baby Boomers, Gen X, Millennials and Gen Z. So you've got four generations of people when you normally only used to have two roughly, a lot of people aren't retiring as early, people are coming into the industry earlier as well. So it is really imperative that people start to focus on, how do you manage that cross generational leadership? How do you have a culture that's inclusive to people who ideologically are very different?

But with regards to their work ethic, their passion around service is the same, and you know that's something that I've dealt with for years. And I say it all the time, I've never had a problem recruiting, but every company I go to, I change the way that they recruit because you have to look at a different dynamic of people, you can't just look at the people who are here, you have to look at the generations and the type of people that you need to attract to be sustainable in the future. But no, I like it, and like you said, it is been refreshing, it trickled in a little bit in 2022, seemed a little bit more prominent in 2023, and so hopefully we see it more in 2024 being in the forefront as well.

Sarah Nicastro: Yeah, I think another thing we need to be focusing on is the way leaders are developed in field service. So you came in and came up through the ranks and you happen to be a great leader, but there are some people who are put into leadership positions as an acknowledgement of being a strong individual contributor that really aren't good leaders naturally or haven't been given the opportunities to hone those skills.

And we know that leadership is under-invested in by organizations in general. So I think that as we acknowledge the importance of it, we also need to reflect on, are we promoting people who actually want and can do the job well with help that companies are willing to invest in? So that's the other part of nurturing, that is we think a lot about how do we bring in and then create a path for the frontline talent, but it needs to be looked at all the way through. Those are the next generation of leaders, so what are we doing to make sure that when they get those promotions, it's something that they can succeed at?

Roy Dockery: Yeah, because we focused a lot on employee training and we focused a lot on management training, but a lot of organizations don't focus on leadership training, which is somewhat different than managing the function, the people, the time sheets, the budgets. Like you said, it's how do people feel? How do people behave? How do you interact with people? How do you deal with conflict? How do you deal with personality types and ideological differences in all of those things, and it's important. And even for me, that's one of the things as well, even one of the reasons I thought about writing a book, because I'm like, none of these things seem to apply, especially when you're leading people who are older than you. Everyone talks about leading millennials, but what about when millennials have to lead baby boomers or Gen X or Gen Z? So being able to structure that is important. And so I hope there's more investment in that in 2024 and in moving forward, but that's good, but great topic there on talent.

Your other prediction was around sustainability, but for service centered sustainability strategies. So one, do we continue to see a movement for sustainability in general? Because then costs start getting tight and then some projects get set to the side, so first, you have feedback on sustainability, but then on services centered sustainability as well.

Sarah Nicastro: This is probably one of the very few topics that we cover or that I talk about where there is pretty noticeable global differences. So the US definitely lags when it comes to an interest in or willingness to prioritize sustainability, especially when you get into any amount of cost consciousness and that sort of debate. There's certainly exceptions, I know you also know Adam Gloss of McKinstry and it's a core focus for his company, it's something that's important to him and to them, but it's not an overarching tenant, I don't think to be able to say universally in the US as a focus area. In Europe, it's a lot different and it's a lot different culturally, but it's also a lot different because of government regulations that force organizations to have to prioritize it differently. So it's a conversation that is very different.

I think what's interesting to me always is thinking about some of the reasons why it has to matter if you don't want to just acknowledge it has to matter for the future of our planet, and one is, listen, quite frankly, there's a lot of ways in service, it's directly tied in with efficiency. If we're just rolling trucks all the time to go see what's wrong somewhere, it's not only a complete waste of money, but it's also not environmentally friendly. So it's sometimes tied into benefits that maybe certain organizations do care more about. The other thing is customer preference, I think more and more in certain industries, it's going to become a area where customers make purchasing decisions based on whether companies care about it or don't and can show that.

And same with investment decisions, boards are starting to pay more attention to, is this an initiative? Is it something that you're putting effort into? So I think the US is still significantly behind where Europe is. It's also different because of the geography, like we've had some conversations that are really valid of, if you take electric cars for instance, this country is gigantic and the infrastructure doesn't necessarily exist to make the argument for doing that if a service organization is operating outside of a major metropolitan area. So there's some things that way that have to come along too, but I think looking at the areas of overlap is really interesting and I think it's something that's just going to take time to come into focus more here aligned with how it does in Europe.

Roy Dockery: That's good. And we'll touch on that a little bit more, we'll talk about some of the road shows and some of these differences between the US and Europe and the UK and things of that nature. But your last prediction for 2023 was around this outcomes base, we've been hearing this for years, interesting shift for me, I went from a time and material service contract world to an almost completely outcome based, we don't sell equipment at all, we're a subscription-based startup. So for me, I almost did like 180 degree flip and landed solely in uptime device health and evidence capture in my new world. So I'm all the way at the other end of the spectrum where we're completely almost outcomes-based, which is interesting, but across the rest of the industry for some of the traditional businesses that have been trying to move in this direction to continue to see that, have some people made a lot of progress or is it like a large ship that's hard to turn quickly?

Sarah Nicastro: No, I think there's been a lot of progress made, this is one that varies a lot industry to industry, but I think the overall premise, which is customers care less about what you do and really just about how it helps them is for sure true. We live in a world of complete and utter convenience and real-time information exchange, it just makes sense for customers to expect that level of streamlined experience from companies that they're working with. I think when it comes to differentiation, caring more about how what you do benefits your customers or their businesses versus just pitching what you do, it makes sense from that perspective as well. So I think across industries, you see a lot of progress here, there's obviously ones where when you start thinking about, well, what does it take to deliver outcomes? And you get into more of the IOT and data side of things, then yes, you have industries that are more resistant to that.

You mentioned some of the struggles in healthcare, I think some of those are slower moving than others to work through to get to a point where companies are positioned to deliver outcomes. But I think the other part of this ultimately moving toward that model is, it's a mutually beneficial value proposition for both the company and the customer. Because when you start talking about going back to 0.1 and 0.2, so technologies that allow you to improve productivity or reduce costs, and then things like remote service and AI, when you try to incorporate more of those things into a traditional break fix service model, you start having customers saying, "well, what am I paying you for? You're not here." And it's like, "no, but you have the uptime or you have X." And they're like, "right, but you didn't come do anything."

And so when you start shifting it to a value-based or outcomes-based narrative, that's when you can provide an outcome the customer values, but you can also look for those ways to leverage technologies to lower cost, to serve, to improve efficiency without having to figure out how you defend the price point or the revenue side of that. So I think we'll continue to march along that path.

Roy Dockery: No, that's good. And, like you said, from the industry perspective and being able to pivot, and a lot of it just comes to the way that we sell, like a lot of these industries have got five-year contracts for machines with ten-year life expectancy. So you're talking about a decade or half of a decade to migrate people to new ways to sell the equipment. And I've heard of some companies that have that in the pipeline, but that's from a replacement-

Sarah Nicastro: It takes time.

Roy Dockery: ... Strategy as we start selling technology as a service or focusing on the outcome, people always mention the food service companies that do like coffee by the cup, it's by the [inaudible 00:29:03] versus buying the equipment and having the maintenance. You basically buy the supplies and then you're paying by the poor as far as consuming and utilizing the equipment, which is pretty cool.

And we've gone through the predictions, my other question would be, outside of sustainability and that being a big difference, especially across Europe in the US, when you do your road shows where you go around the country and you talk to leaders in different segments, what are some big takeaways that you've seen or even some big differences you've seen around trends and focuses in the US versus some of the things that they're seeing in Europe? And then also, where are some of the similarities that we're facing regardless of what continent we sit on?

Sarah Nicastro: We did six events in 2023 on the Future of Field Service Live Tour, we started in Sydney, Australia, which was really cool. We had an event in Birmingham in the UK, Paris, Minneapolis, Dusseldorf and Stockholm, so a decent variety. And I would say with the exception of the sustainability topic, there is far more in common than there is different. When pretty much all of the other, how do we apply and leverage technology, the talent challenges, they may look a little bit different because of some of the region's structure, et cetera, but overall, very similar conversations, meeting exceeding customer expectations, looking at what is the next phase of our service value proposition or our growth.

All of those things are really pretty common, and I think that's one of the things I love about the tour and this platform, is bringing people together to share. One of my favorite pieces of feedback that I get at those events is, I feel so much less alone. And it's because everyone is in their day-to-day, and you're trying to solve these challenges or figure out how to realize these opportunities. And you don't have the perspective that people across industries and across the globe are in the same trenches, sometimes you might feel like, I don't have this all figured out, but I bet everyone else does or whatever. And I really like being able to have that camaraderie and also give people some reassurance that companies are at varying stages of figuring all of the stuff out, no one has it perfect. And it's about not only sharing information with one another, but being sources of inspiration and having that collective community vibe is really helpful.

I think sustainability is probably the biggest difference, I see, you get into more regional differences with the outcomes based or servitization concept as well in terms of the readiness for the full as a service version of that. But that's a whole sort of continuum, and I think for the most part, the idea of focusing more on the overall value you're providing to a customer versus a break/fix situation is pretty consistent. So it's interesting to go to different places, and the conversations are different, but they're coming from the same foundational principles, if that makes sense.

Roy Dockery: Yeah. So it's same challenges from different perspectives just given regional differences or some of the challenges. And I'm going to ask you another question, it'll be a hot topic here are on our own. So the one thing I've noticed, I had several advisory board meetings this week, and you've been more around the world, so you can answer it for me.

I have been one of the youngest people in Field Service Advisory Board meetings for the last eight years, and I turned 41 a week and a half ago, so to me, I'm not that young any more compared to when I was in my early thirties. Are there places where you are seeing a transition in leadership where we're actually seeing younger service executive leaders, because you've been able to go all over the world, or is the industry from a top leadership perspective still gradually aging and we're not really getting that new class of leadership in, at least at that executive level with the events that you do?

Sarah Nicastro: I think at the executive level, it's still aging out, if you will. Now, when we talked about the leadership piece, you can see more and more change coming up through the ranks, if you will, but I would say if we call this part of the opportunity to bring a lot more diversity into this space, I think that's consistent as well. Even at Field Service Europe, so WBRs, Palm, Springs event in Amsterdam, I think there's probably more diversity in the US event than there is at that event. And so there's still a lot of work to be done.

And that's one of the things that I think will be exciting to see how these productions or trends or themes continue to unfold as we have new leaders with fresh perspectives and different thoughts and ideas on what works come in and be able to take really a huge set of possibilities that exist that aren't really being fully tapped because you still have a lot of leaders in place that are perfectly happy with the way it's always been, right? And just to see how things will continue to change, I think it's going to be really exciting.

Roy Dockery: No, I think that's awesome. And like you said, and I think, again, talking to a lot of other executives in the industry, it's actually those that are heading towards retirement that are pushing some of this focus. They know there's another generation that needs to come up and we need to get them in and nurture that talent before we leave because they do have a lot of expertise and a lot of knowledge to pass on. But it's like that step in the ladder wrong, because of a lack of development. I don't know if there's a lot of people in the middle that you can pull all the way to that level, and I think that's why we see a lot of investment and leadership and a lot of discussions around it. Because a lot of the core people that I've seen for years, like this year, several people were like, "these are my last conference," and that's what I'm thinking about as well and the size of their organizations.

And it's almost like everybody's focusing, and I know people who are focusing internally on building that bit. And so I'm sure you'll see some shifting around, we're going to see some executives move from one company to another company, but I think it's creating, and we used the word several times that imperative, that like, we are at the point to where, as leaders, we're transitioning, not the different companies, we're transitioning to retirement. And so it'll be interesting to see how the industry changes in the next five years because a lot of the people who have led in the industry, a lot of the voices that have been prominent, they're retiring and they're handing that over to just a different set of people who may have a different background, who may come from different departments or who just may have a different perspective in general, so I think that'll be interesting to see. And so in the next few years, it'll get very, very unique at some of these events.

Sarah Nicastro: I think it's interesting too, what you said about on the leadership piece, some of the oldest by age, but even by tenure experience, etc, leaders, have the most modern mindsets, and I love seeing that. I love seeing like, you can't assume that just because someone's X age or looks like this or has been here for this long, that they have this outdated mentality. There's some leaders that have been in place for quite a long time that are working really hard to drive a lot of this positive change, and I think that's awesome. I don't know if you saw, just last week, I shared a podcast with Linda Tucci of Ortho Clinical Diagnostics, I think it's QuidelOrtho now, but I love Linda and she came on to talk about the breast cancer journey that she is fighting right now and I love that she is very willing to be vulnerable and I have so much respect for that.

But one of the things we talked about, because we were talking about what it's taught her in how she leads, but she was saying even before that, even before the pandemic, she always had a practice in place, it didn't used to be quite as frequent, but it was really where she would sort of reflect and take stock on her own leadership style. She mentioned some resources she used to look at overall trends and things like that, but she would also ask for some feedback, she would do some self-reflection, but she would really look for ways to actually implement change to continue to make sure that she was being as impactful as she wants to be.

And I just thought, that's such a great practice that I'm sure not enough people do, do you know what I mean? For so many reasons, they don't want to self-reflect, they're too busy, etcetera. But it's like we live in this world where things are changing so frequently, so to do what it takes to be as impactful as we want to be. So I love that idea of people that have been doing it for a long time that have the opportunity to continually reinvent themselves. And just because you know things a certain way doesn't mean you have to stick with it, you can know better and do better.

Roy Dockery: Yeah, and it's funny you mentioned Linda, we attended the same event in Chicago, so I actually had dinner with Linda and her and I talked about a few of those things as well. And I think that reflection and that constant evaluation of our leadership style and the way that we lead is like ... because a lot of it is like, when do we need to transition? When do we need to change? When are we creating a block or for the people who are coming up underneath her?

And I talked about like, that's why I left my last company because I was actually the ceiling for the development of everybody else who worked for me. Because the next step was for them to take my job, and as long as I'm here, they can't do it. Which is one of the other things I talk about in my book, is that transition. So it's that always reflecting, am I having the most impact? Am I adding the most value? And as long as you're doing that, if your team is changing, if your company is changing, you will change. And you're right, there are some people who worked at companies for 20, 25 years, and I've seen them evolve in a lot of different ways, whether it's on AI or outcome or digital transformation over the last 10 years that I've been in the industry.

It's not just about the experience or the gray in the hair, it's just people who are willing to adapt new ideas, who are willing to take on new challenges, and then people who are just done and now they're ready to go transition to new challenges, just different things in life other than being in that role at a particular company, which is cool. But no, this has been great conversation, I've enjoyed interviewing you. I'll end with, do you have a question for me? If you had one question for me about 2024, what would it be?

Sarah Nicastro: I think it would be, what do you feel is the most valuable lesson you've learned this year?

Roy Dockery: I would say the most valuable lesson I've learned this year is that everyone isn't going to move at the same speed, and you have to be patient with other people's pace, so I think that's the main. I work at a startup, so some people move really, really fast, legal needs to move slower, finance needs to move a little bit slower, engineering can move quickly, and I think that it's very easy to get frustrated when it feels like we're not moving at the same speed, but that's when alignment is important. So if we're aligned and we're going in the same direction, you can go faster than me because you need to keep going in that direction. But if there's other things that I need to be doing to make sure that we're operating safely, to make sure that we're hitting requirements and things of that nature, you can go ahead of me, even though we're going in the same direction.

My current boss loves hiking, so you think about the people that go up Mount Everest for you, they've gone above you, they've secured things, you got a path that's drawn out ahead of you. But I was used to a larger company where we all moved at the same pace because we were already big, we were already established. So I think that's been the most important thing for me coming into my second year at being at a startup, is being comfortable, like those people are always going to run at 90 miles an hour, and I'm fine with that, but we're going to run at this speed and we will catch up to you because you're going to get done with that, you're going to drop it off, and then you're going to move on to the next thing in front of you and we'll be there.

But yeah, not getting frustrated or losing patience with people who move faster or slower than you. Because then on the other side, you have some people that don't move as quickly as you want them to, but you need all of that to be balanced within an organization, but the alignment is what's important, not the speed.

Sarah Nicastro: No, that's a good lesson, I struggle with patience myself. 

Roy Dockery: I'm going to ask your question back to you, what is your main takeaway from 2023 outside of predictions and things that you thought, but just for you personally coming out of this year?

Sarah Nicastro: Honestly, it is really similar, and I'm not trying to steal yours, but it's interesting because in November, we had the last, not the last, we had a review of the year session in the customer. So I run three global customer groups, and we talked about this too, what's your biggest lesson learned? And that's what I shared is, I think for me, I have to temper the passion that I have with patience, and I'm not good at the patience part, but I have to focus on what I can control, and I need to also appreciate progress and not just want to race, race, it all counts, and I have to accept that you can't step over hard work, you have to just take it one step at a time. So balancing passion with patience is mine.

Roy Dockery: I like that. You and I share passions definitely, so that's awesome. Well, no, it was great, thank you for having me on the show here and being able to do your year in recap. It's been good seeing you a couple of times this year and spending some time with you in London. Sarah's a great photographer for Instagram, so she got my Tower of London photo, it was really nice.

Sarah Nicastro: Yes, you got to meet my brother.

Roy Dockery: Yeah.

Sarah Nicastro: We did spend some time together.

Roy Dockery: Touring the Tower of London learning interesting things about castles and fortresses. But no, it was awesome, it was good seeing you, thank you for even the nomination. We didn't mention it, but I was one of the people that was recognized as one of those Top 100, and so that was a great thing to have this year, it's on the shelf over there, it is in the office. But thank you for IFS and Hot Topics doing that and elevating those voices and those individuals as well on the service side of the business. So I appreciate that.

Sarah Nicastro: Yeah, it was very well deserved, you and the other 99, and also all of those nominated, it was a great initiative, I hope they do it again next year. It was great to spend some time with you as well, and I hope in 2024 we get to do it again. And thanks for interviewing me, it's been fun.

Roy Dockery: No problem, thank you, Sarah.

Sarah Nicastro: You can find more by visiting us at futureoffieldservice.com. The Future of Field Service podcast is published in partnership with IFS, you can learn more @ifs.com. As always, thank you for listening.

December 6, 2023 | 24 Mins Read

A Service Transformation Deep Dive with Electrolux

December 6, 2023 | 24 Mins Read

A Service Transformation Deep Dive with Electrolux

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In a session from the Future of Field Service Live Tour event in Stockholm, Sarah talks with Kristoffer Brun, Services & Repair Transformation Manager; Anna Mezzanotte, Service Operations Product Domain Expert; and Peter Sandkvist, Transformation Manager, Electrolux for an inside look at lessons learned and wins celebrated from its current global service transformation.

Sarah Nicastro: Okay, so next up is our service transformation deep dive with the Electrolux team. So, I'm going to let each of you introduce yourself, if you don't mind. Anna, let's start with you. Ladies first.

Anna Mezzanotte: Thanks for having me, first of all. Thanks, Sarah, for inviting. My name is Anna. I work for Electrolux for over two years now and I serve as a product domain expert in service operation. But during the project that we're going to tell soon about you, I was the glue or the translator, as I like to call myself, between the IT and business specifically for service operation domain. So, yeah, hope to tell you more today about some lesson learned, some valuable insights about the project in Denmark.

Peter Sandqvist: Yes. Hello, my name is Peter Sandqvist. I'm a transformation manager at Electrolux. So, I have a small project team that is working with digitalization, transformation, change management projects for our contact center and field service operation teams in the Nordics. And in the project we'll talk about today, I was the project manager from business side. Yes.

Sarah Nicastro: Okay, great.

Kristoffer Brun: All right. And Kristoffer. My background is actually in sales initially, so from an end user perspective using a CRM, but I moved to the other side of the CRM. Before joining this role five years ago, was working with rollouts of field service management tools. Thank you very much. And me and my team, we were sitting in an ivory tower in the global headquarters guessing how our software should be used and creating visions around it, and I will come back to that one.

Sarah Nicastro: I'm sure no one here can identify. Okay. All right. So, in this session we're going to hear each perspective on Electrolux's ongoing service transformation. So, Kristoffer, start by just giving a bit of history, context, background and we'll go from there.

Kristoffer Brun: All right. A long time ago, 2018, in a country far, far away, Belgium, we went live with a pilot CRM and FSM tool combined. And just after a few weeks, it turned out actually we saw more and more signs actually that the FSM solution didn't work properly. Fit for purpose. And honestly, if we are to look inwards as well, I don't think we created the business requirements well enough from our side. So, one part was the vendor. One part was definitely our side as well. And just a few weeks before go-live, the vendor announced that they acquired another FSM company, which they said that they would go for long-term. So, it was anyway just a few weeks before go-live. We would anyway have to switch one day. So, the Belgium business suffered quite dramatically at the time and it was decided to replace the FSM side of it.

But this time we thought, "Let's do something different. Let's involve the actual end users and all the countries that would ever use this tool should be part of even selecting the vendor, selecting the tool." So, we took a completely new approach to all of that. And before we even sat down to write down the first business requirement, we actually had the first step was to invite all the potential vendors, six of them at the time, for a day each to present the future of the field service, as we called it. So, what could field service look like in Electrolux or in general in the future? Because what we wanted to avoid was to basically just write down how we are working today, leave that over to a vendor, and just have a new interface of the current processes. That was the end game. They all came. They all presented and we basically flew everyone in all countries into Stockholm.

We locked ourselves in a room for weeks, more or less. And we wrote the business requirements word by word on a big screen like this together. And was it time efficient? Definitely not. But was it a glue to have all the stakeholders aligned to do this together, even to fight over simple words or simple sentences of how we should write things? Definitely. I would say that it paid off multiple times in that sense. And we had very tough discussions also with the local stakeholders. One big discussion I remember was, for example, can we even trust an optimization engine? Can we even trust a route system doing routes for us? We manually planned our routes for forever. We cannot trust the system. Or mobile. The technicians will never go mobile. They have their laptops. Discussions like that in front of every business stakeholder. It was tough there and then, but I think we came out of there stronger, basically.

Peter Sandqvist: It tells a little bit of where we came from also.

Kristoffer Brun: Definitely, definitely. We created the requirements together. It could also serve as a vision, more or less. Because we combined also a little bit with the to-be. So, we also grouped it in ways that you can actually see where we will go in short-term, but also a little bit where we aim to go in the future with the predicted spare parts, as an example. We gave it to the vendors. We discussed back and forth, of course. And then we actually went for a couple of reference visits to go and meet the actual customers already using the software a little bit via Gemba Walk. We could interview them. We can actually see the system in place. I don't know, Peter, do you have anything to add on that one?

Peter Sandqvist: No, but first I can add on the requirement parts. I think we made it clear to us that yes, we wanted to see what the different vendors were offering and how their roadmap looked like and we draw a lot of inspiration from that, which was then included in our requirements. But we also knew that we wanted to have a vendor that we could work with, where they could inspire us continuously as well. And now coming to the customer reference meetings, I think it was very important, and we will touch upon this later in another segment, but to me, remembering that time, it's been a couple of years, but remembering that time, I think it was very important for us to see the solution live and to also talk with the people using them, asking them what is working, et cetera. Also without having the vendors standing behind their shoulder. Now, Marcus said he was standing behind there. But yeah, no, it was really great. Yes, yes, I remember it well. It was also a hectic period.

Kristoffer Brun: Yes. So, what we did in the end was basically to, actually together, also with the business, to create the evaluation criteria. So, not us centrally guessing evaluation criteria. We did them together, and every country had the same weight and we calculated the averages from there. Of course, we also involved architects or IT, even vendor management or the contractual side of it, but it was all transparent and every voice was equally heard, so to say. And we took our decision and we also focused already then, before even having started to build something, for what's in it for me. What's in it for me as an end user? What's in it for me as a technician? What's in it for me as a resource planner? So, we also try to, a little bit, to group our vision or our business requirements into already then to say, what's in it for our technicians, as an example.

Sarah Nicastro: So, essentially starting the change management project from the very beginning.

Kristoffer Brun: That's right.

Sarah Nicastro: Because you're thinking about how to personalize the value of the project to each individual function.

Kristoffer Brun: Exactly. So, what we did, we replaced the system in Belgium then finally, and then we basically moved on to Denmark, which we are here to deep dive a little bit into.

Sarah Nicastro: Okay. All right. So, Peter, get us up to speed on Denmark and then we're going to talk about some of the biggest lessons learned.

Peter Sandqvist: First I will just shortly introduce then. So, what me and Anna will talk about now and present and share some details on is a project that we basically came out from this summer, and we will try to follow the timeline also of the project. So, the goal was this summer and the project was roughly one year. And yes, to set the stage also, I think it's important to a little bit present what our Danish service organization was. So, we had a very stable service organization. We have the highest average age of technicians in Europe as well. A lot of people that has been working for a long time in the company. Everyone is experts.

It's almost like a small family company where we visited. And they're working on a 40-year-old tool, field service management tool, they have been using for 40 years. So, the IT landscape is also an old one. So, this is just to set the stage of the challenge that was ahead of us, which you can imagine, a lot of it was related to change management. And one of the first things that we did was the mobilization. So, we had to set up a team of people there in Denmark that will support to roll out the project in our Danish sales company. And this is even before the project really starts. And one thing that we decided to do there was to take someone from outside of the service organization.

So, you already know that I have people that has a lot of process knowledge. They've been working for a long time. They know everything. Yet we decided to put a person from outside of the service organization in a very important leading role. And the idea behind this is, he was a change driver, a change ambassador. To a certain degree having all that old process knowledge, that's like having heavy luggage on your back. And he did not have that. So, he could work with a free mindset and it allowed him to also move very fast. And today, this is fun, today he has an important role in our service organization, both supporting Denmark but also on a Nordic level.

Sarah Nicastro: It's good to know he survived.

Peter Sandqvist: He survived. He did. He did.

Sarah Nicastro: Yeah. I'm glad he is still around. Yeah, he made it through. He's still around.

Peter Sandqvist: And now he has an important role, yes, to continue to support our service organization. Yes. Also, this could be inspiration or something to think about if anyone here is in a project where you are about to set up a team. Who do you put in that project team to lead this change? Especially now when I mentioned the background of Denmark and all the change management that was needed. And so this was before the project started. Then we decided one thing. And before we even had the kickoff, we decided that we wanted to go all of us together, so me, Anna, the Danish team, also the central business team, to go down to Belgium to see each other face-to-face. Now today, post-COVID, we know that we can do these type of projects over Teams and we can do it online. And I have done another project like this completely online because it happened to be during the COVID period.

But I would like to stress the importance of actually being able to see each other face-to-face. It's something that we should not underestimate this. And let's see here. Yes. So, we went there and one very important thing here is this was the opportunity for my team then, the Danish team, to be able also to see the solution working and to talk with the people who are using it today. So, we got to talk with the technicians, with the resource planners, the parts planners, the back office team, and ask any questions we wanted. They presented to us. And this specifically built confidence in the Danish team that lasted a full year. They knew that the solution was working for them, so then it should work for us. And that I saw hands-on. That actually built confidence for the full year.

Here I have another funny story. We had a team building activity also in Belgium. And I asked my counterpart in Belgium, because the service operation manager in Denmark, he really wanted to have Belgium fries. He had heard about the Belgium fries. So, we talked to her and she said, "Okay, you have to go to this place." We went there in the afternoon. It was closed. Okay, ah, we go somewhere else. And then the next day we told her it was closed. "Okay, but go to this place." We went there in the afternoon. It was also closed. So, I called her up. I said, "What can we do?" Because now we have really hyped up the Belgium fries. So, the next day we actually had a chef that came there and we together got to do the Belgium fries. And already there, as a team building activity, we split it up in different groups. So, one person got to cut the fries, someone else... You got to fry them. We had to go out in the parking lot to fry them.

Anna Mezzanotte: 32 degrees.

Peter Sandqvist: 32 degrees in the parking lot, frying it. And another guy from the team salted them. And I had the most important role. That was to taste him.

Sarah Nicastro: Yes, of course.

Peter Sandqvist: So, that again, I think I want to stress that importance now, especially in the post-COVID period, to actually see each other face-to-face. And do not underestimate that. Anna, how was this experience for you?

Anna Mezzanotte: I absolutely agree with you, Peter. I think that visiting Belgium was useful not only for a meeting face-to-face and for boosting confidence, but also from an IT perspective because it was really the first time for our business stakeholders to get acquainted with the new solution. And also here it's, as Peter already mentioned, it was the time in which our Belgium colleagues proved to be very good ambassador for this new technology. And we all know that a positive review from a satisfied customer is definitely more convincing than just me talking about how cool these new functionalities are. And in this context of the visiting Belgium, it was time for officially kicking off the project. And I think you said it, Sarah and Caroline, you repeated once again, and I will say it one more time just to reiterate the message, I really want to emphasize the importance of storytelling.

Because we really need to make sure to explain all our business user why we're doing this change, of course, but also the consequence of not embracing this change. So, basically what's the opportunity cost at stake? And also maybe another important thing would be, for example, to explain our business colleagues not only the value of these all new software implementation that we will be doing in terms of generic company gains, like cutting costs for instance, but also take some time to explain the values of this new service transformation project in terms of tangible benefits. So, make sure that you explain to all these agents that will work with the solution what's in there for them. So, how will these new tools make their life easier and better? I don't know, for example, you can say how these new tools will reduce really the amount of time they have been doing just repetitive and boring tasks.

So, once we have finalized the kickoff and we really got the buy-in from all the people involved in the project, it was time for move forward for the next phase of the project, which is the discovery phase. And here again, we're trying to follow the timeline of the project so that we can really make you feel, hear our story. But the discovery phase, what's there? What's the meaning? So, the objective is really to understand all the users need and design of the project requirements accordingly. And of course, the outcome of this analysis is to make sure that we understand the project scope and also its limitation. So, both from the business side, so Peter's side, also from my side, the, let's say, more IT side.

And before asking Peter more about his experience on the discovery phase or if you want, Sarah, to kick in some question, I just would like to reiterate what we have been doing in Denmark the past year. What we have been doing is a kickoff, I want to say a rollout project. And with that rollout project, we mean that we have a standard blueprint solution and then we simply transitioned this solution to many different countries. And this was the case of Denmark of course, but at the same time we really need to make sure that we are in line with all the business processes, but also we are compliant with local regulation. Easy, right?

Well, it was obviously challenging and I would like to remind once again what Peter very quickly was setting up the stage and talking about the context, users in Denmark have been working with the same system for over 40 years. So, they really were able to work with it blindly. And I really want to picture it for you. So, imagine you have this back office guy sitting in Frederica in the office in Denmark, and they were able to plan the technician route for the entire week while simultaneously picking up the phones, answering some emails, and also drinking a cup of coffee. Yeah. So, now what's next? Well, we kick in and of course it was quite a service transformation project. And I'll try to speed up, but what I want to say is just to bring up one practical example of what could happen during discovery phase. So, users and our local counterparts in Denmark have been used to navigate the screen with simple keyboards commands. So, they basically didn't even know what a mouse is.

Peter Sandqvist: They knew what a mouse was but-

Anna Mezzanotte: The animal.

Peter Sandqvist: They knew what a mouse was. But you are right, it was-

Anna Mezzanotte: What I want to say is that instead, our solution was then definitely point-and-click. So, it was really mouse-based. And this shift from keyboard to mouse, that was a detail that was absolutely overlooked by our IT teams. Actually, it became a source of concern for our business. So, here I really want to give you this example to make you think that what could be some red flags that could arose from legacy system and legacy thinking. So, yeah, I think that was it from the discovery phase.

But before handing over, I would like to mention one success factor that I can really recommend. We implement what we call the plug-and-play session, which is basically some session in which we grant to all the users the access to the system so they could play with it. And these happen well before our technical team even initiated the system configuration. So, it was really a good occasion for stimulating early feedback between IT and the business counterparts. And also, yeah, so for the business to get the first hands-on experience.

Sarah Nicastro: Very good.

Peter Sandqvist: Yes. And to build on that, I think it was something great that we did because you get to see a lot of PowerPoints and you have process discussions and you might see some demo or some video, but to already start to be able to play around, it makes the training much easier later on when you have to. So, I think that was a good addition to how we did this project. You mentioned discovery where we learned about each other. So, you learned about the Danish team and we learned about the new processes. After this, IT was starting with the build and the configurations for everything that was captured in Denmark. And while that happened, we had a period called change impact assessment period in the project for the business.

What do we do there? Well, we were planning. Doing a lot of planning both on who should do what and when, but also on how we should do communication. Who should we communicate to? How should we communicate? Also in training. So, how should we do the training? Is it face-to-face? Is it one of our training tools? We tried to look at all different areas within our service organization and see what needs were needed there. It can also be that roles can change now. So, someone who was sitting there tapping and using the F buttons, now there might be something else that needs to be added or removed in that kind of role. So, this is what we did. And here that leads me to preparation and planning.

So, you need to have a Plan A and you need to have a Plan B when you do these things, and you need to plan carefully. But while doing all this planning, you also need to make sure that you are prepared for the unknown. And how do you do that? Well, you have to make sure that you are resilient and that you can also build resilience within your team. So, planning is key, yes, but there will happen things that you did not plan for and then you don't want to freak out. Then you want to have a team around you that can, you fall down, okay, we pick ourselves up again fast and we just tackle it. And one example of this, it'll make Anna start sweating. You'd probably try to forget it.

But two days before the go-live, one of our processes, we realized, or my colleagues in It realized, it will not work. So, what we have trained people in in that process, it will simply not work. We have to figure out another way to do that. And then by having everything planned accordingly and everything else running, we had space to actually deal with that. So, make sure that while doing all the planning, also spread resilience within your team so that when the unknown happens, you can deal with it. So, we did this planning, planning, planning. IT was doing the build. Do you have anything to share from the build phase?

Anna Mezzanotte: I do. I'll be quicker this time, promise. I think from one of the most challenges that we have faced during the build phase is how to strike the balance between standardization and customization. So, here it's really important to remember that we have been doing rollout projects. So, what does it mean? Again, we want to achieve the maximum amount of standardization while allowing for just some process deviation. But of course, during the course of the project, we came to a realization that our template solution could not fully address all the business requirements.

So, it was obviously a challenge. So, here my suggestion and lesson learned is striving to find the middle ground. So, of course, and here I would like to talk especially to my IT colleagues sitting in the room here, is don't just focus on the one-size-fits-all approach because it will not work, but also don't over-promise crazy customization that we all know that we are going to regret it because then we have to maintain it. So, find the middle ground and do some compromise. Up to you.

Peter Sandqvist: Up to me. Now we're getting closer to the go-live and it is time now for Anna and the IT team and the central business team to actually train my team. So, the project team to train them so that they later on can train our end users, contact center agents and technicians. And it's also time for us to do the testing. So, functionality built specifically for Denmark also needs to be tested. And we choose to call this period Train and Test. And yeah, it's really about making sure that my team has the knowledge to be able to create the material and train all the agents, back office and everything so that we can be ready. Here we have a learning to share something that we ran into, which I think you can talk a little bit more about.

Anna Mezzanotte: I do. It's what I refer to as Lost in Translation. So, we all know that the IT and business, we don't speak the same language. Not at all. And here I'm not referring to that teacher talk Swedish, our local counterpart speaks Danish and our developers talk Python or Java. No, what I mean is that we really need to make sure, do not leave any space for annoying misunderstanding. So, make sure that all the communication is crystal clear. So, for example, if your company is following the Agile methodologies, make sure that you spend some time with this business and you really explain what is a sprint planning, what is a Scrum Master, and what's actually the process of reporting back in Jira. So, yeah, don't give for granted that we can understand each other.

Peter Sandqvist: Oh, good. After that we went live and it worked. Not everything as well as we would've wanted, but we managed to repair our consumer's broken appliances at the time that we had promised them. We were lifting all of the jobs from the old tools, all the promises into the new tools, and we managed to do that. So, in that sense it was a success. When you're in these projects, and I've been in a few ones, I lost count, but you need to take some time to stop and reflect. What could we have done better?

You need to reflect on, what could I have done better? What learnings do I take with me? And when you're on this journey and you're in a small team and you work together, it can be tough sometimes. And you're working towards deadlines all the time and you have that goal in front of you. I think it is important to remember to yourself to stop once in a while, also with the team and everyone involved, and work a little bit on the storytelling to remind each other and yourself, why are we doing this? This is the greatest transformation project that Electrolux probably is doing, that we are in here. And as I said, we're replacing a 40-year-old field service management tool. That is not easy.

And in that sense, we're writing a bit of history here while doing this. So, what I'm trying to say is that you also in this need to then stop and also make sure that you have a bit of fun. And this also comes from experience, but a laugh here and there along the way, it can really be the difference between you taking a step forward or staying where you are. So, remember to have fun if you're in one of these projects. That is important. And that wraps up. We managed to talk about the full project timeline here and share some learnings.

Sarah Nicastro: Yeah. I think the last point is a really good one in the sense of, I spoke this morning about change leadership versus change management and the idea that we're today in a constant state of change, continual improvement, continual innovation. And I think without pausing to celebrate the wins and have some fun and allow that to energize you for the next phase, that's where that change fatigue comes in. You need to make sure that you acknowledge the hard work that's happened, you celebrate the successes you've had, and then regroup and push forward.

Peter Sandqvist: And also, if you don't do that, if you don't do that, then you can also end up feeling that you haven't done anything or accomplished anything, while you actually have. So, yes.

Sarah Nicastro: Yeah. All right. Excellent. Well, I say job well done to you both. And Kristoffer, what happens next? What does the future hold?

Kristoffer Brun: A lot of things. No, I don't have one answer on that one. There are so many things to look at and to investigate and to analyze that I don't really know where to start. But one could. I heard a word called AI somewhere, and apparently that's going to be a big thing. And just imagine how that would change our entire business model, actually, I think. So, we have a chatbot today. You wouldn't really need that because you would go to your AI assistant, so to say. So, we're actually taking that contact away from Electrolux, moving into the AI assistant. Whether that is in the phone or sitting on our shoulders, I don't know.

And the same thing really with contact center. Why even call a contact center agent when you can ask your AI assistant to book directly or troubleshoot and, if necessary, book a technician. And what does that mean? And also as a next step for our service technicians, likely I would say that they go out to less jobs since the consumer would solve more by their own, because it's cheaper, either by solving it without spares or even sending them a spare that the AI assistants also can explain how they would even mount it.

But I also expect our service technicians to do more than just repairing white goods, actually. If you think about it, the app is an extension now of our refrigerator. So, they need to be able to also repair the app if needed. And also, of course, if the WiFi at home is not working properly, he will also get a question around that. It's usually he, by the way, as of now at least.

Why not have the flexibility in our routes and in our schedules and in also our technician's knowledge, of course with the help of their AI assistant, so to say, to repair other things, and just today the refrigerator, while you're anyway in someone else's home. So, I can also see us broadening that in the future. When this will come. I have no idea. Though I think we will redefine what an Electrolux refrigerator technician will be doing in just five years with all of this. I'm quite sure.

Peter Sandqvist: And what is the tool of tomorrow? Are you maybe having it right now? So, the main tool today, it's the app. What is it tomorrow?

Kristoffer Brun: Exactly. And we're moving away. And who would even answer a question? So, say that the AI assistant is advising wrongly about our appliances. We don't even own that conversation and the technician will likely, once he arrives, likely get questions around that as well, right?

Anna Mezzanotte: Mm-hmm.

Kristoffer Brun: So, I think we're expanding the scope of a technician dramatically going forward.

Sarah Nicastro: I think going back to what I said this morning about the chat I had over lunch at the event a few weeks ago, the questions you're asking yourself about what does the future hold are the same questions a lot of companies are asking themselves right now, which is, "Okay, what does this mean to our business? Yes, what does the future hold, but what are the next steps as well?"

And I think one of the points here is that whatever those steps look like, it would've been impossible to accomplish on a 40-year-old service management system. So, I think that the phase you all are in is the phase a lot of folks are in, which is modernizing your foundational technologies in a way that allows you to be ready to continually innovate from that point forward and figure that out as you go along and as things become clear. Go ahead.

Peter Sandqvist: That's on the technology side, but now we also have... Now the people is also more ready for it.

Sarah Nicastro: Yes.

Peter Sandqvist: So, now the people is more ready for the changes and fast changes. So, we have the foundation now, for sure.

Sarah Nicastro: Yeah. Yeah. And you've built trust, going through that process. You mentioned, Kristoffer, at the beginning, the failed pilot and the learning you had, taking that as an opportunity to do things completely differently, to involve the right people from the beginning, to build that trust with them. You mentioned Denmark, the region with the highest average age of technician, the most experienced, with a 40-year-old system. That's daunting. And they have made it through and they're adjusting, and that means that you did a great job of helping them through that transition. But going through all of that together builds trust for the next layer of change. So, yeah, very good.

Peter Sandqvist: Do you have something more I think-

Anna Mezzanotte: Do I?

Peter Sandqvist: ... to... can share? No, but when we talk about technology and people.

Anna Mezzanotte: If I have to pick up one of the most important lesson learned, I would say that, and again, I'm referring a lot to my IT colleagues here, remember that it's, at the end, it's not an IT project. It's a people project. So, whenever, especially just before go-live, when everybody turns crazy and tense, we all rushes to make sure that we are setting up the landscape to make sure that it's ready for production. But of course, most of the time technology is rushing ahead of people-

Peter Sandqvist: Really.

Anna Mezzanotte: ... and we don't really realize that our user community is lagging behind. So, yeah, always just pause for a little.

Sarah Nicastro: Absolutely.

Most Recent

November 30, 2023 | 30 Mins Read

 What I’ve Learned About Leadership Through My Breast Cancer Journey

November 30, 2023 | 30 Mins Read

 What I’ve Learned About Leadership Through My Breast Cancer Journey

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Sarah welcomes back Linda Tucci, Senior Global Director, Technical Solutions Center, QuidelOrtho, for a vulnerable and inspiring conversation around how she’s navigated a breast cancer diagnosis while continuing to show up as a leader.

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. I'm really excited for today's conversation. I think it's going to be an act of vulnerability in practice, and I have a lot of respect and admiration for my guest today, which is Linda Tucci, Senior Global Director of Technical Solutions at Ortho Clinical Diagnostics. Linda, welcome back to the Future of Field Service podcast.

Linda Tucci: Thanks so much. Happy to be here.

Sarah Nicastro: Happy to have you. Linda was on the podcast. I was looking back, Linda, it was actually episode 83 and we're in the 240s now.

Linda Tucci: Wow.

Sarah Nicastro: It's been a while. What's interesting is our topic in episode 83 was around the importance of mental health in leadership. Here we are, a while later, see kind of an aspect of that same topic, right? I am so glad to have you here and be talking with you today.

I want to let everyone know, Linda and I, I have the good fortune of interacting with a lot of wonderful people, but you meet these people that you just click with and you stay in touch with, maybe not frequently, but certainly over years and years. Linda and I caught up, not too long ago, just as friends. When I asked you about doing this podcast, I was sure to say, "Don't feel obligated."

I am not in any way trying to exploit your personal challenges for the benefit of the podcast, rather, you were commenting on all of the lessons you've learned through the journey that we're going to talk about today. I thought, not only might it be cathartic or empowering for you to share some of those, but I absolutely know that it will be beneficial for others to hear as well. Thank you for trusting me here and for sharing with us.

What we're going to talk about today is what Linda has learned about leadership through her breast cancer journey. There's a whole lot to talk about, and we're going to get into all of it, but before we get into the personal stuff, there's also been a lot of change in the professional side of your life and with ortho. Let's first just talk about that and give people the background of your leadership role, your history in that regard, and then we'll go through that.

Linda Tucci: Sure. Perfect. Thanks again for the platform, even preparing for today and thinking through in itself. Truly lessons learned was cathartic in itself, so look forward to always in our conversations. Just to give our listening audience background, I've started my career as a medical technologist and worked in multiple labs, and I really enjoyed being a med tech. I see them as unsung heroes within our medical landscape.

I moved over to the medical device industry for working for manufacturers of the instruments themselves. All of my roles, past 20 plus years have been in the service side, whether the contact center environment, field service. Now, I'm responsible here globally for remote technical support. We provide technical support to customers using our instrumentation, escalation support to field engineers. I've always enjoyed being in a service for all.

I would say from a work perspective, in just last year about May, Quidel purchased Ortho Clinical Diagnostics, becoming QuidelOrtho. By nature of integration, there was a lot going on at work. It's interesting, if I rewind a bit leading up to that time period in 2020, we were all dealing with COVID, my mom passed, I had an emergency appendectomy, I bought a new house, I moved, and it was just when I felt things were getting, I'm going to say almost acclimated to the new normal, we started an integration and I get diagnosed with cancer and I was stopped in my tracks.

For me, not only as I started to educate myself, I would say the one thing I knew, and having already done some research on breast cancer, is that what I didn't want was triple negative breast cancer because it's trickier to treat. Of course, that's how things unfolded.

Now, we all react to news in a different way, but for me, as someone who leans towards, I would even say I am a self-confessed control freak, it was really hard because I had to accept I had no control. One of the things that was important for me to not only educate myself, but to say, what can I control? For me, that was what went in my body, on my body, how I move my body, and in just to ensure that I was nurturing the spiritual side of my mind and how I showed up in the world became more important than ever in my life. Does that make sense?

Sarah Nicastro: Yeah, yeah. It definitely makes sense, but I mean, that's a tremendous amount of not only change, but objective stress all at once. It's interesting because we didn't prepare for this part of the conversation, we don't necessarily need to talk about all of this, but I think it's really interesting to me how glib sometimes people can be in the comments that they make. I can imagine you had people that say like, "Well, your health is the most important thing, just focus on you." Absolutely, but if you are many people, you're relying on your job for your health coverage.

People say these things, but it isn't quite so easy to separate them out into these buckets and to just say, "My body is in crisis right now and I need to just focus on fighting this one thing." You still have to handle all of those other layers, and it's a lot of compound things going on at once. I can imagine tremendously hard.

Also, I was kind of smiling to myself because I understand, I identify with being a control freak. When you and I caught up a while ago, I shared with you also that I went through a similar exercise in realizing how little we really do control when my son was diagnosed with type one diabetes, because I can't fix that, I can't change that, but I have a feeling you probably jumped right into, "Well, I can't control this thing, so what can I control?"

To your point, I'm going to start doing the research, I'm going to start learning everything I can, et cetera. I think I can only imagine what you've been through trying to juggle all of that, because like I said, it's easy for someone to say, well just focus on you, but in a lot of ways when you're an adult in the world, it's not quite that simple.

I guess, is there anything you could share about how you have balanced things? I'm sure it's been imperfectly, but knowing that a lot of people end up in situations where they do have to juggle these competing challenges, priorities, regardless of what they are, how have you tried to take care of yourself while still taking care of the things that you need to take care of?

Linda Tucci: That's a great question. I could answer in a lot of different ways. First, top of mind, I'll say, in making reference to what I could control and nurturing that spiritual side of me, I think there's two things, just thinking about would've really popped out by lessons learned in this journey. That's one, the importance of the present moment. Also, secondarily to me, is the value of suffering.

We could talk about mindfulness for hours in "Eckhart Tolle, The Power Of Now," and even my own, I'm going to say personal spiritual formation when I was young, really focused on the present moment, but I had the natural grace to embrace it in a very different way almost on steroids. Do you know what I mean? By practicing, being in the moment and doing what I could to be truly present, I'll be honest with you, it's now become so habitual for me to really say, how do I want to show up in this moment?

In this moment, nothing is more important than having this conversation with you and what a joy. I have found that by creating a habit of focusing on the present moment has not only reduced my tendency towards any anxiety, but also has just naturally enriched my sense of gratitude and that in itself, had a positive impact on my life.

I even say that when I look at this world today, there's so much that we could say, but I think we've lost sight of the value of suffering in itself. When you are hit with something such as a diagnosis of cancer, it causes our focus to look inward. There's many ways that you can react to that.

I am just saying for me and the way that I'm wired, I'm blessed because that became okay, how do I want to show up? How can I help others through this journey, because you can read Suffering Leads To Wisdom, while I can't say I've become wiser, I've learned lessons that have, I'm going to say, created a greater sense of wisdom in me. Do you know what I mean?

Sarah Nicastro: Mm-hmm.

Linda Tucci: I think I'm just beginning to really unpack how this has impacted me. I've going through this journey where there've been moments that have been very painful, but to come out to the other side and to see the degree of resilience, sense of humor that just naturally has even emerged more so. I'm not sure if I fully answered your question.

Sarah Nicastro: No, that makes sense. I have a couple things going through my head. When you were talking about focusing on the present moment, I was reflecting on how important that is in so many areas of our lives and how a lot of our angst can be self-inflicted by getting away from the right now. Do you know what I mean?

Linda Tucci: Yeah.

Sarah Nicastro: Whether that's personal life or professional life, I mean, for most people, I think they all blend together. It's oftentimes when you are the most anxious, it's because you're looking so many steps ahead instead of, so if you think about it, work-wise, what do I need to do right now? If I do the next right thing all the time, I'll look back and see that I was going on the right path.

That's not to say we don't need to strategize or be forward thinking in any way, but a lot of times, we're trying to jump through all of these moments of growth and learning to whatever the outcome is. I think same in our personal lives, it's when I feel the most overwhelmed, it's because I'm thinking about things that are really relevant to today or this moment.

I also was thinking of something I read or heard not too long ago, and unfortunately, I don't remember where, but I'm curious your thoughts, if you don't mind me just adding in a curve ball, which is, I remember the point, like I said, I don't remember who it was or if I heard it on a podcast or read it in a book, but it was talking about how oftentimes the hardest things we'll face in our lives, the anticipation is worse than the experience itself.

Not that the experience itself isn't so hard, but once you start going through it, to your point, you're kind of forced to do so moment by moment where the anticipation, you're thinking about the whole big thing. I just wondered if you feel there's any truth to that for you of in your experience, what that's felt like?

Linda Tucci: It totally resonates with me and those lessons of staying in the present, there are some aspects of just even my treatment between the chemo and other aspects of my surgery that were, if I knew what was going to happen to me, maybe well in advance, the anxiety can shoot up.

Now, what I'll say that the resilience that I've built in, even if I know and I do want to know things in advance, I'm not one of those people, "Don't tell me. I don't want it in my head." It doesn't bother me. I know how to control so that I don't allow my mind to spiral out of control, but I place it with the, "I know it's going to happen. It's going to happen at this timeframe. Let me go back into the present moment," because if I lose my joy in the present, there's all this good stuff you lose, and the worry is not going to add value.

What I have found also, and I think you alluded to in the prior question, which I didn't fully answer, was balancing everything because I started really focusing on say, what matters most. Now, to your point, of course, practically work, I need my healthcare coverage, but I also get great joy from work. A lot of my best friends are at work.

There's the element of compartmentalizing, whereas now's the time for me and also lessons learned that I had to say goodbye to some unhealthy relationships I've had with work and that it's okay. I would say on this journey, I think it's not the natural tendency, because I mean, we could just read a newspaper, well, actually are there even newspapers today? We could listen to a YouTube, what's happening in the world, you could easily get overwhelmed.

What I see is the great beauty in the world and the amazing people that I'm surrounded by. I choose joy. I choose happiness. Regardless of how things have unfolded, like I mentioned to you, and I'm comfortable sharing, even though this is really getting transparent, my chemo didn't work. When I got that, I was expecting, "I'm going to do this. I'm going to do this. Check, check, check, and I'm going to get the big prize at the end." That didn't happen. I had a pause, which was almost overwhelming. I was like, "Well, wait a minute. I didn't think this was going to happen."

It was really interesting for me, and it actually took me a while to really dive into that and say, "Huh, are you really committed to the present moment? What have you learned?" I'll be honest with you, that moment of almost devastation, or I can't call it despair, I would call it depression, became a springboard for me.

Then, I realized, well, the reality is I've got this little thing hanging over my head with a high potential recurrence of cancer, but it has made me see the world differently with fresh eyes, with new eyes and I think that's made me a better person to be blunt.

Sarah Nicastro: Yeah. When we think about how these huge changes within yourself and these lessons you're learning really, and then you're doing it all in real time because you're still showing up every day, which is just incredible, but when you think about how those lessons have changed you as a leader in your professional life, what are the points you would say stand out to you the most of show you show up differently as a result of this journey?

Linda Tucci: It is interesting. It makes me think of a story or a moment in time, as I was preparing and looking at what I could control. I told the people at work that I think I needed to or who deserved to know before it became more publicly known.

One of the things that I knew is that I would lose my hair, which was not a problem for me. Some people have a hard time with that. I didn't at all. I just knew that I wanted to control it. As soon as I started losing my hair, I shaved my head proactively because to me, it was empowering. I think people around me freaked out because I was like, "Don't worry about it."

I went to a salon. They never saw me before. "Hey, can you shave my head? Don't worry about it. I got cancer. It's okay." Do you know what I mean? They wanted to be really solemn. I was like, "Hey, I got a conference call in half an hour. Let's move it."

Sarah Nicastro: Can you speed it up? No, seriously, you're just shaving it. I don't need a style, just zzzz let's go. Yup.

Linda Tucci: I had prepared and looked for a wig that looked like my hair because I wasn't ready to go out in public and have people know. I went to a wig specialist and they got me all these wigs that just didn't look like me. Well, the funny part of the story is that I found a wig called disco on a clearance frack that looked just like my messy hair. I started wearing that and people for six weeks until I really then publicly came out of the closet, so to speak, and they're like, "Wow, you lost your hair."

Some people started treating me differently. I was actually, "Isn't this interesting?" Even the ones that knew I had cancer, but something about visually. Now, thankfully, I have a beautiful scalp, by the way. I wasn't freaked out when I shaved my head, but I was the same person. For me, I talk a lot about meeting people where they are, and it really hit me. We don't all wear our wounds externally.

Now, clearly, I'm very comfortable speaking about my experience and not just how I process. I love sharing and hearing from others and learning from our respective journeys, but if I truly want to meet people where they are, I have to make sure that I ask good questions, that I don't jump to assumptions, that I am really looking at them holistically, especially in my roles at work. I would say it takes work. For me, compassion being a core value, it's more important than ever that are my words and actions aligned.

The leaders that I found most inspirational have been the ones that are the most relatable. They're able to share their stories so that connection's made, that what they say has meaning or relevance to me, and that I can count on them. They're trustworthy. For me, even more so, I really reflect on that. How am I showing up at work and am I validating with others? Is this how you're experiencing me?

I would say, what may have worked for me in the past, doesn't work in this virtual world we find ourselves in. I would say that we or those who want to be experienced as leaders have to put the work in. This journey for me has impacted everything because that reflection takes time, but I'm committed to it.

I would even say I'm giving more time to being reflective to say what in the work environment has the most value? Who can I fire from my life, so to speak, because it's a brain drain as opposed to a value add, what meetings and I've done, I continue to do a cleansing of sorts.

Sarah Nicastro: I like that. I shared a couple of days ago on a customer community group I was running that, I was at a conference a few weeks ago, and I was talking to this woman from Electrolux that I presented with, and we were just chatting about a lot of different things, but she was sharing that she had recently incorporated this practice where on a weekly basis, on Fridays, she writes about one thing that's given her energy throughout the week...

Linda Tucci: Nice.

Sarah Nicastro: ... and one thing that's taken her energy throughout the week. Then, she can reflect on those things and determine how to do more of one less of the other. I think that's a great sort of process, and going through something like what you're going through, just really emphasizes the importance of not wasting your energy on things that are just not valuable to you, not enjoyable to you and not necessary.

One of the things that I loved is when we chatted about this, you mentioned that pre all of this, you can correct me if I'm wrong, but I think even pre-COVID, which changed everything for a lot of people, you said that you would always conduct a practice of reframing your leadership every other year or so. Then, obviously, this experience and the collection of experiences over the last few years have led you to maybe do so more frequently.

I just think I love that idea. I think it's something that a lot of people could value from hearing more about, because quite frankly, I think there are leaders in place that haven't reframed their leadership ever, let alone at any regular interval. I'm just wondering if you could speak to one...

Linda Tucci: Sure.

Sarah Nicastro: ... the importance of that, but two, anything about what does that process look like for you?

Linda Tucci: Cool. Well, the genesis of that was 20 years ago, I had an opportunity. I applied to become this head of service at a small company I was at. I thought I was the obvious choice. Maybe I was a little cocky back then, and yes, guilty as charge, but thankfully, I knew enough to go around and start asking, "Why do you believe I'm not being selected? What could I be doing differently or why do people not see me in the role?"

I'm so grateful to that younger version of myself that I responded to the feedback. While the specifics don't matter, it was as simple as there was a critical initiative happening where I had an impact to. I took that feedback and I said, "You know what? I'm going to show up differently." Within a matter of 72 hours, I was promoted.

Sarah Nicastro: Wow.

Linda Tucci: I was like, "Wow." Now, I'm an adult well into my career at the time and thinking if I really ask for tough feedback and I commit to change, and I focus on leveraging my strengths and realizing some areas of weakness may never be able to be developed because I'm so lacking, how do I mitigate that gap, I can actually be more impactful in the world. I'm thinking like, "Well, I'm going to do this all the time."

What I started over time, is every year I redid my resume so that I was reflecting on how I show up on a piece of paper, but I would also ask others for feedback, and especially from people that I knew would tell me the truth, even if I didn't want to hear it. I would also talk to people who I know did not either, I'm going to say, appreciate my style or who I would have found myself in most conflict.

I think this exercise of just saying, "What strengths will I continue to shine or continue to build on?" There are some gaps in my skillset, I'm never going to be able to fill, nor do I need to, but what I found is little different tools and a couple of things.

One is DDI, the global consulting firm, I think back in 2010 at least, that's when I remember that coming across their global leadership forecast survey. I loved it, which is a global survey, and it really talks about leadership today and what is needed for the future.

Every time that survey comes out, since then, since 2020, I'm like, "Yay, I have to now stop and I have to pause," and I have to look and say, "Anything in my leadership arena that I need to work on," I actually, I could be a poster child for them. I should send them a note of thanks, because I actually believe it's been extremely impactful.

One year when they were talking about how we live in this world of VUCA, volatility, uncertainty, complexity, and ambiguity, and just the skills that we needed five years earlier, are no longer those same priority. I reacted to that or even now, I love the fact that 2023 survey that came out March, I think end of Q1, talked about the importance of self-reflection because trust is being eroded in the workplace. Leaders have to look at how they're being experienced. I'm like, "I could have written this survey myself."

Now, the other thing too, and this comes from Bob Kelleher who has a employee engagement firm out of Boston, and we talked about always doing stay interviews. We always have these exit interviews, but we don't interview people while they stay. I would consciously say to myself, "Why am I staying here?" Do you know what I mean?

Going through that, I think has enriched my professional development and also allowed me to stop focusing on things that I just know are never going to improve. You know what? That's okay. It's about being self-aware enough to say because I have this gap, I need to plan to mitigate it.

Sarah Nicastro: Right and realizing that leadership today doesn't mean you're, I mean, I think there's this old school version of the leader as the controller of all things, the smartest person in the room, you have to know everything, et cetera. I mean, leadership today is you have to be a lot more humble. You need to accept the fact that you're probably not always the smartest person in the room, and that's okay. You don't have to know everything. You just have to be able to bring together talent and lead well.

I think that's really interesting, and I love that it's a combination, your reflection process of your own experiences, the people closest to you that you're working with, but also looking at these trends and analyzing what's going on in the rest of the world so that you're not staying too narrow in your own day to day. I love that.

The other thing we talked about, Linda, is needing to pull back on some of the things you were doing to conserve energy for this personal journey that you're on. I remember actually the first podcast we did together, we talked about when you went through your mom passing and you needed to get better, asking for what you need and saying what your truth is, and not being ashamed of that or feeling you need to apologize for it. I'm just curious how you did that through this journey. How did you continue to ask for what you need to look for the things that you could let go of too?

Linda Tucci: It is interesting because I just think especially being in a service role my entire career, it's so often that we default to, yes. I earlier mentioned looking at those relationships that I could remove from my professional life and actually even personal people that were not enriching me or my experience. Then, also saying, "Well, what can I provide to my organization," that a little bit more rigor around governance was something we identified. It's not perfect yet, but we've been working on it.

Then, also too, delegating in a way that I could be okay with allowing things to crumble and really not, it's my own ego that would want to go in with my mighty mouse move and save the day, but to let it go as long as there were lessons to be learned from that and that it was okay. For me, that was really a lesson to understand that the importance for me is to make sure the organization is sustainable, has a clear vision, and is resilient in the event of failure. I think I realized that in a new way that felt liberating and perfection is just unachievable. What is good enough?

Then, I would also say that there's the aspects that I think might've been unhealthy in my relationship to work. I do think that I can blame my parents for this, or I can thank my parents for this, as a child of immigrants, I just have a work ethic that's off the charts.

For me, it's acknowledging my own humanity that for me, my own mortality, I had no choice. I had to focus on myself, not only so that I could live and grow and be healthier, but also too that it was okay that I could let go because my team, I learned through this process that not only is my team great, they're exemplary. Do you know what I mean?

When given challenges, true characters forged through adversity, my team is just awesome. The days that I am the weakest link in the chain, they carry me. Do you know what I mean?

Sarah Nicastro: Yeah. I think we talked about, I remember this being a big point in our conversation because we were talking about how today, empowerment is such an important leadership skill because we want talent not just to be doing what we say to do, but to be making those choices, taking ownership and learning how to do things in their own way and how this experience sort of, not that you don't, I think you already knew the importance of that, but there's a difference between knowing it's important and embracing it halfheartedly, but still being there to be like, "Okay, but blah, blah, blah."

Then, really knowing you have to let go because you just can't be as involved as you were before. Then, seeing like, "Oh my gosh, they might not have done it the way I would do it, but they did a fantastic job." That's empowering for them. It's freeing for you. I think it's a good point in the sense of taking the talent you have and leaning into them a bit more because it's a great growth opportunity for them. It's a good way for leaders to kind of refocus their efforts on things that require that energy instead of things that people are willing to lean on them for. That's interesting.

We also talked about the acute awareness of the need for empathy, vulnerability, authenticity, and kindness. These are traits that I would use to describe you always, but I know that they have become even more important to you and also helping bring them out in other people. I guess, what comments do you have on where do you think leadership is today in embracing those traits?

Linda Tucci: Interesting. I would say my own personal experience. I've always been told, and I think I'm just a naturally compassionate person, and I'm not afraid of being vulnerable, and I actually think it's one of my superpowers, to be honest with you. I'm a big Brene Brown fan, and she who highlights the value and vulnerability is courage.

Personally, my experience has been even when I thought maybe there's a line or does it make sense to share, I'm going to say, a personal flaw even, I've only had positive outcomes from that because then people, when you model that behavior and you create an environment that's safe, it triggers the courage and the others to act the same. I think when you talk about leadership in that space of compassion and authenticity, and it's more important, I believe than ever, it's always been important. It's more important than ever.

I've been reading, well, I think I'm reading five books at once, which is one of the problems that I have, but Gallup's Blind Spot: The Global Rise of Unhappiness and How Leaders Missed It or something like that. We have this epidemic, this hidden epidemic of unhappiness. We spend so much time at work, I think it becomes increasingly important as leaders, what's the environment that we want to create and how do we model that behavior?

I think there's, when you give clarity and you set ground rules that you are modeling the behavior, I always say to my team, mutual respect is the price of admission to our team. If people are out of bounds, we call them out on, "By the way, I am human and I'm Italian, so I can say crazy stuff," but then you self-correct? I assume good intent, but I think if you want to be experienced as a leader, then you have to say, "How am I impacting the other?" You can either drain them or you can inspire them, and I choose the latter.

Sarah Nicastro: I think that's part of who you are. I think one of the things that's really interesting to me about these traits right now is empathy, vulnerability, they've almost become buzzwords to the extent of people know they're important, but I think authenticity to me is where there's a distinct difference between using empathy and vulnerability to your benefit versus being authentic in using them because it's part of who you are and because you care and because, you know what I mean? Not that there isn't also benefit, right?

Linda Tucci: Yeah. Yeah.

Sarah Nicastro: I guess, to your point, it comes from that intent. Are you trying to check a box on these things because you think it'll help you get a certain outcome or are you doing, are you leaning into these things because you know that they're important as human beings? Does that make sense?

Linda Tucci: Well, totally. I like the definition of leadership where we talk about influence, inspiring, helping others to achieve their goals, build their skillset. I think sometimes people try to act what they think authentic means, and then it's the opposite. Like, stop doing that. I've seen people maybe even, and I believe it's a compliment, try to maybe mimic my style.

Well, it's me. Do you, don't do me, because you have to be true to yourself and your core values, and it's an area too. I find it interesting when I ask people, "Well, what are your values? What are important?" They can't answer. I'm like, "How can you not answer?" Then, you don't know how to live authentically because that means being true to your core beliefs, et cetera.

When people say to me, "Well, I want to be a leader," and then you get down, you realize no, they want more money or they just want a title. When asked, I tell people, "I want to be experienced as a leader so that I can inspire people, influence them, bring them together around common purpose, marry a passion and purpose so that people feel valued." Did I help people bring their best self?

It reminds me of a book that really impacted me, Liz Wiseman, love her. She's so inspiring. Her book, The Multipliers, she says, "How the best leaders make everyone around them smart." Whereas, also too, you can be an accidental diminisher. You could diminish others. What do you choose to do? You already said it, right? We're not always the smartest person in the room. Sometimes, we may just think we are, but we're not, right?

Sarah Nicastro: Mm-hmm.

Linda Tucci: Do you multiply the smarts of the folks around you? That's something that resonated with me when I read that book and remains with me today, because sometimes, because I know this may shock you, I have many annoying habits, and because I process out loud, you know what I mean? I'll have to, it drives people crazy, but I know the form by which I'll say, "Hey, do you mind if I process out loud because that's," you know what I mean? To make sure that I don't derail unintentionally. Anyways, I went around in a circle. I'm not even sure if I answered the question.

Sarah Nicastro: Yeah, no, you did. I think the other point that you made is especially related to the world of service, is an important one to just think about, which is, are we promoting people into leadership roles as a reward for being a strong individual contributor, or because they want a promotion, or because they want more money, and that's the easiest path to give it to them, or because they have the capability and want to be leaders, because I think part of the problem with those who are not very effective, is they maybe weren't really built for that, and they were then put into these positions that they're not strong in because it was the next right path, not because it fit them as people.

We talked about how all of these reflections that you've had, and the course correcting your own leadership style has made you think about leadership as a whole and what it even really means today. I know nobody has all the answers, but would you mind sharing what your view is today?

Linda Tucci: Yeah, I think I'll just build on even what was just stated. One, I think when we do see or uncover folks that may have been promoted to a role not well suited, we need to move faster because we're dealing with people. I get frustrated when we move too slow in that arena, and I've been guilty of that myself, but sometimes more damage can happen.

At the end of the day, it's better for the person to be placed appropriately because if indeed, we want leaders to be able to inspire others and able to align so that you can execute on strategy that have to be effective, I think you have, I would say, at least in my circles and talking across the medical device community, we're all having similar struggles.

I think it's commonplace turnover. People reframing what their purpose is or what they see, passion and purpose post-COVID or what's important to me may have been different. Your leaders have to grow concurrent with the changing environment. I think that that just doesn't happen naturally.

Even if you were very effective in a time and place, if it doesn't happen naturally in your organization, which I actually think organizations are severely lacking in how they look at leadership development itself, that's why I highly encourage people to look inward at their own impact as a leader. I think that whole EQ piece in the equation is more important than ever before.

At the end of the day, we all have our different styles, but we need to show up and know what we're good at, what we're not good at, in order to be able to be effective and not play a, it's not an act. I'm in my leader role. Do you know what I mean? Show up and be who you are. By the way, if it's a jerk, please leave. You know what I mean?

I always tell people, you know what? Don't wait for the promotion. Don't wait for the title. Lead from where you are. Well, that doesn't mean, learn the skill of leading through influence. Learn the skill, really bringing people together, moving and helping. I always say, "Make your boss look good." Do you know what I mean? That's actually a good career move because that takes you out of yourself, but also brings you aligned to a common goal, and that can be healthy for the organization. It's a journey.

Sarah Nicastro: Yeah, for sure. Speaking of journeys, I know yours has been challenging and a lot of growth, a lot of learnings. We obviously wouldn't wish a cancer journey on anyone, but I guess, closing thought, what's anything we haven't touched on or anything you would just want to reinforce to people through this journey that you're on that you would want to impart if people are open to listening?

Linda Tucci: Sure, sure. Yeah. Maybe it's kind of like summation, the first thing that comes to mind when you say that is that first step for me is that if you haven't built a solid support system, you need to work on it. It doesn't mean your hundreds of acquaintances or friends about who are those people that are going to carry you? Who are those people are going to sustain you? Who are those people going to tell you the truth, even if you don't want to hear it? That's the number one thing that is necessary.

I say, secondarily, clearly, it's a theme in this conversation, the importance of self-awareness. I can say because of the good habits that I've established for years, and I'm still learning all the time, it's allowed me to see this experience as a learning journey and embrace it. There've been moments where I've fought a degree of depression and we talked about that, but they've been fleeting and I can honestly say, not one moment have I been bitter or really experienced despair, and I'm blessed by that.

You can't define yourself by work or an illness, it's just part of you as the whole. For me, there's the aspect of really get to know who you are, what's important, what you should be working on, what you should be letting go of. You know what I mean? I think that's important. I would ask a simple question, probably, do you complain more than you contribute? If you do, go back and get a support system that's going to tell you the truth so that you can go back and work on it.

Something that's just been part of this for me is that what would your thoughts be on your deathbed? Do you know what matters most to you? What your core values are? We've talked about what does living authentically really mean, but you have to do the work. You know what I mean? If not, go back and get a support system who will tell you the truth, right?

Sarah Nicastro: Mm-hmm.

Linda Tucci: Anyways.

Sarah Nicastro: I appreciate it so much. Linda, you're an inspiration today and back on episode 83 and every day to come. I am so thankful for you and honored that you would come here and have this discussion with me and with our audience. Thank you so much for sharing the lessons you've learned, sharing yourself authentically with us. It's an honor.

Linda Tucci: Thank you so much, and I want to thank you for this opportunity and also allowing me this forum to share my story. I would just say a final thought on those who may be listening, fighting the same battle, you're not alone. Have courage, and I can say that I'm praying for you every day.

Sarah Nicastro: Thank you so much, Linda. Really appreciate that. If you want to go back and listen to Linda and I's first conversation, it's episode 83. You can find it at futureoffieldservice.com. 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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November 22, 2023 | 12 Mins Read

 Field Service Connect 2023 Recap

November 22, 2023 | 12 Mins Read

 Field Service Connect 2023 Recap

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Sarah gives a synopsis of what stood out to her most from the presentations and discussions at Field Service Connect in Denver, CO last week.

Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. This week was my last travel of 2023. If you can't tell, I'm pretty excited about that. Looking forward to being home for a bit and spending time with my family for the holidays. But I had the opportunity to head to Denver, Colorado for the WBR Field Service Connect event. And in today's podcast, just wanted to share some of the things that came up at the event that were things I took note of, things that stood out to me, things that I thought were good points.

I want to make the comment that having attended a lot of these events, not only this year, but over the last number of years, decades actually, sometimes what stands out to me might be a little bit more nuanced than what would stand out to someone else. I mean, obviously we all take different things away from these conversations, but what I mean is sometimes it's these little light bulb moments that stand out to me more because I've heard conversations quite frequently on similar topics, if that makes sense. So the notes that I took are in no particular order. I'm just going to go through some of them and share. So Mark Scherzer, who is the event coordinator of the Field Service Connect event, actually shared a story in between sessions of a billboard that he had seen. I can't remember the company, but the billboard said, "AI took my job... To the next level."

And this stood out to me because I think it came up in multiple conversations, panel discussions, workshops, et cetera, that obviously companies are all working toward optimizing their operations and looking for ways to automate certain tasks, looking for ways to better leverage remote service, self-service, AI, et cetera. And we know that there can be this fear among field technicians and other service employees, that those technologies or that technology will take their jobs.

The conversations I have are far different than that. The conversations I have are with leaders who are battling to find talent at all, certainly to find talent at the pace that folks are retiring and set to retire. And so they're really not striving for a world where they aren't doing field service at all, or they are trying to get rid of things. They're really just looking to work smarter. And so that wording I thought was really brilliant, in thinking about how we need to communicate the role of these technologies to our teams. And frame it just that way, that, listen, AI and these things are not here to take work from you. They're here to take you to the next level. So I really like that. Kind of an interesting little ad that Mark threw in that really stood out to me.

I led a session on Tuesday talking about the differences between change management and change leadership. I'm not going to get into that specifically on this episode because I think I could either do an episode dedicated to what I shared, or share that in an article or a different format here on Future of Field Service. But I led that session and had some good feedback on it. Obviously, we know change is a topic that comes up in every conversation, and I think it's just a way to sort of reframe our thinking around how we navigate that.

Haroon Abbu, who is with Bell and Howell, had a couple of great presentations. The one that I sat in on was Uncovering the KPIs and Metrics That Enhance the Performance of Your Service Operation. And this was a combination of Haroon sharing some of his thoughts, but also an interactive discussion among the audience. And what was interesting to me is that there was some things that came up that you would expect; first time fix, mean time to repair, but there was also some discussion around those more traditional metrics, and debate around do they represent everything we're trying to do? Do they tell the story of success in the way that they did historically? I thought that was interesting.

And then there was also some KPIs that came up in discussion that I think we really haven't heard much before. For instance, looking at how many hours of allotted vacation technicians took in the last year and thinking about that from the lens of their work-life balance and possible burnout, et cetera. And so I loved that those things are being incorporated, and I think that the conversation lended itself toward the need to take a more holistic view of how we define success and what aspects of performance we're really trying to enhance. So really liked that.

The same day I led a panel discussion on remote and self-service with Jeremy Scholl of Dish, Matthew Kohut from Lenovo, and Sequoia Murray from Baker Hughes. And we talked about where each of those organizations are in their use of remote and self-service. Obviously three different industries, three different types of use cases, but they shared a bit where they are and also where they see their organizations going. And then we just sort of talked about the landscape as a whole, what we expect to see over the next 12 to 18 months, et cetera.

So I think some of the things that came out of that discussion are, number one, the need to meet customers where they are. We talked about the fact that most companies that are serving the public have customers that range significantly in age and therefore typically preference of how they communicate and interact with these organizations. And so while we most likely want to strive to adopt more sophisticated technology and look for different ways to promote self-service and incorporate remote service, we have to be careful that we don't ostracize any of the customers that aren't ready for that or just won't embrace that.

Ensuring the experience is smooth, so this came up when we really talked about incorporating more AI into remote and self-service and the need to make sure that we are protecting the customer experience as we innovate using those technologies. We all know we've had experiences that are smooth and experiences that are not that are automated. We talked about, as I mentioned with the point Mark brought up from the billboard, mitigating technician anxiety or concerns, and really just how this use of remote and self-service is going to continue to evolve as AI is layered on and embraced, et cetera.

Stephen Goulbourne of Mettler Toledo, who has been on the podcast before, led a session on, it was A Candid Conversation on Assessing the Outcomes of Your Technology Investments. And I really liked that, number one, Steven was willing to get onstage and share honestly about his own experiences and some of the missteps and successes, but also folks in the audience contributed to that conversation as well. It was funny, because I actually had a chat at lunch earlier that same day with a company, a service leader at a company that is really struggling with what I would call their technology debt. So they have an older, incredibly customized solution that is just proving really, really difficult to get away from. And they know they need to, but they have so much time, money wrapped up in it, and making that decision to move forward, it can be really challenging. And so I think it's a really interesting topic to have some open discussion on.

Adam Gloss gave a keynote on day three around hiring and retention, and this again is a topic that comes up at almost every conference. So what stood out to me could be different, but he talked about pathway building, and meaning, creating partnerships with different organizations to help funnel folks into the company's apprenticeship program. Now, the concept obviously isn't new. What was really interesting to me about the examples Adam shared is one, some of the level of detail, but also the level of commitment. And so I think this is sort of along the lines of, you get out of it what you put into it. So I think a lot of companies would say, oh yeah, we partner with tech schools or we recruit from the military, this or this.

I think what McKinstry is doing is really putting time and money into supporting these organizations and building not just cursory partnerships, but real relationships to help the organizations themselves, but influence the community on the potential that exists within service. So a couple of examples were they have a STEM Academy, which is an afterschool program for middle school students that they fund, and they actually send technicians there on a regular basis to engage with the children, to talk about their careers, and those technicians are on the clock to do that. They're paid to do that, and I think that's a really good tactical example of having an impact.

He also spoke about, I don't remember the specifics of the award that McKinstry won, but they had the opportunity to send someone, I think, to the White House to introduce Vice President Harris. And when they were considering who best to send, the CEO of the company asked Adam, "Who do we have as a field technician that's a woman that we could have go and speak? Because this seems like a really great opportunity to show girls and show the world that this isn't just what they might have a preconceived notion of." So they had, I think she's 23, a technician named Cameron Bowers go and speak. Adam mentioned that her comments are on YouTube, so I'm going to try and find those, and I'd like to look into this a little bit more, but I thought that was just such a smart moment of taking an opportunity to think about how to have an impact on people's perception of what a field technician is and that relatability.

Adam shared a lot about how McKinstry really struggled with employee engagement during COVID. They actually had 15% turnover. And since then, they took that as obviously a point to really dig into it and figure out what was going on, what they could do differently and do better. And they have reduced that to 1.5% and held there consistently for quite some time.

One of Adam's personal learnings that I don't think he would mind if I shared is that he realized that the field technicians during COVID felt very isolated. So most of McKinstry's staff was working from home, but obviously the field technicians are still in the field. They're at risk, and they felt really alone in their roles. And so Adam felt badly obviously, that he couldn't do a lot of the things he would typically do to engage with those workers. He couldn't do ride-alongs. He couldn't go and visit them. But he had a technician ask him, "Why didn't you just pick up the phone?" And he said it just was such a moment for him, because there is no reason. It's just he didn't think of it. And so thinking about how to be intentional in how you're connecting with your teams was a huge learning for them. Also, creating cross-functional groups to work on eliminating silos, increasing empathy among functions and among employees. So some really good points in there.

Adam was followed by Ty Parker, who was formerly with Pitney Bowes, and Ty talked a lot about, you can't have a positive employee experience, which he believes and I agree leads to a positive customer experience, without strong leadership. He talked about how leaders sometimes lose track of the importance of caring, and he talked about the need to ensure we're focused on that and also focused on having fun, and he talked about putting fun back into the business.

A couple specific points he gave that I thought were really good were, he said as a rule, he always started every single business review with people discussions first, because he said number one, it illustrates the importance of it. And number two, it ensures that if it isn't the last thing on the agenda, you're protecting that it doesn't get rushed through or missed entirely. Pitney Bowes did a thing he shared called Cultural Conversations, where they had different leaders get together with different folks and talk about, really call attention to cultural differences, particularly in communication, so that leaders understood that when they're looking to connect with their teams, they know they can't do that with everyone in the exact same way, and they understood some of the things that from one culture to another would be the norm or would be things that maybe could be misinterpreted, or approaches that would work particularly well, et cetera. So really just increasing that insight into those differences.

And the other thing he talked about that I loved is he said, when you think about employee experience, make sure you're also thinking about the experiences you're creating for your employees' families. Okay? So the example he gave is that they actually created a call center and field technician incentive trip, where the employees that met those goals and their families were taken on a trip. Obviously I love this because we talked about this, I've mentioned this before. You see this with sales leaders. You don't see this with service teams. And so if we're looking to reinforce the impact they have on the business, why wouldn't we do this? So I love that. But I think there's also the point of thinking about those experiences if they're not positive, right? If you have employees that are stressed and they don't feel appreciated and they don't feel valued, they're taking that home with them. So making sure that you really think about what the experience is you're creating, not only for your employee while they're on the clock, but for them and their families when they're not. I love that point.

There was a panel after that on hiring and retention that was moderated by Adam of McKinstry and also featured Brian Craft of Alcon, Brenda Kahl of Illumina, and Cathy Klein of Sensormatic. There was quite a few things that came up in this discussion that I would expect to come up. The importance of employee engagement surveys and following up on feedback, the importance of having career paths and career ladders, the importance of course of communication.

One of the things that really stood out to me is Brenda shared that at her company, Illumina, they have reached 35% female technicians, which is, I have no idea what the average would be, but I know that anecdotally from the conversations I have, that's really high. And one of the ways that they've done that is she said they made the decision to phone screen every single female applicant no matter what qualifications they do or do not meet on their application, because it's proven that women often under represent themselves. I just thought that was such a really smart thing to do and really good point, and it's a way to take something we know is true and combat that with action. They did unconscious bias training. They've created Lean-in support groups for their female employees and also sponsors and supporters of those female employees. And she said they also focused on making sure they were having one-on-one discussions with people who were negative toward or resistant of these efforts. Adam also shared that at McKinstry, every single employee of the organization has a diversity goal as part of their annual review. It's a goal they set themselves because obviously some of those employees have teams, some don't, et cetera. But it's a way to ensure that everyone across the business is focused on having a positive impact, which I really liked.

So I know that was a little bit all over the place, but those are some of the things that came up that stood out to me. I was actually only able to be in sessions at the conference for part of the time, so I certainly didn't catch everything, but enjoyed what I did. I chatted with some folks that commented that coming to events like these help them feel connected, less isolated, reassured that they aren't alone in the challenges they face, which is input I've shared that we've received at the Future of Field Service live tour events as well, and I think it's really a big part of the benefit of coming together like this is not only to share information, but to have that sense of community and connection.

So that was Field Service Connect. So that will be, I think, the last event recap of the year, but we have some exciting end of year and look ahead at 2024 content coming for you all. We'll also have information soon on the 2024 live tour, so stay tuned for all that and more at FutureofFieldService.com. The Future of Field Service podcast is published in partnership with IFS. You can learn more at IFS.com. As always, thanks for listening.

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November 15, 2023 | 25 Mins Read

Shifting Focus from Customer Service to Customer Success

November 15, 2023 | 25 Mins Read

Shifting Focus from Customer Service to Customer Success

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Sarah talks with Mark Hessinger, SVP Global Customer Success at 3D Systems, about what it takes to break down silos within the service lifecycle and truly create a customer-in, customer-centric organization.

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

Today, we're going to have a conversation about shifting focus from customer service to customer success. I'm excited to have on the podcast today Mark Hessinger, Senior Vice President for Global Customer Success at 3D Systems.

Mark, welcome to the Future of Field Service podcast.

Mark Hessinger: Thank you, Sarah. Thanks for having me.

Sarah Nicastro: Yeah, thanks for being here. So, before we get into the meat of the conversation, just tell everyone a little bit more about yourself, your background, your role and what the company does.

Mark Hessinger: Okay. So I'm Mark Hessinger. I'm responsible for Global Customer Success at 3D Systems. 3D systems, we make solutions for additive manufacturing. We make printers, the materials, the software, and have services and support, so the whole solution for a customer going into additive and that in the plastic space and the metal space.

I've been with 3D systems almost seven years now. And over my career worked at several different companies and I've had the opportunity to work with customers in many different industries. So, a lot of global experience in working with customers and trying to help companies move forward in taking care of customers.

I enjoy listening to customers, getting feedback and solving messier problems. And then I also like to share what I've learned and know so I'm glad for this opportunity to speak with you today.

Sarah Nicastro: Yeah, I'm glad to have you. We've run into each other many times on the event circuit. So this has been sort of a long time in the making. And so when we connected to talk about doing a podcast together and we were kind of thinking about, "Okay, what should we discuss," one of the things that came up is you have a fairly recent change in your role from SVP Global Customer Service to SVP Global Customer Success.

And so, what we started chatting about is how that shift in a lot of ways is reflective of your view of service and I think also kind of the way things are evolving and where things are headed overall in a more holistic approach, if you will. But you called this in our conversation the customer in view. So, can you tell us a little bit about what that means to you, why it's important and what you feel that shift from service to success means?

Mark Hessinger: Sure. There's a few things in the way we think about things and where we go after things when we make that shift. And it's changing the way we think about customers and what we're doing.

So in service, you typically think, "I have an issue, I resolve it, I've done my service." But in success, "Okay, so we have an issue, we resolve it, but did we achieve the goal for the customer?" For example, in 3D printing, a technician could say, "I fixed the printer, the printer's working," but is it making the parts properly? Is the software still working? Is the entire solution working for the customer? So thinking that way is a change in how you're approaching the customer.

It also takes you then from a more short-term perspective, "I'm resolving an issue," to a longer term perspective, "I'm helping a customer, can they achieve their goals? Are they going to be productive? Are they going to recommend us? So, I'm not resolving issue, I'm making sure they're hitting their goals."

And then also, as we have more of the functions now in success, we have the hardware team, the software team, materials and consumables, training, everything for the aftermarkets, we still can't resolve everything all the time with our team. So we have to make sure we're thinking more holistically and cross-functional. And the team knows it's their responsibility to make sure the customer is successful. So, they will need to pull in any resource in the company to make sure we achieve that goal.

Sarah Nicastro: Yeah, that makes sense. And I think it makes me think of a few things. I think that breaking down those functional silos is really, really important to the customer experience and the customer relationship.

A while back, I had Bob Feiner on the podcast from Dell and he talked about ... I loved his analogy like, "Think rings, not trophies." So, we shouldn't have teams that are trying to be the MVP of the service lifecycle. We should be working together to make sure that we're winning those Super Bowl rings or World Series rings on the overall experience.

The other thing that makes me think of though is how it aligns with the shift to delivering outcomes and where that means different things in different industries and people are at different phases in that journey. But the idea that customers today demand more and you're focused on, to your point, whatever that success looks like, it could be uptime and what's tied to that for the customer, it could be something else. But it's this outcome you're driving for them versus just making good on your commitment to come and fix something when it breaks.

Mark Hessinger: Yup. So first, just Bob's comment, "Rings, not trophies," previous company, Gerber Scientific, I moved from the EMEA team to the global team. And I moved to the US, everybody was talking about this one person in service that was winning trophies. He'd go in. He'd fall asleep with the customer. He'd spend all his time. And the team was surprised when I moved him into engineering very quickly and they're like, "Why'd you do that?" I said, "Because everybody becomes dependent watching him win a trophy, they're not working as a team to get the ring."

So, it's part of the team development in making sure you have the right players together to get to that outcome. As to the customers on their outcome, years ago, the conversation was around the service contract and fulfilling a service contract. Today, it's more progressive, advanced customers, it's uptime. They are producing and they don't care what the issue is. They don't care about your response time. They need to be making parts at a certain rate and that is their goal.

So it's aligning the achievements to be able to make sure we're talking the same language with the customer and we're not talking about we'll be there within two hours or whatever. It's you're going to be able to produce parts. And it's also in some of our industries like Formula 1 racing. We know their schedules and when they need to be doing things very aggressively. So we make sure that we have the right resource to support them. And there's other parts of the schedule where they're not as busy and we don't have to be as quick.

So, it's understanding how to manage to help the customer achieve their end outcome.

Sarah Nicastro: Absolutely. And so, we spoke about the fact that one of the foundational elements of being able to do that is getting better at understanding our customers.

Mark Hessinger: Yeah.

Sarah Nicastro: So, where it used to be, "Hey, our offer is we'll sell you this and when it breaks, we'll come and fix it." We're not really living in that world anymore. But to understand how to achieve success in their eyes, you have to know what is important to them. So, how do you do that at 3D Systems?

Mark Hessinger: There's a number of touch-points we have with customers. We try to collect information. The one I like the most but is also the difficult from time is just sitting down and talking with customers. So I do that, but I can't meet all of our customers unfortunately.

So, listening to customers is very important and the listening part is important. I've had some meetings where I take a salesperson with me and the salesperson feels they got to be talking the whole time. I was like, "No, calm down. You can pause and then the customer will just start talking and really explaining." And you're not talking about your products and services, you're talking about their business and what's important to them. That's the conversation you need to have to really understand what you need to do to help them.

We also survey our customers. That gives another data point. And then we will extensively look at our data, how customers are using our systems and products. We take that information. And then, we also add information that we want to capture from different customer sites on field service debriefs there at customer sites and where allowed by the customer. They will give us information if they're using a competitive product or not. And that's where I say we're allowed because they have to make sure the customer's okay with passing that information through.

But it's finding those different touch-points and collecting that data and trying to then assimilate that and find what are the priorities short term and long-term, because we need to take care of some short-term things, but we need to make sure the long-term is aligned to the vision that we're driving and we want to get to.

Sarah Nicastro: Yeah, okay. So, let's say foundationally, you know you need to do a better job of really understanding the customer's businesses, the customer's objectives, really what they're trying to accomplish.

To your point, you go into those conversations talking about what you can do, you miss the opportunity to learn so much more of what you could do because you're busy talking, right? So, that makes sense. But then I guess the next kind of block in the foundation is becoming easier as an organization to work with, right?

Mark Hessinger: Mm-hmm.

Sarah Nicastro: So, as you understand how they're viewing success better, being open to evolving as a company and restructuring, reorganizing, changing processes, whatever it is to really take the burden on of streamlining some of the complexity that goes into ultimately delivering that success, right?

So, can you talk a little bit about the changes you've had to make there? I know we talked about the negative impact silos can have and I know that's part of the change in your role. But how have you worked to become easier for your customers to do business with?

Mark Hessinger: Yup. So on the silos terms and I don't think there's any company that designs their organizations that were going to create x number of silos. But silos exist just the way companies operate. And they're not intentional but you need to be able to identify them and best ways are from your customers or from your employees.

So, in the early years I was at 3D Systems, I would visit customers and they would say, "I have to talk to someone in your team for hardware service. I talked to someone else about software. I talked to someone else about materials. I talked to someone else about my next printer."

Time and time again, hearing from customers we are difficult to work with. They don't necessarily always say it that way, just, "I'm doing this. I'm doing that." And you can just hear their confusion. And some even say, "I don't even know where to go. What do I do? How do I order materials?" We have broad portfolio of materials and it's difficult when you hear from a customer that they don't even know how to order.

So, it's taking those things back. And then as you said, so then you come back in the company and I think ours is not different than a lot. People just don't say, "Okay, let's just change everything around and make it easier." So you have to present that market, that perspective.

But the change happened for us when we did an organization change. A pretty significant new CEO joined and designed how we're going to do with the business units. And then it was like, "Yeah, we should put together these different functions in the customer success team and call it the customer success team."

So sometimes it will happen slowly and naturally but I think more times, you need something that just spurs you need to change and the company says, "Okay, we're going to try something different."

And if you can point to examples where it's been successful, it helps you also say, "Look, this is something that's been proven and it works," if you have key stakeholders as customers that you can reference and say, "Here's what Sarah told me. She's told me these things." And I think we can address them. It's not just saying, "Sarah told me this," but, "Sarah gave us this input. Here's a potential solution," and reinforcing that.

So eventually, I think you can get to where you need to be. But customers aren't going to wait, right? You have to start making progress. So, whether we are together in one organization or separate, it's still important to communicate to our teams, to listen to the customer.

And I've been in customer meetings where the service manager said, "Oh, I'm not responsible for that." We had a conversation after that meeting, said, "Yes, you are." We kind of course-corrected in the meeting, but that learning experience that, yes, you don't own that particular task, however the company does and if the customer's asking you and you're in front of them, you can say, "I will take that issue and I'll get the right person to talk to you." And those baby steps I think makes it a lot different from the customer perspective.

Sarah Nicastro: Yeah. And it's making people feel their purpose in the overall customer experience and mission of the company, right? It's not just about, "Well, that's not my job." Well, it's everyone's job if we're a customer-centric organization, right?

Mark Hessinger: Mm-hmm.

Sarah Nicastro: And I think that's what's interesting about a topic like this is you talk about customer in and you talk about the customer experience. There are things that no one would say don't matter or that they're not thinking about or working on. But the reality is a lot of times if you're really listening and I guess listening to learn versus listening to respond, then what you uncover in a lot of instances is going to require some pretty significant change.

And that's where I think we see this disconnect of, okay, then we'll just focus on getting better at this one thing or this one thing, but we don't really want to become customer-centric because of the work it would take to do that.

So, that's where the conversation gets interesting because I think sometimes depending on the size of the company and the legacy, this, that and the other thing, it can be very cumbersome to say, "Okay, we're going to sort of restructure. We're going to reset. We're going to bring these things together. We're going to break down these silos. We're going to make sure everyone knows that this is everyone's responsibility," and so on and so on. That's a tremendous effort.

So, I'm curious then, as you've done that, what has that change looked like for the frontline workforce? Because we're talking about a more holistic view of what service is, we're talking about usually that then impacts the offering and what that relationship looks like. When we were talking about the customer listening, I was thinking, "Well, boy, that probably has to require quite a bit of upskilling for anyone that's interacting with the customer that has an opportunity to listen."

So, as you've worked through this process of bringing these silos, breaking down these silos and bringing things together under customer success, what has that looked like for the workforce and what challenges has it brought?

Mark Hessinger: So the challenge I think in any of these things is we kind of call change management more of a buzzword, but it is a challenge and it is not easy. So, change management is very important and the communication on why we're doing what we're doing and making people understand how it connects to the vision, where we're going, what change we're going to make, then you do it, then you communicate why you did it and reinforce that.

And if you're in the middle of it, sometimes you feel that, yeah, I know what's going on, everybody else should know what's going on. But the further you get away from where you are, you get out to people in the field, they need that reinforcement and the communication to let them know why we're doing things.

So what changed? For the field, you think on one side not a lot changed, but on the other it's, yes, we're asking them to collect information, we're asking them to look around, we're asking them to make sure if there's any issue and they can't resolve it that it's getting reported back. So, it's reinforcing that they're not just there to solve a specific issue but to make sure the customer is satisfied in its entirety.

For our contract of sales process, we're doing better now aligning the start dates for the hardware and the software contracts so we talk to them together. The materials, some customers do go on contract and we're getting better at aligning them. And the material sales team now just don't go in talking about material sales. They know if the customer's on contract, they offer a better value if you are on contract. So they're bundling and thinking differently which helps both sides. It helps the customer in understanding what they're getting from us and it helps us on managing that whole process.

People talking internally and tech support, tech support is the people are very skilled and trained in a specific technology. But again there, it's just part of the conversation is the simple things. Is there anything else I can help you with today? Sometimes you can't solve that for them, but you can take that and go somewhere else.

And then, I think one of the bigger changes is with the service manager's thought process and mentality going from that I'm just going to get somebody there and fix the problem to understanding we're going to take care of the customer in its entirety. So, there's lots of little pieces.

And then even internally when we were a customer service, there's still departments that would call us field service and we didn't feel good about that because there's a lot more to service than just field service. Now, we're customer success. And actually some of them are caught up and they're calling us customer service now.

It's making sure you're communicating internally so the organization understands what you're doing, especially you need alignment with the sales team, the field sales team because they need to make sure they're communicating back and we're making the touch-points. I've talked to many companies where that is one of the silo examples. I've heard so many service people say it's service and sales separate. And I've heard the same thing from salespeople.

And that's your situation. You need to make those changes to get those teams aligned. We have weekly calls between the sales leaders and the service leaders by region to make sure they're, one, aligned on escalations, two, aligned on what's coming in the pipeline for sales, also what's coming in the pipeline for service renewals so that we're talking one language and understand how we look at the customer.

So, it's a lot of I'd say pieces together that really when you add them all up, it's a big change for each person. There's some level of change that has to happen.

Sarah Nicastro: So I'm curious, Mark, we've talked about the term customer success. And for the customers that you work with on an uptime or outcome basis, I know we also spoke about making sure everyone feels invested in it being their responsibility to make sure the customer is successful and satisfied. But is there someone who ultimately owns that responsibility? And if so, who is that?

Mark Hessinger: That comes back to me and I think it's also a good thing because I can't say, "Oh, I didn't know about that problem. It's their problem," right? And like I said earlier, I may not have all the resources to be able to do everything, but I should be making sure we have all the contacts and the information, understand what we need to do. And then looking on the rest of the organization, how do we get the support?

But definitely, that's why we put together the customer success organization to treat customers that way and to have a point of responsibility.

Sarah Nicastro: But you don't have customer success managers.

Mark Hessinger: We have customer success in people's titles, but I don't have an extra function as a customer success manager. It's taking the ... Very similar to the organizations as they were before, but integrating the hardware, the software and the materials, pieces, but not putting another layer of customer success on top of that because my personal feeling is that then deflects, "It's not my problem. They have to take care of it. I take care of my issue, but they take care of the bigger issue."

And I think adding that layer and those extra functions would for me not drive the right overall behavior I'm looking to drive.

Sarah Nicastro: Yeah, no, that makes sense. It's a topic that's come up from time to time when we talk about outcomes. And also when we talk about ... And again, this is industry and company differences, but a lot of people talk about how the role of the field technician over time is becoming less technical and a lot more relationship-focused.

And so, we've had some conversations about not will they become customer success managers over time necessarily the way that we would define that word today, but what will that role look like and how does it fit in the future in this type of context, if that makes sense. So that's why I was kind of asking.

Mark Hessinger: Yeah. And I think part of that conversation and I've been parts of those conversations at different conferences and stuff and it's like a vision, people in front of the customer should be taking care of the customer. But as long as we continue to have electromechanical hardware systems, which hydraulics, whatever, they have to be technically skilled and be able to resolve the technical issues.

If the customer has confidence that that person can solve that, then the customer is also open. It becomes a trusted partner and then open to share additional information.

So when hiring, I think it's important to identify some soft skills as far as communication and how you feel about working with customers. And as long as they have the technical background, we can then teach the technical skills. I think some of those soft skills are important in the hiring process to bring in.

Sarah Nicastro: Yeah, that makes sense. So, you've been doing a lot of hard work to align yourselves to customer needs to be easier to do business with. But I'm sure it hasn't always been smooth sailing, I would imagine. What has that looked like from the customer perspective? How have you worked through some of the changes as they are visible to the customer?

Mark Hessinger: So, customer gets a survey, a transactional NPS survey after a support case is closed. And we put a process in place that if it's a detractor, so zero to six, it reopens the case, it goes to the manager of the case owner and they need to call the customer to explain what we've done, what we're doing, get additional feedback.

That extra step in the process of reaching back out to the customer to let them know we're listening. "We're sorry for that experience," right? "We're going to look to improve that going forward." One sends a big message to the customers that they know that, okay, they've taken the time to fill in a few questions we've asked and we're actually reading it and we're doing something with it. And that has driven a lot of additional engagement from customers as far as giving us feedback because they know we're going to do something with it.

So from a customer perspective, that's very important. And then when I meet customers, I ask them, "Have we made progress in the last year," or, "Have you seen a change?" And usually, I get a yes and they'll give me examples. If I don't get it, then I will kind of probe and say, "Well, how's this experience? Has this always been the same?" And sometimes it sparks their memory and they say, "Oh, yeah, you were really bad at that. Now it's pretty good."

And then, there will be cases where you go and they'll say, "No, we're not happy and we don't like this service engineer because of this." Now, when I get that feedback, we can give that to the manager and the service engineer. And usually those things are correctable. It's usually communication or behavior or something that we can change and improve.

And while I find some managers struggle initially to give that feedback to the employee, employees actually appreciate it because they want to grow, they want to learn, they want to do better. And there's nobody that goes out there with intention to do a bad job. So, it's part of our job to coach them and move them forward.

And we had a recent case, customer gave us that feedback. We went through that cycle, coached the employee, and the customer proactively reached out two weeks later and said, "Hey, this is great change. We saw a progress and we're really happy with the way that experience went." That was not on a survey, that was just a proactive call. So, it's rewarding when you're getting that type of reaction and feedback.

Sarah Nicastro: Yeah, absolutely. And being able to then share that with the teams and have them feel that same sense of accomplishment. So, another layer of complexity in this journey is that 3D Systems is highly acquisitive. So you're very often bringing in new businesses with their own systems, their own processes, their own employees. So, how do you navigate that and do your best to have that not disrupt this sort of customer centricity that you're working toward?

Mark Hessinger: The most recent acquisitions, majority of them have been startups. So, on those from the customer success service perspective, they really didn't have an infrastructure there. So, we're adding that and their potential customers often would say, "Well, we don't know if you're going to be in business. We don't know how you're going to support us." So that helps a lot there.

I think the bigger challenge that we go through is that we've been around the longest in the industry. When we acquire a certain technology, our engineering team or we could have done that and, yes, we could have but these are make or buy decisions. And the way some of these startups have solved the problem is unique and we probably wouldn't have solved it that way. We probably would've been more complicated, more expensive. And so that's the additional value we're gaining from the acquisition.

So, for us internally, it's making sure we understand we're not just adding a product line or technology, we're adding a different way of looking at things, a different culture. And that's the bigger challenge on the acquisitions is the getting our employees at 3D Systems and the employees from the acquired company to really mesh well. And it's good to remind people why we're doing things, point out the positives and make sure both sides learn how we can get better.

Sarah Nicastro: That's a good point. It's maybe less logistical complexity and more eliminating potential friction. And yeah, that's a really good point.

Mark Hessinger: Yeah. If we were going to do a big acquisition of a similar size company, that gets much more complicated on the whole change management merging to service organizations. The hidden positive of a startup is they don't really have a success and services arm they can lean on. So they're very happy that we can bring that to them.

Sarah Nicastro: Right, yeah. And their customers usually are too. Yeah, that makes sense. All right, so as a leader, what has changed most for you as you've gone on this evolution of looking through the lens of executing service or a transaction to ensuring success or delivering that outcome?

Mark Hessinger: Well, I feel that I can really take ownership of the customer as needed. I don't have to rely on others. I don't have to say, "Should we do this?" I appreciate that, that I can say I'm responsible for taking care of that customer, making sure we resolve issues, making sure we're improving the way we work and moving forward.

So, it's making sure that the team is executing that. But I think just not have to worry about should I do that or should I not do that? If it's right for the customer and the company, it's the thing we should be doing and I appreciate that I can make those decisions.

Sarah Nicastro: Yeah. You have a very consistent lens that you can look at, at everything through that helps guide you. And to your point with the new CEO and that restructuring, for that to be possible, everyone has to want to look through that lens. And so, it's good that you're in a place where that can happen.

What do you see as what comes next on the journey? I know you've already accomplished an incredible amount, but I also know everyone's in a-

Mark Hessinger: We're not done.

Sarah Nicastro: Yeah, it's a cycle of continuous improvement. So, what's sort of the next phase?

Mark Hessinger: It's continuing going forward to ... I think it's time to probably refresh the vision where we're going. I created one when I started when we were services and it helped align the organization and get people to understand where we're going. And I think that needs to be refreshed.

I talk to my team and they kind of look at me funny when I say, "I'd like to make an organization that doesn't need managers." So I'm talking to managers and I'm saying, "I really don't think I need you." That's what they're hearing. But what I'm saying is the organization I want to keep evolving so that the different parts just work together seamlessly and then things flow.

Managers should be there to support their organization, make sure things are working, make sure we're training people and managing escalations. But the day-to-day transactional, there's a lot of stuff that goes on already without management intervention. I just like to get managers even further away from the day-to-day, but that takes creating the whole culture, the processes that the people understanding how do they work together.

You don't have to go up through an organization and back down the other side to talk to someone. You just know who the right person is and you get things done. So, it's building a culture where we can get more towards that direction. I think that again helps us become more efficient on taking care of our customers, makes it easier to work with us, we'll improve customer's uptime even further and their ROIs. So, it all connects together in the end.

Sarah Nicastro: Yeah. I just thought of another question, Mark, and I know I'm going off script so it's okay if you don't want to answer this one. But to that point, when we're talking about getting everyone aligned, has part of this journey or would part of this journey in the future be ... Is there any element of how people are measured that has changed to help that alignment?

Mark Hessinger: Nothing major has been done as far as how people are measured. There's either you're in a sales role and you get commissions. Now, there's some of those where we're connecting what they're commissioned on. Or you're in a non-sales role and your objectives ... The important part on people's objectives is making sure they connect to the vision and the company goals.

But I'd say we haven't done a lot specific, there's no goal, "Make sure you make three proactive calls in a week." I think-

Sarah Nicastro: Or there isn't an element of their performance that's measured off of NPS.

Mark Hessinger: Oh, that we do. Yes. So NPS and that's a good point you made because NPS, while we do a transactional-

Sarah Nicastro: It is imperfect. So I'm not saying that that's the only measure that could be relevant but it's obviously a common one.

Mark Hessinger: It's a tool we use. We use transactional and relationship. And on the transactional, it's more towards that event. And people are like, "Well, it's not just me." Well, we know it's not just you, but you are the primary in this experience. And managers will show the ranking from top to bottom of NPS scores. And it does help motivate some people that nobody wants to be on the bottom of that list.

But it's also important to communicate to people that there's a point. If all the scores are good, being on the bottom of a good list is not a bad thing. So, you want to have a cluster of performance in the high bracket. But yes, they definitely do see customer responses to what they're doing.

Also on other metrics like meantime to complete first-time fix, those are all ... You don't want to be on the leaderboard on certain metrics. If you don't share it, it doesn't help. So people didn't want to share the NPS by person originally because it is a broader team, but it did drive the right behavior as far as, "Hey, now I need your help also to resolve this," instead of just, "I'll work on it until I can figure it out," which probably takes a lot longer than if I just asked someone for help.

Sarah Nicastro: Yeah, no, that makes sense. I was reflecting on that being a part of this conversation that I missed when I was putting this together because again, it goes back to the trophies versus rings conversation, right? If there aren't things that are tied to the overall objective that people are looking at, then they're just going to stay focused on their piece. So, that makes sense.

This has been great, Mark. I really appreciate you joining and chatting with me. Is there any I guess final thoughts that you have before we close out?

Mark Hessinger: Final thoughts, I think it's important as you're managing teams to have diverse teams. You don't get into group think. Because my team, a lot of them respect what I think but I don't like it when I hear, "What does Mark want?" It should be, "What does a customer want? What does the company want?"

So, you need people in the team that are going to challenge and work together. The collective knowledge I always say in the room is much greater than the individual pieces. So, make sure the team is diverse, collaborative, working together and continue to evolve. And these things are a lot of fun. They're very rewarding for the people involved and I really appreciate the opportunity to share that with you.

Sarah Nicastro: Yeah, I appreciate you coming and sharing. I mean, it's clear that you're very passionate about what you do which I love. I really enjoy talking to people I'm the same way. And so, I like that. And there's a lot of really good points here about, like I said earlier, taking something that everyone knows is important and a lot of people are doing to a degree, but really thinking about the extent to which you can evolve or change the organization to be that customer in mentality that you are leading.

So, thank you for that. I appreciate it. And hopefully, we'll get to do it again in the future.

Mark Hessinger: Okay, thank you.

Sarah Nicastro: Yes. You can find more by visiting us at futureoffieldservice.com. While you're there, be sure to subscribe to the Future of Field Service Insiders so that you get the latest content delivered to your inbox every other week.

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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November 7, 2023 | 18 Mins Read

Bringing Service into the DNA of a Historically Product-Centric Business

November 7, 2023 | 18 Mins Read

Bringing Service into the DNA of a Historically Product-Centric Business

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In a session from the Future of Field Service Live Tour stop in Dusseldorf, Sarah talks with Lucas Rigotto, CSO of GEA, about what it takes to make – and keep – service top of mind in a business with a rich legacy of manufacturing products.

Sarah Nicastro: Okay, so we're going to talk about bringing service into the DNA of a historically product-centric business. So back to change, right?

Lucas Rigotto: That's what I love to do.

Sarah Nicastro: Before we do that, tell everyone a little bit about yourself.

Lucas Rigotto: Yeah. I am Lucas Rigotto, originally from Brazil. Always in services, my entire career. And from fixing machines I started fixing projects, processes, building foundational organizations in services, training, remote support. And then did a lot of restructuring in my career for making services good for the customers and making services good for the business, as well.

So I had the chance to evolve. During some years, I was commuting between Brazil and Germany every week, until when we decided it was time to move here. Spent most of my career with what was General Electric Healthcare, then oil and gas. And then, since the last nine months, gladly joined GEA to help us continue to transform the business there.

Sarah Nicastro: Excellent. So when we think about manufacturers who are working on seizing the potential of service, we see people at different phases or different spots on the continuum of really embracing that and going full steam, to really, really resisting that and staying very much in sort of the legacy, right?

So you were brought into GEA because the company obviously realizes there's potential around service. What's sort of the temperature, if you will, of the company, in terms of where you would say they're at on that continuum? Is it full steam ahead? Is it resistant in the middle? What are you up against in terms of what you were brought in to do?

Lucas Rigotto: It's the right time to be in services. So very high expectations but the infrastructure, the in-between, people still love to sell the boxes or the projects, right? So the expectations, the opportunity, the recognition of the value of services to the business outcomes are outstanding. I think companies are starting, for example, to report the services share in their annual report. That's a big message on services is not the necessary evil. Services is something that's driving the company.

But between saying that and realizing that potential that you mentioned, there is a whole infrastructure that needs to be adjusted in terms of mindset for services, in terms of, it's much easier to sell the box. It's much easier to go get the PO for what the CapEx that the customer already have in their plans and so on and leave the service discussion for later. Or yeah, I'll give you some hours of service or a kit of spare parts or something.

So making services part of the business is where we are really striving to deliver some significant outcomes across the business, was in the previous, as well. I love to say that for many years that service is not the janitor. Yes, we don't need to be on the driver's seat, but we are not coin of exchange or to clean up product quality mistakes. Our guys, they don't schedule time to be at the customer. They arrive, they have the door open, they have a place to park, they are welcome and so on.

The sales teams need to schedule time, need to go through the reception, get the badge. So services really builds this repeat business, repeat the current relationship with the customer. And it's not from a philosophical standpoint, it's from reality. Our technicians, our field engineers, they are godfathers, godmothers, of the customers people. The relationship is changing from that level to higher but it's nevertheless absolutely critical the impact of services there. So temperature is great, expectations very high, matching expectations with getting it done is where the real job is.

Sarah Nicastro: All right, so we're going to talk about those challenges. But I don't know if everyone is familiar with GEA, so can you talk about-

Lucas Rigotto: Oh yeah, sure.

Sarah Nicastro: ... what the company does, how service plays a role?

Lucas Rigotto: Yeah. GEA is, I would say, the largest manufacturer of food and beverage equipment for the industry. All the beer, milk, cheese, chicken nuggets, plant-based food that you have. Mayo, ketchup, medicine is made on GEA equipment across the globe. It's a German company. It's operating in basically all the countries, very much direct businesses, not a lot of partners. And we're really proud of ourselves from the quality of the expertise we bring to the customer operation.

Sarah Nicastro: So traditionally service has been sort of the, we'll say afterthought, right? Not a primary focus, making it a focus for the business. What is the goal, I guess? Is it to sell more service contracts upfront? Is it to change the customer experience through service? What are you working to accomplish for the company?

Lucas Rigotto: It's all of that with a primary reason, right? Companies exist to make money. Measuring the services as a business companies are starting to do. That's why I say it's the right time to build services. It's what bringing the realization of that. So you have to grow your installed base so you can do services, but the profitability comes from a healthy, recognized, valued service relationship with the customers. So what I think the way that we are going is exactly that, right? You have to look at services as a business.

The analysts look at the traded companies at the percentage of equivalent revenue as a factor for the multiplier. For you to get there, you have to execute services really well. And it's not saying, "Oh, we focus on the customer, we love our customer." You have to genuinely deliver great services. And then we already discussed today the challenges to get the right level of people.

So looking at sales as a business is no longer taking the field engineer and promoting to a sales manager, which I'm very proud for being a sales engineer and becoming a sales leader. But it's about looking at this and how we actually deliver value to the company and to the market to differentiate. So it's about creating perspective for the technicians. It's about the diversity of bringing opportunities for this new generation, but making the job challenging, exciting, productizing what we do.

I mean, it's so easy to talk about spare parts is our core. Break and fix is our core. Everybody's talking about remote support and figuring out how we are going to do condition-based monitoring and everything else. But how do you actually productize this, engage the customers on that for the long term, help the customer, keep the company selling a lot more with a proven performance in the market and have the customers staying with you because they see the value there.

So talking about value propositioning services today, it's not something that we need to learn, we should be doing already. And this transformation on connecting from the business goals to giving a phenomenal customer experience, it's a people business. I like to say that. So we don't do this alone behind our desks in Dusseldorf. We do this on the ground in the regions in Asia, in Latin America, in Africa by enabling our teams, by making them being able to talk about value, about customer experience truly, by identifying opportunities, by educating the managing directors on the entities that services is a leverage for their growth.

So it's such an exciting challenge to have. But then the reason I'm giving this very long answer is because it's not just about the top line. It's not just about executing services properly in front of the customer. It's making sure that this energy that is usually 20% of the workforce, that is usually 20 to 40% of the revenue of the company, but can be over 60, 80% of the total profitability. Make sure that this agent is seen as a business and you can deliver value from that. So the philosophy, it's lovely to be part of services. It's lovely to leave our gift of delivering value to the customers but the realization that we can help the company achieve their long-term goals and growth in sustainability that we mentioned is absolutely phenomenal.

Sarah Nicastro: So what would you say are some of the biggest barriers that exist in incorporating service into the mindset, into the focus of the organization?

Lucas Rigotto: First and foremost is the focus on product. It's a lot easier to sell a product than articulate the value of a service agreement. Explaining to the customer why uptime matters. The personas we're talking are changing. So the old sales organization, and I'm sorry for saying that, they are not ready to actually articulate services often. So the mindset of the value proposition of services is one thing. The other thing is the high expectations with the outcomes and the right investments to get there.

There is no chicken or egg. You have to execute flawlessly. You have to deliver great experience to your customer beyond the talk. So you have to be able to enable your talent. To hire enough talents to give them the right tools, to give them the perspective of a career for them to stay and develop. Managing experts and staff, this is a big challenge because what I see across the globe as I travel in every single entity there is someone that we say, "Oh, that guy's great and he's 69-years-old or 72." There was a place where we created Mr. Manfred Ali in the office because the guy's there at 84 years. Really great people.

But what are we doing about cloning this phenomenal expertise? So we really need to look at ... And that's the feeling of the engineers, right? I am the expert, my expertise is my asset. Creating this culture of sharing, of development, of learning, is important. So to summarize, I think the commercial aspect of it, selling value, the true engagement with customers that services is not a coin of exchange. Having the right talents that make services really relevant for the organization and then deliver on your promises,

Say do ratio is absolutely important because you can meet a customer, promise them everything and they identify that you understand the pain. But if you don't deliver on that to them, it's the last time you're going to come. That's where I see the challenges.

Sarah Nicastro: I want to ask you about something you said, which is productizing service. Can you explain what you mean by that?

Lucas Rigotto: Yeah, absolutely. Services agreements. No two service agreements are going to be the same, at least in my experience. Every customer have a different expectation. But you have to have a platform that your global customers, that your teams understand what is the product service agreement? Is it spare parts? Is it response time? Is it a consigned stock? Is it a remote support block amount of hours, this must be products.

Yesterday I was on a meeting and one of the guys mentioned really well, how I think. Productizing services is important because the size of your business is your installed base, multiplied by your product portfolio, multiplied by your market penetration in that. So it's no longer the time that services, we go and we figure out what we do in front of the customer. We are talking about going from reactive to proactive, but what is remote services? From what hour to what hour?

It's a block of hours is based on the outcome, is based on the replacing the break and fix from the past. So it's going to cost more than the trip, but you know why it's costing more because we're solving your problem faster before machine fails and so on. It's productizing plant availability. Not as, "Hey, I like you, I'm going to visit you and let's see what we want to do." It's actually have a product where you sell to the customer, a plant audit, a consulting that says it's no longer the guy that's there with a screwdriver and a spare patch to replace the part and that we become part of the customer operation, truly.

If we want to do equipment as a services outcome based in the future, we have to do this fundamentals really well, proof and gain the trust so we can go there. So clarity of the portfolio services, for me, it means specifically to your question is like we have product managers that design the next product, the next technology. I have product managers that are designing the app upgrades, the modernizations, the service agreements, the spare parts kits and everything else so that we make it easy for customers for sales to understand so that we can more accurately estimate our potential.

I think 20 years ago I did my forecast. Yeah, I think when ratio is that we are going to end like that. We need to go out of that. To manage our pipeline, I need to see byproduct, what is that we are negotiating, quoting, available and really evolve on that. So that's why the productization of our expertise is important.

Sarah Nicastro: Yeah. No, I like that because we're often talking about servitizing a business. But I like the element within that of productizing service and bringing clarity to what is the value and really defining that in a way that internally you understand so that then you can be successful communicating it externally. In terms of change management, what's been the biggest pocket of need that you've experienced so far in terms of change management? In other words, who within the business is most resistant?

Lucas Rigotto: The old team of services sometimes it's very resistant because we have always done it like that and we are profitable and we lost selling our spare parts. So making sure that we understand the value of everything else that we can do. There is this resistance of, "If I succeed this month, you're going to ask me to deliver 10% more next month or increase my net promoter score in 3, 5, 4 points more based on that." So actually I heard in an example, "It took me 20 years to get in this stable environment, let me enjoy it a little bit."

So creating that sense of hungriness, never being satisfied, deliver more for our customers, be more impactful for their operations, takes a little bit of courage to make it happen. So had to work a little bit on the organization set up, had to work significantly on the culture. It's important. The other part of the resistance is really around your global commercial teams, as I said because it's much, much easier to sell a product. It's much, much easier to say we are not selling because of services or I can only sell if I give away services.

So really having the courage to say no and fight for the space of services is absolutely critical. Yeah, that's around that. I want to be clear, it's no longer anymore about building the right backbone of the organization because I think services, having a seat on the table, is a bit easier. But it's really the commercial and we have always done like that.

Sarah Nicastro: You mentioned earlier that the sales teams today aren't really adept at selling service the way they need to be. So are you, I guess, augmenting that with people that are selling service or are you just working on upskilling them to do a better job of selling service?

Lucas Rigotto: It's a mix of both. But I'll go back to the previous one because I wanted to say customer is also part of the resistance. And I think this is important because it's connected to what they're saying. Customer's job is to commoditize our sales offerings and that's why productize is important and that's why the resistance of the customer, we need to be aware of. The procurement team wants you to be cheaper than previously. The operators, the quality leaders, the CFO, they want you to be better than previous years, so you increase the factory efficiency.

So managing the customer's different personas is a big challenge. But then I go to the sales guys. The answer again, it's maybe both and depends because I am a true believer that you will perform and excel in services when you have dedicated services sales expertise. People that talk the customer's language, people that understand OpEx dynamics. Because it's much easier to talk about a project in CapEx that has been approved previously already but if you don't get the right incentives for the machines, sales teams, to sell services, as well, if you don't give them the incentive to talk about services confidently knowing what they're talking about.

So why we need to be specific, why we need very dedicated sales force able to articulate all the value and the outcomes and the benefits we can deliver and make sure that we are selling what we can deliver, you really have to engage the entire organization that everybody's selling all the time, to be able to talk about it properly. I think you mentioned on your opening speech this thing that on the change, the natural effect is to go back. And we commit and then we go back to our previous aspect. So really making sure that the change stays is really important.

Sarah Nicastro: Yeah, that makes sense. You mentioned the importance of good talent. We talked already a little bit about how that's particularly challenging. What are you doing to find good talent, people that you think can execute on the vision that you're working toward?

Lucas Rigotto: In different levels, from management, we are going to the industry and going after the talented people that have success history in services to join us. I saw in GEA, beyond my division, all the other CSOs from the other divisions that, as well new and people with great expertise, not necessarily only internal talents, but people that live and believe and have the courage for that. On the management level, the challenge with the field engineer that become a sales manager, that become a service director and so on, investing to develop on this level is really important.

And then you start attracting people from other industries. So we are food and beverage companies, but we are attracting people from automotive, from pharmaceuticals, people that are actively applying to our jobs, asking about what we do. We become very visible on [inaudible 00:23:18] and stuff. Not because we are searching for jobs or because our customers are buying from social networks, but because the talents that we need are looking there for the next employees. You need to be known by your talents there.

And then on the engineering design, field services, project management training, we are promoting a lot from inside. I have specifically implemented a very detailed plan for us to manage pipeline talent. So we look at the bottom as well and take the right actions, but so that we also create perspective for the guys we want to attract, right? Including sustainability in what we say, you just discussed, the flexible work remote support versus field. We have a lot of long-term projects at customer side, six, eight months. How you make that interesting for a guy to be outside?

So then at this level, we are open to bring talents from everywhere around the globe. We are bringing people from our company, from entities in remote countries, relocating them to where we have the biggest [inaudible 00:24:37]. Overhiring a little bit in this places where we have excess of talent, good engineering universities like in Asia and Cologne and Brazil. So we hire a bit more and we train people in these countries.

So they join our local teams and we give our existing talents global opportunities for mobility. Not only from lower developed countries to higher, but we have seen people moving from Germany to US. And these guys, they bring their friends to work with us. So when you become a good employer ... And for me, I keep telling we are a people business. I love to know every field engineer. Today I cannot do this anymore. But when those guys realize they're working for a great company and services, it means leaving the mission and doing something relevant, meaningful and so on. They talk about this in the networks and they want to bring the best ones. And I think that's a really good story.

Sarah Nicastro: Yeah. I think understanding what's relevant to today's talent and then working to create stories. Not just stories, I mean, it can't only be a story, it needs to be a reality. But really working to align to what matters, having a purpose, flexibility. I think it's important to understand that we know from a lot of different research that what is important to talent today is not just the paycheck, it's not just the dollar amount.

There's other things that play a huge role. So that makes sense. So what aspect of what you're working on, what you see for the future, what are you most excited about? What's the biggest goal you're going to achieve that you'll want to throw a party when you do it?

Lucas Rigotto: In two years from now, we are not going to be selling a service that is not a formal full-blown product that has been launched. That's the first thing. And it's important because of the scalability. We want to do more with the same or do more with less, hence all this remote support capabilities. But then the clear focus on the products that we have on the market for services are really important. Going out of the run ratio perspective for services growth to knowing where I'm going to be based on the potential and my share of wallet and my services coverage is also very important.

But what I want for us that will make the growth and the productization a consequence of it, what I want for us is to be recognized as the premium service provider in the market. We are going to be selling machines because our customers love the services they have with us. And this is not just a fluffy statement, we have to live this on a daily basis.

So we will be this company that customers are buying machines because of our services because we integrate the customer voice, the customer feedback in everything that we do, the customer perspective in how we behave, in how we act in front of them. And because our teams are making that happen. I'm a field engineer and I will always be a field engineer. And I think that when we have this challenging job for our teams, we can get there and be this and realize on this vision.

Sarah Nicastro: Yeah. I thought of another question. You mentioned earlier that you have a vision for where you're going. You also need to be impeccable in your execution. So you can't build that trust with your customers if you aren't showing up on time, doing a good job on first time fix, et cetera. How are you balancing, making sure that the execution of today's service is strong while also working on the vision for the future?

Lucas Rigotto: It's a blunt, realistic approach to everything that we do. We don't appreciate discussing our greatest achievements from the previous month or the previous week. We really have to love the reds in our KPIs and that's how I deal on a daily basis. So, oh, we improved our own time delivery and we improved our lead time, but it's not there where we want. Let's celebrate the small steps but let's keep hungry, stay hungry for more.

So for me, looking at the reds and being fully unsatisfied with where we are, not patting ourselves in the back, not doing things because we believe this is going to be great without the customer buying, not designing solutions because, yeah, I think it's great without validating. I think that's what takes us there, really. So we have to celebrate. I'm Brazilian, I like parties and you know that.

So I like to celebrate the very small tiny victors but the mindset of, guys, let's focus on what's meaningful. Let's not waste time with our chit chat and the nice stuff. Sharing best practice, it's really important. So we improve and leverage from there. It's really critical. And just on that, the other aspect is we waste a ton of time reacting super fast in the issue that was raised or in the problem that we need to address.

As one of the things that I have done in creating our customer experience area is root cause analysis is really critical. Sometimes going a little bit slower helps us go faster. So I'm no longer asking the teams, what's the action for this right now? What is the actual root cause? And I think that's what gives us a scalable improvement for the future.

Sarah Nicastro: That makes sense.

Lucas Rigotto: Most initiative of the month.

Sarah Nicastro: Yeah. So you started as a field technician and you have a great journey to be proud of. What's the biggest lesson you've learned along the way?

Lucas Rigotto: It's great to not always be on the driving seat. I think that as services, to leave the gift of serving, we need to accept that the sales organization is the one that's creating store base, that is driving that we'll have more of a visible profile. But staying humble and realize that we make the machine work. That it's a people business, that we need to make our people part of the journey is my biggest lesson.

This is not a game for individuals for stars. This is not a game for you to say, "I'm the best CSO of the Universe." You are temporarily CSO based on the performance of your team, on the ability to make the difference. So it's a people game. We are a factory of people and we need to realize on that lesson.

Sarah Nicastro: Yeah, makes sense.

Lucas Rigotto: Thank you very much.

Sarah Nicastro: Okay. Lucas, thank you so much.

Lucas Rigotto: Thank you very much.

Sarah Nicastro: I appreciate it.

Lucas Rigotto: Very good to be here.

Sarah Nicastro: Of course.

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November 1, 2023 | 9 Mins Read

Field Service Europe 2023 Recap

November 1, 2023 | 9 Mins Read

Field Service Europe 2023 Recap

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Sarah shares some of the biggest themes and interesting discussions that took place last week at Field Service Europe in Amsterdam.

Sarah Nicastro: Welcome to the Future of Field Service Podcast. I'm your host, Sarah Nicastro. I'm here in rainy, but beautiful, Amsterdam, where Field Service Europe just wrapped for 2023. I thought I would give you all a bit of a summary of the themes, and topics, and discussions that came up here at the event over the last two days.

I would be remiss not to start with my favorite session, which happened to be the one that I had the pleasure of moderating with Electrolux. I was joined by Reinier Welschen, who is best title ever, Head of Peace of Mind for Electrolux Group, as well as Charlotte Lewyllie, who is the Business Transformation Lead, and Jelle Coppens, who is Business Process Expert for Field Operations. These three folks from Electrolux have been intimately involved in the company's journey of service transformation. Electrolux is a company with a deep rich history, more than 100 years. A couple of years ago overall shifted to a more customer-centric strategy, and recognized that service obviously plays a critical role in its competitive differentiation and customer experience.

But at the time, was working on a homegrown service management system that dated as far back as the mid-'80s. They knew it was time to not only modernize the technology, but invest in a platform that would allow them to really introduce more intelligence, automation, and efficiency into their service operations, and also set the stage for a lot of the things they would like to be able to do in the future. It is a global service transformation project that Electrolux has selected IFS for, that is in its earlier stages. It's been underway for a while, but this team from the Benelux has been pivotal to the beginnings of the project.

The team joined, and talked not only about the catalyst for the change, and how the technological upgrade will help them with their service differentiation, they also shared a lot of the specifics around selection criteria, change management, lessons learned. I think we talked about challenges, as well as pleasant surprises, and it was a great session. Those three folks from the Electrolux team are folks that I haven't had the opportunity to interview before. Some of you may remember that Kristoffer Brun, from the Stockholm region, has been on the podcast before and has spoken at some of our events.

It was my first time having the opportunity to speak on stage with Rei, Charlotte, and Jelle, and it was great. They were all wonderful, and I think the crowd here really enjoyed the session, because it was just a very realistic view of what it takes to truly set a strong foundation for service innovation. That was great, but there has been a number of wonderful sessions over the last two days. There was a panel discussion on Tuesday about continuous innovation in service, and one of the things that stood out to me from that conversation is a gentleman, Matthew Skipworth, from Terex said, "By 2030, I don't believe we will have a skilled workforce in our industry."

Quite a bold statement. I'm actually hoping that I can get in touch with Matthew, and he'll agree to come on the podcast and have a conversation about that. But what he was saying is that by 2030, what he anticipates is, I think the way he put it was two feet and a heartbeat can do the work that needs to be done on site. Really, essentially, the source, or the core of value in service for the customer, he believes will shift. It was interesting to hear that statement, and also hear how the other panelists felt about some of the changes that are taking place in more remote work, more digital service offerings, self-service, all sorts of things that are changing what the traditional means of service delivery had looked like.

There was a Women in Service panel yesterday, with Chiara Maiello of Thermo Fisher, Anna Bonerandi from Donaldson, and Maria Jose Aguado from Glory Global. Those three women, along with Maureen, talked about the fact that most organizations are still really struggling to get women into service, particularly in frontline service technician roles. They each shared a bit about their own journeys, talked about how their companies are looking at that challenge, and making changes in terms of how job descriptions are written, and what mentorships look like. It was an interesting conversation. I think it was Maria that said how often she's asked, when she's traveling, who's taking care of her children, which if you listen to this podcast, or read any of my content, is a sentiment that I can fully empathize with.

They also spoke about how critically important, in each of their own careers, male mentors and advocates have been, and how important it is to make sure that we aren't being anti-men, which isn't the objective here. What we're talking about is the fact that women are just one form of diversity that is still significantly lacking in the service sector, and getting creative about how we can change that. It was a really good conversation.

There was a conversation, later in the day, talking about the evolution of the field workforce. Tying into Matthew's statement, earlier in the day, about what he believes will happen by 2030, but talking about how organizations are looking at their frontline workforce. What's changing, how they're upskilling, or what different skills they're looking for, et cetera.

That panel conversation had Didier De Vos from Glory Global, Christophe Hiette from Cytiva, Elena Lubrano from Tetra Pak, and was moderated by Alvaro Pombo from Pronto Forms. Some of the things that came up in that discussion, one of the things that I've talked a bit about before, and I think we'll continue to see, is the idea of segmenting work differently, so that you can allocate different strengths and skillsets to different roles that need to be done in the field.

Different organizations share different examples of how they're doing that. Some, I think they had a junior technician, a regular technician, a senior technician, others is done by product line or area of specialty. But the idea being that you have different ways to segment the work, where you can align strengths to the more technical jobs, you can align strengths to the more relationship building or customer-centric aspects of the job, et cetera.

Another important point in that conversation was the importance of career progression, and giving people a clear picture when they come into an organization of what their opportunity is within the business, and how they can progress through different training, acquiring different skillsets, and ultimately progressing through different roles. One of the things that I liked during this panel is actually something Alvaro said, that I believe he said his father used to always say to him, which is, "Thinking doesn't cost a lot of money."

That struck me, because I think, in service, a lot of our lot of what holds us back from the progress we could be making is that we don't want to think differently. We can make a lot of excuses for why things can't change. I think a lot more would happen if we just took that advice, "Thinking doesn't cost a thing," and did more creative thinking, more brainstorming about what is possible, instead of always tying ourselves to what we think is not possible.

There was a keynote presentation this morning, Wednesday morning, from Rick Lash, who was on the Future of Field Service podcast, along with Christine Miners. They co-authored the book Once Upon a Leader. If you haven't listened to that episode, and would like to do so, it's great. It's episode 226. But Rick gave a keynote presentation on the importance of your leadership narrative, and it was such a great session. I had so many people coming up to me after, just talking about how great it was to hear that presentation at an event like this.

He was very much speaking about how when we're young, we start to form our story; who we are, why we are who we are, what matters to us, what our purpose is. Over time, our environment can erode that, and often distracts us from our story, or encourages us to focus more on what our company's story is, or what our teams, or customers, or whoever’s stories are, and not necessarily staying true to ourselves. And how, as leaders, continuing to understand your story, live your story, allows you to connect with your teams. It allows you to stay motivated, stay energized to do the work, and really just how impactful it can be. It was a great message, and I think one that resonated with everyone in the room.

There was a panel discussion, after, on the circular economy. That was with Ralf Bootz from Philips, Zoltan Gal from ABB, Costas Dintsios from Frigoglass, Marcel van Beek from Gomocha, and Markus Hucko from Leadec. That was a conversation all about how things like refurbishment, recycling, and reuse come into play when we talk about the intersection between service, and how we can help the environment. Things like how insights can be fed back into product development to extend product life cycles, make assets more serviceable, and then how that intersects with the topic of servitization.

Because obviously, as we've discussed on this podcast before, if a company is manufacturing a product for acquisition price, and then the use of spare parts, et cetera, it's a far different business model than if a company is manufacturing a product for maximum lifecycle and cost of service, so how that plays a big role.

Also, how companies are helping their customers with their sustainability initiatives, looking at things like helping them lower energy costs, things like that. I think it was Costas that said, "We have to remember that this conversation is part of culture, and it can sometimes be at odds with things that are only focused on reducing costs. We have to be willing to look at the big picture, and think about value through those different lenses." It was a really interesting conversation.

Then there was conversation this afternoon with Andrea Pelizzaro of Alfa Laval, Valeria Zimenkova from Xylem, Tjerk Smits from Boston Scientific, moderated by Jan van Veen with moreMomentum, talking all about data, and really focused on the monetization of data, and using that as a service revenue stream, as a value proposition. But where the conversation went is that while that is certainly an objective for most organizations. It's really important to master the use of data internally for the purposes of efficiency, and productivity, and knowledge transfer, and business decisions, before you look at how to put it to work in creating a new customer value proposition.

It was interesting to hear where each of those companies are at on that journey. Andrea spoke about a lot of the work that Alfa Laval is doing to coach its sales teams on selling more value-based service offerings, and really working toward that end of creating new revenue streams through these digital connected products, and the data and insights that can be gathered from them.

Very well-rounded collection of topics here this week. Great conversations. It was wonderful to see some friendly faces, and meet some new folks as well. Pleasure to be here, and I believe this is my last trip to Europe for the year. We'll look forward to coming back next year. But in the meantime, stay tuned. I hope to reach out to some of the folks that spoke here this week, and ask them to come be guests, and talk to you all on the podcast directly.

In the meantime, you can, of course, find content on very similar topics by visiting us at futureoffieldservice.com. While you're there, be sure to sign up for the Future of Field Service Insider, so you can get the latest content delivered to your inbox every other week. 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 25, 2023 | 28 Mins Read

Reimagining Change Management for Today’s Service Needs

October 25, 2023 | 28 Mins Read

Reimagining Change Management for Today’s Service Needs

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Sarah talks with Sara Smith, Director of Global Service Change Enablement at Waters Corporation, about her experience transitioning into a career as a woman service engineer and about what she’s learned in her current role leading global service change enablement for her company.

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Today we're going to be having a conversation about re-imagining change management for today's service needs. Change management has been one of the most discussed topics for the entire 15, 16 years I've been in this space, and I'm sure longer than that. But as our industry evolves, the way we need to look at change management and the topic and practices changes as well. So we're going to talk about that today. I'm excited to welcome to the podcast Sara Smith, who is Director of Global Service Change Enablement at Waters Corporation. Sara, welcome to the podcast.

Sara Smith: Thanks for having me. It's great.

Sarah Nicastro: Sara and Sarah.

Sara Smith: I know, right?

Sarah Nicastro: Doesn't get any better than that, one with an H one without.

Sara Smith: The dynamic duo.

Sarah Nicastro: A little bit of variety. Yeah. Okay. All right, so before we get into today's discussion, tell everyone a little bit about yourself, your role and what Waters does.

Sara Smith: Yeah, so thank you so much. Yeah. So like you said, my name is Sara Smith and I am the Director of Global Service Change Enablement with Waters Corporation. I've been with Waters for 12 years now, and for those of you who don't know what Waters does, we are actually the world's leading specialty measurement company, but you most often hear our name in the world of liquid chromatography and mass spectrometry. So our CEO likes to give the example of by the time you have woken up and had your cup of coffee and maybe taken an aspirin, you've already kind of interacted with our products and our instruments before you've even left the door. So what we do is we deliver practical and sustainable scientific innovation and solutions in the healthcare industry, environmental management, food safety, even your water quality, testing of water and making sure things are safe for you to eat, drink, all the chemical manufacturing. We're kind of spread across multiple industries.

So specific to my role, I lead the change for the global service organization with Waters Corporation and that comprises of about a third of Waters' annual 3 billion revenue. So it's quite the undertaking. It's a large service organization to support and in that role I lead soup to nuts change enablement, start to finish. So strategy, planning to execution, and then the support of the leadership in the local areas to make sure that our changes from large technical implementations to process changes or kind of anything in between to ensure that we are seeing that return on investment as quickly as possible.

Sarah Nicastro: Okay, good. All right, so we're going to get into the change management, change enablement topics. But before we do that, I want to talk just a little bit about how you ended up in field service and what your journey has been. So can you tell everyone a little bit about that?

Sara Smith: Absolutely. It's been quite the journey for sure and one that I have been very, very thankful and grateful for throughout my career. So I kind of think of it as in three different pivots. So the first experiences I went to school for forensic toxicology. At that time, the shows like CSI and stuff were very popular and I thought, wow, I want to be that cool girl in the lab that's doing all the fun, exciting stuff. So I went to school, I went to work for Quest Diagnostics as a forensic tech right out of the gate doing drug of abuse testing, except when I got into the actual work of being a forensic toxicologist, I noticed that it wasn't really as exciting as TV made it out to be, right?

So for me, my favorite part of the day was when the instrument would break and I got to try to fix it before the engineer would get there. So for me that was a lot more satisfying and gratifying way to spend my time as I was a problem solver. I wanted instead of doing the same thing every day, which is great for some people, they love going into work knowing what they're going to do. For me, I like to be challenged. I like to find new challenges to take on.

Sarah Nicastro: Most people are hoping the instrument doesn't break. You were sitting there like, when's it going to break, when's it going to break?

Sara Smith: I really was, I really was because it was so fulfilling for me to try to fix it and then before the engineer I could call them and say, "Nope, you don't have to come. I got it." Or he would just send me the part. Eventually, once I kind of got that level of comfortability with the instrument, he would just end up sending me the part. So it was kind of very mutually beneficial where our samples, we didn't have the decreased downtime waiting for the engineer to get there and he didn't have to show up. So it was great. And then once I realized I could do that job full time, I absolutely pursued it. I had heard Waters name through many different organizations that I have and peers that I talked to and joined Waters as a field service engineer working on our mass spectrometry line mostly.

So I did that for five years. Then I was promoted to being the service manager for the southeast, which covered Florida, Georgia, Alabama, South Carolina, all the way up into Eastern Tennessee and North Carolina. So I did that for another five years. So I've got about a decade worth of experience in field service either as an engineer myself or as a service manager for the territory. And then finally I moved into the role I'm in now about two years ago, and that's where I've been working on service transformations and I've learned so much and been able to apply that 10 years of experience into what I'm doing now. So it's been a great journey for me personally.

Sarah Nicastro: Yeah, that's really cool. And I think it's always really interesting to talk to people about how did you get into field service. Because to your point, your storyline makes sense. You're seeing CSI and you're thinking, oh, that would be a cool job, and then you end up going down a path, now maybe finding out it's not as cool, but you don't necessarily have kids saying like, "Oh, I want to go into field service." And I think there's a lot of reasons for that. And so I think it's always interesting to hear people's journeys of how they did get there, because I also think as an industry or group of industries that need to reshape the way we attract people to these careers, we need to be thinking about what ultimately gets people that awareness so that we can be more proactive in creating that. But I think it's a really cool story. What I'm curious about, I guess is being a woman field engineer, I'm sure you were in the minority and what was that like? What did you like about it? But also what were some of the challenging pieces?

Sara Smith: Yeah, the challenging pieces were honestly not just field service, it's STEM also. So these are even things that still to this day some of my peers still struggle with, but specifically into field service. I think there's a lot of areas that some of our colleagues don't realize where women struggle. There are the kind of more obvious things, but there are these examples where you're just like, "Really? That happened to you like, oh my gosh." Throughout my career journey, I've had people ask me for a lock of hair. I have had people photograph me because they thought it was funny that I was pregnant while being in the field.

So these kinds of things that you know while they don't happen every day, they do happen. And on a more regular daily basis, some of the struggles that we face is, I feel like respect to your proficiency in the role is never assumed it has to be earned. When you walk through the door as a woman to a new customer that you may have never met or seen before, there may be that unconscious bias of, well, she's not going to be able to do what this other guy can. And that's even something that can be seen in both men and women. It's just men that maybe have this unconscious bias, other women may have this feeling about another female engineer too. So I'm not trying to call anybody out, but it is something I've even done.

If I take my car to go get its oil changed and there's a female tech changing my oil, I'm like, oh, that's unusual. You don't see that every day. So it's still something I'm even trying to be more conscious of. Let's maybe make this more normal. So that's one of the big ones is maybe a male going into a new site, they see them walk through the door and "Oh, we're saved. Our engineer's here, he's going to fix it." Whereas maybe I walk through the door and also I'm challenged by height as well. I'm very petite, so not only am I a female, I am a short female, which makes it even less likely because our instruments are quite large, that they have that confidence in me right out of the gate. But that kind of flips to the positives. So when you get that fixed in field service and you are out there alone maybe, and you are... You versus the machine.

And you can finally get that win and you can get that fixed fix and the satisfaction you receive from turning the doubters into believers into your abilities, that was one of the highlights and the positives about me being in field service, was I love that feeling of fixing things. I've always had that natural fix it inclination. It's another reason I got into change management. I stopped fixing instruments and wanted to fix broken processes and support people. We never lose that fix it mentality, but that satisfaction that you receive from showing people what you can do and turning and then they request you the next time, that's something that's unmatched in my opinion.

Sarah Nicastro: Yeah, no, I can see how you mentioned even when you were at Quest, enjoying working on the equipment yourself, there's the satisfaction of the win or the fix, but then also double that by the people that doubted you could get the job done and kind of saying like, okay. But I do think it's important to go back to I think those sort of conscious or unconscious biases that people carry that's important for us to be reflecting upon are the workplace, so within organizations accepting and inclusive, those are obviously important things. But some of the other things that you mentioned with the lock of hair and someone taking pictures of you, I mean, that's really more harassment in actuality. And I think these are things that it's very important for organizations to understand that women still face and come across that we need to be aware of and dealing with because it's not okay.

And knowing that there's already going to be complexities to navigate regardless of anything like that, it just makes it that much harder. I did a podcast recently with a gentleman from Socomec, Franklin Maxson, and we talked a lot about safety, and part of the conversation we had is this idea of technicians feeling this sense of autonomy and whatever the reason is that they might not feel safe, whether that is physically, psychologically, et cetera, making them feel empowered to speak up and remove themselves from those situations.

And we talked about that that's something that can be easy for companies to say and harder for them to do because if the result of that is you are frustrating an important customer by saying, "I don't appreciate you taking a picture of me," it's a harder thing to navigate than a lot of people want to acknowledge upfront. So I think it's important to share those things and to have those conversations because those situations will come up and how a company makes its employees feel empowered to handle those situations goes a long way in how we make women or anyone feel more supported in those roles. So thank you for speaking to that.

Sara Smith: Yeah, absolutely. I mean, it is uncomfortable, right? It's an uncomfortable topic to talk about and it's probably uncomfortable to listen to as well and realize that this happens. But you're right, I do think it is important to share those examples because many people don't often realize that that does happen. So we got to get comfortable being uncomfortable.

Sarah Nicastro: Exactly, yeah. Now other than making ourselves comfortable, being uncomfortable, having the conversations, is there anything else you would point to on what you think it will take to get more women into service technician roles and into this space?

Sara Smith: Absolutely. I have heard this question asked many, many times through podcasts, articles, things like that. And I kind of wanted to call out a gap I often see in those answers. A lot of the answers that I've seen personally talk about policy changes and maybe some things that people like myself or people listening to this podcast don't have the ability to control within their organization. I don't get the CEO big bucks, so I don't get to make the decisions on which policies we enact, and that's fine. There's plenty that we can do in our level locally around us to make that positive influence. So I don't think we need to sit around and wait for organizations to make these types of changes. We need to start and look within ourselves first.

And now, I can say that Waters does an excellent job with this, but being an expert in change, I'm kind of one of the first to realize and amplify the power of social influence. That's a big one. And so I kind of feel like there's three outlets that we can do this effectively. So like I said, influencing our company culture, which yes, we can influence our company culture even if we're not driving those policies, interacting with our peers and raising that awareness, kind of like what you talked about. And then three within our local community as well. So within the company culture piece of it, I tell people at Waters all the time, you have the power to make the culture that you want within your team.

Just because we are driving these certain initiatives like yes, absolutely, we need to make sure that we get our business goals accomplished, but take a moment to create that environment that you want to see be the change that you want to see, have some more team building activities. Nobody's going to come and say you have to do this, and you have to make a positive culture locally. That ownership lies within us, and we kind of determine that environment. So being more aware of that and understanding that we have that control outside of maybe policy that's big, that's big for me, and that influenced a lot of what I do. The second piece of it with our peers. So I had an example of this that worked really, really well. I was actually invited to speak to... It was about a hundred sales and service managers at this meeting that we had about those exact experiences.

And after the fact I had many of my male service manager colleagues come up after me and say, "Oh my gosh, I had no idea that you had gone through anything like that." They're like, "You're so well put together. You've been able to grow your career. We had no clue that you were going through these things while you were a service engineer." So what they did is they actually took that back to their teams and proactively asked their teams, again, men and women, "What is your day like? What's happening in your world that I need to be aware of?" And they followed back up with me a few weeks later, and they actually found some ways that they could help their female employees and with struggles that they didn't even know were happening.

Because to your point earlier, a lot of people don't feel comfortable speaking up in those situations because they're afraid of any number of retaliation or I don't want to lose the big customer and the big client. I don't want to be the one that's responsible for that because I spoke out about a situation. So proactive dialogue, I think from a leadership perspective goes a long way because you're going to find a lot more information that way from your teams. And then finally, within our communities, I'm a big proponent of getting in front of our younger generations and normalizing women in service, women in field service roles.

Waters has this excellent STEM kit that takes purple Kool-Aid and separates it out to red and blue using one of our column cartridges. And I am actually going to have the opportunity to do that in front of my daughter's third grade class soon. So I'm super excited about that, but I'm also really excited to, again, it's normalized that I'm a woman going up and performing this experiment in front of the younger generations, so that way it's not weird when they grow up and see a woman in this type of industry. So kind of doing what I can on a local level within my community to raise awareness to these things, to be the change that I want to see within my community and kind of put myself out there and having those equitable opportunities for women as well is super important early in age as well as during their career.

Sarah Nicastro: Yeah, absolutely. Very good advice. Okay, so let's get into the change part of the conversation. So the first thing I want to talk about, you mentioned that you had about five years as a technician, about five years as a service manager before taking on this change enablement role. And the other thing to mention though is that historically Waters worked with consultants on managing change. So yours is the first full-time role dedicated to this for service. Okay, so what I'd like to talk about is a little bit about that decision and maybe some of the pros and potentially cons of handling change enablement in-house versus working with consultant.

Sara Smith:

Absolutely. So I took over this role during a deployment, and we had kind of set everything up with a consultant. So as they were rolling off, they made the decision to stand up this role long-term within the service organization at Waters. So my story is somewhat unique in the sense that I grew up in field service essentially throughout my career. I have that deep industry expertise, not only from the industry but for the company itself because I've been here for over a decade. And what that does is help create sustainment for future success. So kind of the consultants set us up and that way I can reinforce the changes long past their exit.

And consultants are fantastic. They did a great job of engaging for bigger program launches, supplementing support, generating ideas that maybe we wouldn't have thought of internally, but there is something very powerful in standing up a permanent change infrastructure that shows employees, we care about your experience, we care about your success. We are making this a long-term investment in you. And that really helps build the change resiliency within an organization when you show that you have dedication to that. But even an internal change management team needs to make sure they're keeping their finger on the pulse external to their organization, or you can start going down a path that is maybe not ideal to align with industry best practices or standards or things like that.

So my advice is I feel like there's not do one or the other, but maybe there is a best practice to find a balance between the two. How can you start off the program, get the outside idea... Especially with, like I said, larger initiatives, whether it's a tech rollout or a complete reorg of the organization, having that external expertise is very, very valuable. But standing it up internally, long-term shows that commitment to success.

Sarah Nicastro: Yeah, that makes sense. And I think the other big change is that we're at a point in service where I've been talking about this quite a bit as thinking about change from the lens of change leadership, not change management, because change management I always think of as historically it's been very project focused, but today it is more people focused because the change is ongoing, right?

Sara Smith: Absolutely.

Sarah Nicastro: Yes, it comes in waves. Yes, it still comes in the form of projects, but it's also like we're coming from a world of where I think that companies didn't have something like this internally because they had relatively long stable periods. And then, okay, we're going to change this thing. Let's bring someone in to help us through that. And now we're back to another long stable period. That's just not the landscape that we're in. So I think this idea of having a dedicated function is also aligned with just our reality in service of being more in a transformative innovative phase and having something always changing, right?

Sara Smith: Absolutely.

Sarah Nicastro: And that sort of thing, but I like your point too about what it represents to the teams, but then also not losing sight of the value of some of that external expertise, external perspective. So that makes sense. Okay, so you mentioned that you have a certification in and use a lot of the ADKAR methodology. So in your experience, what aspects of that work well? Because then I want to go on and talk a little bit about what gaps you see.

Sara Smith: Sure. So for those who don't know ADKAR, I can give a brief explanation. ADKAR stands for the five elements that every individual needs to go through during times of change in order to reach that future state. Prosci, it believes that organizations don't change people change people are the ones bringing the organization along on this journey. And on this journey, you have to move through these five steps in order. That's very important. So always start with why. So the awareness piece, that's the first one in the ADKAR message, making sure people know why we are asking them to change, right? Have you ever been sent to a training class and you have no idea why you're there? I bet you didn't retain much from that training class. We need to understand why are we here and what's the goal. So that then leads to our next piece, which is the desire piece. And this one's a little bit more challenging because this is where our human nature can really come into play.

And at the end of the day, we are free will humans, and we cannot control people in that way. We have to understand that the desire piece of it I have chosen to adopt to this change is an individual's choice. We can influence, we can try to bring them along as much as we can, but at the end of the day, it is up to that individual to make sure that they have that desire. Then we get to knowledge. So this is your training, making sure people have the information they need to be successful in this change. And then I like that Prosci has separated knowledge from ability. So ability is the next piece. Just because you have the knowledge doesn't mean you have the ability to put it into practice. And these can be physical barriers, mental barriers, but it's up to the leadership teams locally to really foster that ability piece and making sure the right environment is there for their teams to succeed.

And then finally, the reinforcement is the last ADKAR element, and I feel like this is one that kind of drops sometimes, especially without that long-term change culture within an organization. Because think about it like a diet or if you're trying to stop smoking, if we aren't continuously reinforcing that behavior, we're going to fall right back into eating an entire sleeve of Oreos in one sitting or something like that. We need to reinforce that positive behavior and making sure that it sticks long term. And I have been able to scale this approach and apply it really well on a large scale here at Waters through our Change Champions network. So since ADKAR is a more individualistic approach, what we did... It kind of kicked off with our deployment and we've kept it going for a couple years now based on the positive feedback that we've seen.

It's comprised of about 230 service employees, so about 10% of our service population across 34 countries. So this is a global scalable initiative that we have, and it brings that peer-to-peer approach with focused personas. So engineers are talking to engineers, managers are talking to managers. Our expert center tech support staff are talking to other tech support staffs and creating that community around people locally because typically within organizations support, the support teams are small. So when we were dealing with thousands of employees to support with such a massive change, having those localized champions in supporting them to be that local expert has been super, super helpful. So we do do that. We have quarterly surveys and we get about a 95% approval rating, which is phenomenal in my opinion, of our champions. So they're doing a fantastic job and we've really seen a lot of success with the Prosci ADKAR model, for sure.

Sarah Nicastro: So then what gaps, if any, are there? The methodology works, but where would you say that following a methodology like ADKAR doesn't necessarily meet all of the needs?

Sara Smith: Absolutely. There shouldn't be one approach that fits everything, in my opinion. And I have found a lot of success. Like I said, when I'm kind of working down within the organization, when I am speaking to our senior leaders or our executives, that's when I feel ADKAR's not the best approach. Those executives, they don't need to know the what's in it for me, they need to rise to that higher level. So I use, I'm sure people are more familiar with Kotter's eight steps, that's definitely something I use with more senior leadership and executives. And for people who don't know what those are, I can list them very briefly.

So for one, it creates urgency. Two, forming a powerful coalition. Three, creating a vision for change. That's a big one when we're talking about executives having that vision, having that goal in mind for the organization of what are we driving to is super important. Communicating that vision, communication, I cannot emphasize enough how important communication is in times of change. Removing obstacles, creating short-term wins and I always like to say celebrating those short-term wins as well. Building on the change is step seven. And then eight is anchoring the changes in the corporate culture, which again, like we talked about earlier, when we are working with those senior leaders and executives who have more pool over the corporate culture of an organization, if you embed that change in that culture, again, it's more likely to succeed long-term.

So there's that. And also, I like to talk about how change affects people emotionally. I feel like it's one of those topics that can be a little stigmatized, and I would love to de-stigmatize that. So I use the Kubler Ross change curve when I'm talking about the emotions that a person may go through. Again, man or woman, we all have feelings about changes. The comfort zone is a very powerful thing, and when you take someone out of it, they're going to have some thoughts and feelings about it. So there's some great models online of the Kubler Ross change curve, kind of goes through how a person goes through shock, denial, frustration, maybe even depression before they kind of experiment, decide and integrate as they're coming out of that downward slope. Those are the two that I kind of use to supplement the ADKAR methodology.

Sarah Nicastro: Yeah, no, I love that. We had a woman on the podcast a number of months ago, and she actually spoke at our event in Minneapolis, Elizabeth Moran, and she talks a little bit about the neuroscience behind change. And it is a very, I guess simple point, but I think one that sometimes we forget and ties to the emotional reaction, which is we need to remember that resistance to change is human nature. So it isn't someone being difficult. It isn't indicative that the change will fail or it isn't a good idea. It's simply just built into someone's brain. And so I think that is important to remember and acknowledge that you have to work through and that it's normal and all of that, if that makes sense.

Another thing I think is interesting, we talked a little bit about how you are in a global role, but you're working a lot with regions to sort of execute these initiatives. And so what we talked about is that you have to rely on leading by influence versus having direct control because these aren't direct reports that you can say, Hey, I need you to do X, Y, and Z. You have to get people invested. How do you think the focus on influence versus control shapes your approach?

Sara Smith: Yeah, absolutely. I think that goes back to what you were talking about with change leadership. So our local leaders are absolutely paramount to ensuring that any change that we try to implement, large or small is successful. And actually, so there's been some research, 70% of employees want to hear personal impact messages about change directly from their immediate supervisor. They don't want to hear it from me as the change director. They don't even want to hear it from the executives because the executives can't get down to the what's in it for me, how is this going to impact me personally. So like I said, communication and setting up those leaders to be able to have those talking points, and they have the support to feel like they can go to their teams with that type of information. So what we do is we try to enable our leaders before we bring it to the rest of the organization.

Those local leaders are absolutely necessary to making sure our changes is successful. I kind of think of it as change for change. So I use some of the same change management principles associated with awareness and desire building to create advocates in those local leaders, ensure we have alignment because that's another big key thing, make sure we're all talking about the same thing and get their buy-in before we bring it to the rest of the organization. As a change leader, I should be providing framework for them to go execute. So that's really the kind of overarching themes is support your leaders as much as possible, because the influence versus control doesn't matter as much if we have those advocates built already.

Sarah Nicastro: Yeah, no, I think that's a good point, and I think it's a piece that sometimes can be overlooked, the importance of having frontline managers who are not only bought in but capable. So going back to the knowledge and the ability piece like, do they themselves have the ability to be those change leaders? That's a whole different conversation in terms of enablement, but often you see companies focus on change management from a very top down approach, but not necessarily from the perspective of, I like what you said first, tackling the managers, building that understanding and awareness and building those advocates and then taking it from there. So I think that's very wise. I'm curious, how do you navigate change saturation or change fatigue? Because obviously we talked about the fact that we're living in a very dynamic world, to put it kindly, and obviously from the lens of a global company and all of its employees, I think people can get to a point where they're just like, I can't handle anything else tapped. So how do you-

Sara Smith: Yeah, they've tapped out.

Sarah Nicastro: ... worked through that? Yeah.

Sara Smith: Yeah. Change is here to stay. Like you said, we're not going to slow the pace anytime soon. You can't open up your computer these days without hearing about AI in some sort of way, shape, and form. The industry is changing at a pace that we've never seen before and it's not going to slow. So going back to the concept of building that resiliency within an organization and empowering leaders to have that accountability, empowering them to have that ability and knowledge to better best support their teams. We are all human. We all experience this change fatigue. Even me and I deal with change on a daily basis, and sometimes I'm... Why can't things just stay the same even for a little bit? But that's okay, right? So normalizing those thoughts and those feelings, again is extremely important to managing the change fatigue. One other thing that I have seen be very, very helpful is those quarterly surveys that I send out, there's an option to be contacted.

It's an anonymous survey, but there's an option you can put in your email address if you wish to be contacted about any of the information or troubles that you're having. And I block out a day and I literally respond to every single one of them that comes in. Most of the time they entered their email address because they didn't realize it was an optional field versus a required field. But what they say after that tells me that we're on the right track because what they say is, "Oh my gosh, there's an actual human being reading my comments and responding, reaching out to me about my struggle or what I'm going through." That alone has created such a positive influence. Just the fact that they have an avenue, they know somebody's listening and somebody cares. So again, that also goes back to that standing up the change management or change enablement internally because you have the bandwidth to do those kinds of things. It speaks volumes to employees to have their voice heard and actually have someone follow up with them as well. It's huge.

Sarah Nicastro: Absolutely. I think the only other thing I want to reiterate that you mentioned earlier that can really help with change fatigue is you mentioned the importance of celebrating the small wins. And I think in an environment where change is pretty constant and there's always going to be a next thing and the next thing, making sure that one, you're celebrating, period, but two, you aren't waiting until every huge seismic shift to do so, but you're celebrating the effort. You're celebrating even the failures, and you're making people feel that you appreciate the effort they're putting into adapting, not necessarily accomplishing just the big goal. I think that is so, so important and also something that people under utilize for sure.

Sara Smith: Absolutely.

Sarah Nicastro: Okay, so last question is, we talked about normal human response, right? That there's phases people go through, resistance is normal, et cetera. Are there anything you would point out that kind of goes a step beyond that, that are more persistent mindsets or beliefs that really can kind of serve as a big roadblock for positive forward motion?

Sara Smith: Absolutely. I'm sure you've heard of the fixed versus growth mindset, and that is one I always come back to where I'm thinking about this kind of topic. So it can be the silent protest or it can be someone that is overtly speaking up in meetings that they just don't want to do. This resistance can come in many ways, shapes and forms, and to your point earlier, it is inevitable. It is human nature. I can speak from experience that I made the mistake, and early on in this role that I thought some of the changes that we were putting out were they were going to be great for everybody and everybody was just going to get on board with it. I did not expect the level of resistance that I received, and that helped me, again, learn for future initiatives. So did I need to do a better job explaining the why?

Every kind of setback or every piece of feedback that I get that is not positive is an opportunity for us to learn and adjust our approach a little bit more. So when you think about those different kinds of mindsets, the fixed mindset specifically, we have to expect it. We have to plan for it, not only at a 30,000-foot view, and I tell the leaders here at Waters all the time, "I can only do so much. I'm relying on you to bring us home the rest of the way." We have about a goal of 80%. So if we can reach 80% with a global change initiative, that's what we consider to be a success. We are relying on the local leaders to bring us across the finish line with that rest 20%. So planning for it and mitigating it, understanding we'll never be able to get rid of it.

Because that can create a lot of frustration if we're just like, oh, why is everybody resisting? Or why is this one person resisting? It's going to happen? And maybe it's just because they don't understand the training material, they don't understand the why. They don't understand how this is going to personally impact them. But embedding that growth mindset within the culture versus a fixed mindset and continuously building upon the why, going back to reinforcing those things, that's really one of the biggest things that I still feel persists is kind of that fixed mindset. We've done things this way for so long. If it ain't broke, don't fix it. Why are we changing things? So like I said, building that resiliency of change culture, reinforcing the why, just the reinforcement piece in general to whichever ADKAR element people are suffering with, and having those conversations with your team to know where are they actually struggling that can really help us get from that fixed mindset to the growth mindset.

Sarah Nicastro: Yeah, really good stuff. I like this. All right, this has been great, Sara. Is there any other thoughts or comments that you want to leave off with?

Sara Smith: No, I want to thank you for this opportunity. These are two topics that are extremely important to me and I'm passionate about, so I'm really thankful for the opportunity to share my experience and share what I've learned over the last few years in my career journey. But no, I think this has been fantastic. And the more that we can talk about change management, because like you said, we've heard it that it's necessary, but not a lot of people talk about what that actually means. So I'm really appreciative of the forum here to kind of talk about what I do. So thank you.

Sarah Nicastro: Yes, thank you for coming and sharing your perspective. We really appreciate it and hope to have you back sometime in the future.

Sara Smith: Great. Thank you.

Sarah Nicastro: Yep. You can find more by visiting us at futureoffieldservice.com. While you're there, be sure to sign up for the Future of Field Service INSIDER, which will deliver the latest articles in podcasts to your inbox every other week. 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 18, 2023 | 9 Mins Read

Live Tour 2023: Stockholm Highlights

October 18, 2023 | 9 Mins Read

Live Tour 2023: Stockholm Highlights

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Sarah shares a synopsis of the topics discussed at the Future of Field Service Live Tour 2023 stop in Stockholm on October 10th.

Sarah Nicastro: Welcome to the Future of Field Service podcast. I'm your host, Sarah Nicastro. Last week we held the sixth and final Future of Field Service Live Tour event for 2023 in Stockholm. It was a great day, great event, and wonderful way to wrap up the live tour series for this year, and thought it would be worth sharing a bit of what took place with you all. If you haven't listened to any of our event recap podcasts before or haven't had the opportunity to attend a live tour event, the format for the day is we have a series of speakers, typically four or five, six speakers depending on the duration of that day's event, who do interview-based sessions. So similar to what you normally hear on this podcast just in-person. So they're pretty casual in nature. We sit in front of the audience, but they aren't slide based. We're welcoming these people in to share their experiences, insights, expertise with the audience and learn from one another.

We also have workshops that are sprinkled in, usually one in the morning, one in the afternoon, where attendees break out into smaller groups and have some more in-depth conversation related to the topics that have been presented. So this is the second year doing these events. In 2022, we hosted five, this year, this was our sixth. And overall the feedback has been very positive and it's always heartwarming for me if I ask people, how is today for you? I had a gentleman last week that said it was inspiring. And those are the answers I love because we live in the information age, we can get information everywhere. So while the speakers are definitely sharing helpful insights and information, what I love about these days is when these service leaders take a break from their everyday responsibilities and come together as a community, they have the opportunity to leave feeling inspired and reinvigorated to go back and continue innovating in their businesses. So that's an honor for me.

So last week in Stockholm we had our first session was with Caroline Häggström Marklund, who is the Managing Director and Vice President for Customer Services in the Nordics at Vattenfall. So this session was an inside look at Vattenfall customer services prize winning people first strategy. Okay, so Vattenfall customer service has won a couple of different awards and recognitions such as winning the Swedish Union's HBTQI award for Most Inclusive Workplace. That's just one example. So they have won these awards because they have put a lot of effort into really creating this people first culture. This is one of those things that, as Caroline and I discussed, can be a very thrown about term. Everyone knows that they should say there are people first, but it's a question of if they're really doing the work to live that out, and then what impact that can have. So I loved that Caroline made a number of really, really important points, and the entire session was great and hopefully will be released as a podcast.

But I know one of the things that was important for her to convey is that people tend to think that this idea of people first is this soft, fluffy concept. And what she wanted to make sure people understand is that there are real business benefits that come from putting action behind creating a people first culture. So she spoke in specifics about some of the impact that Vattenfall customer service has seen since it started on this journey and how that has related to metrics of results achieved, customer satisfaction, et cetera. She also spoke about some of the challenges. So she was there from the perspective of winning these awards and having made all of this progress, but she was sure to share with folks that it hasn't just been a smooth journey. There are some things that are challenging that you have to overcome if you want to put the effort behind truly becoming people first. So she shared some of those.

She also spoke about some of the most important elements. So she shared some stories about building trust and how that can take time, requires patience, but is very, very important in showing your teams that you are invested in the process. She also talked about the fact that leaders can't do this without being able to be vulnerable and emotional. Being people first requires you to really get to know people as humans, and you can't do that if you're not willing to open up and be yourself. And she also talked about the importance of being humble and shared a story around her willingness and readiness to admit when she doesn't have the answers. And also sharing with her teams that her intentions are good, but she isn't perfect and welcoming them to hold her accountable. So many great points were made, and I think a very important discussion.

Any of you that are here on the podcast often know that I'm a big believer in this approach and what it will continue to mean in terms of retaining and recruiting top talent into the future. The second session we had was a service transformation deep dive with Electrolux. So, I was joined by Kristoffer Brun, who is Services and Repair Transformation Manager, Anna Mezzanotte, who is Service Operations Product Domain Expert, and Peter Sandqvist, who is the Transformation Manager, all from Electrolux. What was really cool about this session is Kristoffer, Anna and Peter are all from different functions of the business and came together to really talk about what has gone into making their service transformation a success. So they're in the midst of a global rollout of IFS and talked about some lessons learned in actually piloting a solution before they regrouped and went through a new selection process and what they learned about the importance of having all stakeholders involved.

They also then talked about the pilot process, change management, lessons learned from, Peter was speaking from the business perspective, some of the things that came up that were maybe a little bit more unexpected or unique that they have kept track of and taken as lessons learned. And Anna then from an IT perspective, so they went into some detail around what does it really take to execute this type of global transformation? What are some of the things that were pleasant surprises? What are some of the things that were unseen, unforeseen challenges? What have they been learning along the way that they then take and put into the plan for the next region, et cetera.

So it was a great session. I think these are the types of sessions people really value because we often speak of these global projects once they're completely executed and we talk about the impact, but people aren't always willing to share the in-between and the deep dive into what it takes along the way to get to that ultimate success. After that, we had our morning workshops and lunch, and then the next session was with Hannele Peltonen, who is the Head of Field Service Transformation at KONE. So Hannele joined really to talk about how KONE is viewing and forging the future of service. So we spoke about a number of different areas of change or of transformation, and how those can be both a challenge and an opportunity. So Hannele spoke about her view on each of those areas and what some of the challenges are, but also what some of the opportunity is that those areas represent for the business going forward.

So again, very big global brand. So a lot of things to take into consideration when you think about this idea of creating global consistency and customer experience and global standards, but also keeping in mind all of the regional differences in approach, culture, et cetera. We talked about obviously technology and the role that plays. We talked about how the role of service technicians has changed and is changing. So a number of different areas that are top of mind for Hannele as she leads KONE into the future of service. The next session was with Henrik Wahl, who is the Business Area Manager for Services at Coromatic. And this session was how Coromatic has taken service from aftermarket afterthought to business growth engine. So Henrik started by saying how much he dislikes the term aftermarket and why that often gives the connotation that it is more of an afterthought.

We talked about Coromatic beginning in 2017, really saw an opportunity for differentiation and growth around service, and Henrik has been leading that journey since that time. So they decided to create service as a dedicated business. And so he spoke about why that decision was made, the impact that it's had, how they have encouraged technicians to not necessarily outrightly sell, but to make suggestions with customers to take more of that consultative trusted advisor role and the impact that that's had. Also, how this journey has evolved, the type of services that they offer their customers. So moving from the traditional service to more of an area of opportunity to make suggestions to a full outsourced service model. So it was interesting to think about how this focus brought about for them areas to introduce different service offerings, and certainly they have succeeded in really growing service for Coromatic. And so we talked about in the future making sure that the different areas of the business are aligned to provide a cohesive customer experience and some of the things that will be coming next.

And last but not least, we had a session with Ann Sørensen, who is the Global Competence Development Manager at Alfa Laval, and we talked about what it takes to build competence and service from the front lines to the leadership levels. So Ann spoke quite a bit about some of the changes we see in the talent landscape and what's important to new talent coming in, in terms of not only the onboarding experience and training, but also career development paths. What opportunities exist for them within the business and how that requires Alfa Laval to take a different approach than it has traditionally. We talked about how she and her global role aligns with local HR and business leadership to create and execute this competent strategy.

We talked about the importance of a company brand and evangelizing the service opportunity, bringing people into service as a potential career. We talked about the importance of competence, not only at the frontline level, which is I think what people often think of, making sure that the frontline workforce is trained and enabled to do the job we need them to do, but also remembering that we need to think about competence from the leadership perspective. So tying back to the first session of the day with Caroline, and for us to be more people first, for us to take a modern leadership approach, we need to keep in mind that leadership also demands training, development, upskilling and competence building along the way. And of course, she spoke about how Alfa Laval is tackling these different areas, what she thinks the future holds in terms of building competence and some of the trends. And it was a great way to wrap up the day.

So five great sessions and some workshops interspersed to talk about these things and to have people weigh in on where they're at in their companies with these topics and also ask questions and have some good dialogue. So it was, like I said, a great way to end the tour series. We don't yet have plans in place for what 2024 will hold, but stay tuned. We'll obviously share those with you all as soon as we know, and hope that if you haven't had the opportunity to join us at one of these events thus far, you will in the near future. They are special days, and I enjoy each and every one. So big thank you to everyone in Stockholm who joined us to speak and share their insights and also those who came to attend and enjoy the day.

As always, you can find more content by visiting us at futureoffieldservice.com. My hope is in the coming weeks, we will be able to share some of the Stockholm sessions as podcasts so that you can hear the conversations that I've mentioned today in their full detail. The Future of Field Service podcasts is published in partnership with IFS. You can learn more at ifs.com. As always, thank you for listening.

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October 11, 2023 | 8 Mins Read

 Top 100 Service Visionaries: Awards Recap

October 11, 2023 | 8 Mins Read

 Top 100 Service Visionaries: Awards Recap

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Sarah shares insight from the awards ceremony for the inaugural Hot Topics’ Top 100 Service Visionaries which took place last week at the iconic Abbey Road Studios in London.

Sarah Nicastro: Welcome to the Future of Field Service Podcast. I'm your host, Sarah Nicastro. This week I had the opportunity to visit the iconic Abbey Road Studios in London to help announce the inaugural group of awards for the Service Visionaries 100. The Service Visionaries Top 100 List is an acknowledgement of service leaders globally that was created in partnership with HotTopics and IFS. If you're not familiar with HotTopics, they are a London-based firm who are dedicated to creating a community of C-suite leaders across the globe, and they have created these awards in various categories, including chief digital officer, information security, marketing, things like that. Obviously, IFS understands the incredible role that service leaders play in today's businesses and worked with HotTopics to create this first ever Service Visionaries 100 List to recognize and acknowledge the hard work of some of the world's top service leaders. So it was a wonderful experience.

I had the opportunity to record a panel discussion in the famous Studio Three, the main event took place in Studio One. I had an opportunity to speak on stage about why I think the recognition of service leaders is so incredibly important and what a service visionary means. And one of the funnest parts of the day that I was a little nervous about honestly going into the day is at the end of the evening, we all got together in Studio Two, which is where the Beatles recorded a lot of their art and music over the years to record a group song.

So we had a vocal coach that led us in some practice before we dove in and recorded a song ourselves as a group. We had the sound engineer, Paul, who was hilarious and a lot of fun. And I was nervous because I'm no singer, but it was actually a really cool experience and it was just incredible to be in a place that so many artists have been and created amazing music and just incredible moments. So just to think about what's taken place in that building while we were there was just phenomenally cool.

So that being said, I thought it would be worthwhile to record this episode to talk a little bit about not just how cool the day was, of course, but what the recognition of service leaders means to me and why I was so honored to serve as a judge in selection of the top 100, and also why I think it's so great that HotTopics has created this category and this list.

So first of all, what is a service visionary? I think everyone would define that a bit differently, but to me, I think that a service visionary is such an incredible connection point within the business between customers being leader of the frontline teams that interact with customers on a day-to-day basis. They sort of own the ability to have that incredible customer impact, to build those relationships, to provide that brand experience, to create loyalty, to bring customer sentiment in, et cetera. So they are incredibly important when it comes to the customer intimacy that a business has. Of course, they can't do that piece without their teams and the frontline workforce. And so they're also a critical connection point for all of those employees throughout the ranks into the business and to the customers, and ensuring that those teams are engaged, empowered, and understand the importance of the mission that they have and the purpose of what they do.

And then finally, they are a connection of those things into the business. So being able to help evangelize the importance of service within the business and being able to help continue to shift the perception of service from a cost center to a profit center, something that is a key pillar and area of innovation and evolution for companies in so many industries. So I think the service visionary has to be a master prioritizer. There are so many different competing projects, objectives, interests, KPIs, challenges, and they're constantly forced to make sure they are not only addressing the day's most immediate needs and priorities, but also looking ahead and putting the business and the function in a position for innovation and making sure that they are creating service differentiation not only for today, but for what customers will want in the future. So incredibly important role.

We had a conversation in our panel discussion about did the folks there feel that the impact of a service visionary is widely understood at the C-level? And the answer was no. I think that we know that historically, service leaders and the service function have been viewed as important in resolving problems and meeting customer needs when they need a repair or an installation or whatever the company's service is. I think what's still not as widely understood, recognized, or acknowledged as it should be, is that service not only is an incredibly important piece of customer experience, but it is a very powerful source of customer sentiment. We talked a lot about how the intimacy that service teams have with customers is often only leveraged in terms of maintaining satisfaction, not leveraged in bringing voice of the customer into the business in terms of product development, R&D or the go-to-market strategy and developing new offerings and understanding what areas of innovation may be most impactful. So it's respected in the sense of the importance of solving problems, but not necessarily the power of how it can play a role in a company's innovation and evolution.

The other piece we talked about is, of course, companies that still aren't harnessing the potential of service to grow the business and create new revenue streams. So there are certainly companies that are and who understand the competitive differentiation and growth potential of the service function, but there are a lot who still view service as quite frankly, more of an afterthought or that necessary evil, if you will. And so I think really bringing service to the table in not only its impact on the customer experience, but its ability to bring customer sentiment into the business and be a key part of the company's evolution and revenue growth is very, very important.

So this award, I think is such an important step in bringing some of that awareness to the C-level, making sure that they understand the impact that service does have, but more importantly can have on the business.

In the panel discussion that we had, we talked a lot about how service leaders often have so much passion and conviction around how a company needs to transform or innovate, and that comes from hearing so much from customers firsthand. So we talked a little bit about how there are functions of the business who are at the table in company-wide decision-making strategy, et cetera, that are quite far removed from the realities of the customer's business. Service, on the other hand, is intimately involved and often owns those relationships and sometimes doesn't have a seat at that table and doesn't have the opportunity to weigh in on what the company is looking at overall. And I think in the years that I've been in this space, I've grown to really love this community. And I think it is that passion and conviction that comes from seeing the opportunity that exists to make changes, to create new things, to solve different problems from those customer interactions.

So I think we in this community all understand the incredible role of service and the ways in which companies who are recognizing its impact, how it sets them apart. But I think this collaboration between HotTopics and IFS to acknowledge not only these top 100 leaders of 2023, but the category itself, to bring it into the conversation, to be able to have myself, some of the other judges, some of the winners on stage in London to talk about what is a service visionary? What is so important about service leadership? And what does the future hold? It's a very important way to initiate those conversations in the businesses of everyone attending. So I just think it's a great initiative.

Judging was hard. There are so many leaders doing incredible things within their businesses, impacting their individual teams and their company's customers, but also for the industry at large. And I have the privilege of talking to so many of them on a weekly or daily basis, and that's why I love what I do so much. So the acknowledgement of the top 100 is just the tip of the iceberg. There's so many more who are having just as big of an impact and playing just as important a role in their respective organizations. So I hope that as HotTopics does this award again next year, the idea of it will catch on, the nominations will be more and more, and the organization will have an opportunity to recognize another 100 leaders and just continue to elevate the discussion around the critical importance and opportunity of service within each and every business that is part of their C-suite community.

So again, big thanks to HotTopics and IFS for seizing the opportunity to create this category and acknowledge these leaders and appreciate the opportunity to play a role in doing that this year. It was an honor and huge congratulations to the top 100 service visionaries of 2023. I have deep respect for each and every one of you and admire the hard work and passion that you bring to what you do. I know that you and your teams are so well deserving of this acknowledgement, and I hope you take a moment to be proud of not only being a part of the list, but just the impact that you have day in and day out. So huge congratulations to this year's winners. I will make sure we link to that list in the show notes so that you can take a look through who is part of the top 100 this year, and of course, as the award surfaces again in 2024, we will be sure to share how you can nominate the top 100 of next year.

So just wanted to share that with you, draw attention to HotTopics as a community, if any of you're interested in following them. Of course, IFS as the leading service management provider and the brainchild behind bringing this award to such an important stage. And of course, the leaders who were recognized. So thanks for having a listen. I'll link those things in the show notes and we'll talk to you next week. As always, you can find more by visiting us at futureoffieldservice.com. The Future of Field Service Podcast is published in partnership with IFS. You can learn more at ifs.com. And as always, thank you for listening.

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