Manufacturers across the globe have focused on shifting their field service operation from a cost-centre to a profit driver. This leads to several new challenges, but also endless opportunities.
Author Nick Saraev
Photo: Freepik
Viessmann’s Director of Global field service Maaz Khan shared at a recent event how his team was able to build their field service program around connectivity, efficiency, and customer satisfaction. He took attendees through the most important elements to focus on if you want to overcome the complexity of the field service industry and survive the market-wide talent shortage.
Viessmann’s Field Service Challenges
Even though Viessmann started the shift to renewable energy solutions early, their head start didn’t last long. Between 2020 and 2023 the number of HVAC companies in Germany that install heat pumps shifted from 15% to 83%.
Installing heat pumps also takes roughly 2x longer than a conventional heating system, exacerbating the skill shortage. Between coordinating with electricians, finding technicians with specialised training, and dealing with the high demand, Viessmann would need 60k additional technicians to install 6 million heat pumps by 2030.
To fight back against these rising issues, Khan and his team developed a process for promising and delivering the perfect amount of service to sustain them.
Service vs Aftermarket
When you label service as “after sales” you detach it from the product lifecycle and it becomes an afterthought. Instead, Viessmann uses language that connects, like “service across the product lifecycle.” The focus is on customer service, which should be a constant for every department.
Several checkpoints across the customer lifecycle are opportunities for selling services. This includes
- Capital Sale – The easiest time to bring clients into your service pipeline is when you sell them your product. It can be a part of your pre-sale negotiations, and show the value your company brings long-term
- Installation – With technicians on-site, installation opens the door to conversations about the value your service packages add
- End of Warranty Phase – As warranties end, customers are naturally thinking about the challenge and cost of maintaining equipment, making this the perfect time to bring up maintenance plans again
- Maintenance and Repairs – Any time a client calls you for maintenance and repairs, remind them of your service packages
The longer it takes for your sales team to bring up your service department, the less likely you are to get a contract. Field service should be an integral part of your operation, meaning no product is sold without the potential of a service contract being discussed.
Making Service Simple
The sheer complexity of heat pumps makes it difficult for Viessmann to explain what their service technicians can accomplish. Making promises about kilowatts and niche jargon will only confuse clients and make them unsure about the value of the service.
Instead, focus on what customers understand. Pay a certain fee, and your device will not be broken. Make it easy for customers to sign up for service packages, with online options and sales teams dedicated to field service.
Viessmann balances demand by offering three separate service packages. These tiers are designed specifically to position the classic option as the value-for-money winner, ensuring the promises are easy to deliver on.
Standard Package
The basic maintenance package is priced almost the same as the “comfort +” making it far more attractive to include device connectivity through the upgrade. Roughly 15% of customers are invested in this level of service.
Classic Package
Bring in device connectivity for predictive maintenance. Maintenance can be planned for the perfect time, and your team can understand what’s happening with the product before arriving on-site.
This will offer your customers peace of mind, bring you valuable data about your installed base, and make your field technicians’ jobs far easier. By presenting them strategically, you can ensure roughly 80% of customers choose this option.
Comfort Package
The most advanced package can include all spare parts, maintenance, and optimization. Clients who can afford it can sit back, relax, and not worry about anything.
This level needs to be priced in a way that ensures your team can still deliver on the reaction times promised, even with a labour shortage. Ideally, you will keep the adoption rate around 5% or lower.
Device Connectivity
From 2016 to 2024, Viessmann went from having zero devices equipped with IoT to over 750,000. This makes them the stand-out leader for device connectivity in their sphere. This is only the beginning of their connectivity journey, as they strive to get as many products online as possible.
To complement this connectivity, they have created an in-house solution that instantly provides detailed diagnostics on any device. It tracks system behaviour and informs clients and technicians about any maintenance and preventive services that should be carried out.
The main thrust behind this function is the ability to compare devices to the performance of every other instance of that model in the field. Advanced AI algorithms find patterns and flag issues before they arise.
This makes it possible for your team to deliver on over 100,000 service contracts without overstretching your resources. You can use interconnectivity to enable
- Guided, on-site troubleshooting for clients
- Remote video support to minimize travel
- An integrated knowledge base for error identification and quick solutions
These features provide fast, reliable service, and a consistent user experience.
Customer Satisfaction and Experience
Bill Gates once said, “Your most unhappy customers are your greatest source of learning.”
There are several ways to gauge customer satisfaction with your brand, including
- Online Reviews – While Trust Pilot and similar sites aren’t always the most reliable customer satisfaction pointers, they can provide valuable feedback from your most and least happy customers
- NPS – Net Promoter Score is a metric used to measure the likelihood of customers recommending your brand to others. It is calculated based on a scale of 0-10 and can provide insights into overall customer satisfaction
- Post-Service Feedback – Asking customers for their thoughts directly after a successful service visit will result in an overwhelmingly positive sentiment
With so many different factors affecting feedback and satisfaction, it can be difficult to narrow down the things that truly matter to your customers. However, Viessmann found the biggest point that every single client valued in their service. Reachability.
How do your customers get in contact with you when a breakdown occurs? How can you ensure they get the service they need when they need it without getting stuck in a confusing queue?
The easiest way to deal with this is by empowering your customers through self-service options. Allow them to look up tickets, find information, and do basic diagnostics and troubleshooting on their own. The fewer calls you need to deal with in person, the easier it will be to deliver on your service promises.
In Conclusion
By focusing on connectivity, simplicity, and customer empowerment you can build your field service operation into a sustainable, scalable, and successful facet of your business. Continuously re-evaluating and improving upon your processes, technologies, and customer relationships will help you stay ahead of the competition and drive long-term success.
