John Cameron outline some key areas of focus for organisations looking to improve the cash flow of their field service division...

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For equipment dealers and companies that manage large service operations, service-to-cash cycles can be a headache. Indeed, the gap between when a technician is assigned a job to when accounting receives payment and recognises the revenue, can turn out to be one of the most stressful tasks if it is prolonged. Why? Because it can put a squeeze on your cash flow and profits.

Aberdeen Group reports that the average service-to-cash cycle is 34 days, with the best performers able to reduce this to around 26 days.

What Causes Long Service to Cash Cycles? 

A recent Trimble study1 amongst equipment dealers and service organisations found that most payment delays will often lie in the service-to-invoice process.

The main reasons for this being:

1. Paper forms are still being used by technicians to capture job details

40 per cent of those surveyed either do not use mobile devices to capture data in the field or are still in the process of rolling it out. If technicians must wait until the end of the day to enter job information, or if back office staff must manually enter job data into a separate billing application, the closing of work orders will be delayed.

2. A lack of visibility into customer data 

When a work order is closed, not having instant access to view customer data, such as discounts, service contracts, warranty info and equipment data may delay the work order process in the back-office.

3. A lack of process automation

When an invoice is generated and sent to the customer, there is a lack of process automation that would otherwise enable invoice creation and email upon work completion. Automated workflows also lack when exceptions occur eg: if additional parts are needed during a repair. 39% of those surveyed admitted that it takes 14-30 days to get an invoice to a customer once the job has been completed.

4. A lack of visibility into job details for the customer

When a customer receives an invoice, there may be little or inconsistent job details added, so the customer disputes it. There may also be no process automation or easy-pay options causing the customer to be dissatisfied and payment is delayed. 48% of those surveyed had no process in place for their customers to pay online.

What is the Impact to the Business?

Long service-to-cash cycles tie up excessive amounts of cash for working capital, instead of using that money to grow the business. When the service workflow and cross-departments are not connected, there is no real-time view of what’s going on in the field. What’s more, if paper-based forms are being relied upon to inform billing departments, the service organisation can suffer from both delayed and missed revenue.

For example, all too often, a technician will arrive at a job to find out that there are multiple items that require a fix. He may perform these fixes, run over his allocated time for the job and forgets to jot his extra hours down as he urgently moves on to the next job. This may end up in customers not being billed for all relevant hours, resulting in missed service revenue.

How Can You Improve Your Service to Cash Cycles?

Turning service-to-cash starts with identifying obstructions that are holding you back from receiving payment quickly and accurately. These can be identified by mapping out your service workflow, from the back office, through schedule and dispatch, to those out in the field.

Since each customer has different service requirements and service delivery can be complex, connecting your entire service workflow with a flexible and automated solution and following a three-step “manage, mobilise, monitor” process, is vital to making sure that no money is left behind.

Manage

An advanced service workflow solution automates workflows and completely removes the unnecessary and error-prone task of having to manually enter the same information, multiple times, into different systems and duplicating work. Being able to pull up work orders, billing information, parts inventory, service contract information and customer data in real-time, from a single source, gives the customer a more tailored experience in a consistent, professional and timely manner.

It is important to ensure that the service workflow solution is fully integrated with other systems, such as ERP solutions, telematics devices and CRM platforms.

This should include a workflow that communicates in real-time with every other part of the business and allows for streamlined business processes that are repeatable, predictable and instantaneous. When done right, companies get service revenue into their business as quickly as possible.

Mobilise

Equipping technicians with a mobile device out in the field enables them to connect and share real-time information with the back office, customers and equipment. They can capture the exact parts used on a job and change work orders to accurately reflect what services were performed onsite, which means that no profit is left on the table. Additionally, if the technician was able to perform some preventative maintenance at the same time, they wouldn’t need to plan a return trip. Mobile service apps give the technician flexibility to pass this information back to the office at the push of a button.

Monitor

Adding GPS into the equation means that you can verify that technicians are at the job when they say they are. Tracking your technicians through their smart device or vehicle telematics allows you to accurately bill for the amount of time the technician was actually onsite. If a task overruns because its actual complexity wasn’t originally planned for, not only are you able to reschedule the following tasks, but you will also be able to recognise that additional time in the billing process.

The back office can be instantly alerted of job completion through both signature capture on the service app and geofencing to notify that the technician has left the area. This process enables invoice generation automatically, reducing the billing cycle.

John Cameron, is General Manager, Trimble Field Service Management 

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Grundfos is a well-established company with a 180-year heritage and some active assets in the field over 30 years old still requiring maintenance, at this year’s Spring Servitization Conference they outlined why they see advanced services at the heart of their future...

Grundfos is an organisation with a long, proud and traditional history, yet at this year’s Spring Servitization Conference in Copenhagen, it was their vision of a brave new world, a world in which advanced services sit at the heart of their offering that was the focus of their presentation.

Thomas Rosenkilde Anderson, Group Vice President for Services at Grundfos A/S outlined the thinking behind the Danish Pump Manufacturers shift towards a servitized business alongside his colleague Marianne Kjeldgaard Knudsen, Senior Director, Head of Digital Commercial Offerings at Grundfos A/S.

“Service has already been embedded into the way we serve our customers,” Anderson begins as we sit down after his presentation and he gives me the opportunity to dig a little deeper into the conversation.

When we took the strategic decision from an executive level that now is the time to create a service business unit,“Previously, service was basically just a support function for our sales. It was also something that had evolved differently in each country we operate in. Sometimes it was well structured, sometimes it was very unstructured. So when we took the strategic decision from an executive level that now is the time to create a service business unit, it required a hell of a lot of planning and exercising on how to actually do it.”

“We actually held workshops across all countries across the globe in less than three months. We would be sitting together with the local country manager and their leadership teams and asking ‘how do you approach services here’, ‘who is doing service here?’”

“Then name by name, we went through the personnel undertaking any service work and identified those that were doing 50% of their role in a service capacity as someone who should become part of the service business unit. If they did less than 50% then they should stay where they are - and we did this all around the globe.”

“This was the first time that we really knew exactly how many service people we actually had. This was critical as when I first started I wanted to know what was our service business - how many people did we have and what was our profit margin, but we didn’t have easy access to those questions.”

It is interesting to note that at this point the service business was operated as a cost centre and it was Anderson’s drive to move the service operations to becoming a profit centre that demanded that such lack of visibility be overcome. However, moving to a profit centre was just part of the reasoning behind undertaking such a significant task as bringing transparency across the service operations globally for Grundfos.

However, one thing that Anderson stressed very clearly in his presentation was that such a significant shift in focus within an organisation is not possible overnight. It is a long iterative process - in his presentation, Anderson outlined Grundfos’ own roadmap which stretches across ten years.

Yet, when Anderson first arrived having transitioned from the high-tech sector, this was not necessarily the case.

We were selling basic service contracts in 15 different ways across 60 different locations across the globe, so there were a lot of basics such as tools and processes that we needed to fix first“Coming from a high-tech background I was used to working at a much faster pace, so such introducing change over such a long period wasn’t the original plan,” he explains.

“However, I realised that here the starting point was a bit more unstable, we were selling basic service contracts in 15 different ways across 60 different locations across the globe, so there were a lot of basics such as tools and processes that we needed to fix first. If we had tried to do everything at once and bring very advanced services to the market in one go there would have been chaos”

“In short, we needed to build a solid foundation before we could move forwards further and that takes time,” he adds.

The next phase of this development Anderson explains is to build financial transparency.

“We need to get a firm understanding and have total transparency on what is the cost of service, what revenue are we currently making from services? Then we can have a firm grasp of how service is impacting on our bottom line,” Anderson continued.

“Once this is all in place then we can start the big task of really fully developing our service portfolio and of course building out our tools, processes and customer support and getting that standardised across the globe.

“Then, of course, there is the consideration around the people part of this equation. Service businesses are people businesses. We need to make sure we take care of our people and that we attract the best people - so a lot of our investments are going into leadership positions.”

“We are looking at leadership development, financial training for those that will have commercial responsibilities and technical training for those who are focussed in that part of the sphere.”

What is clear is that whilst the end goal of a servitized business promises great opportunities the road to that goal is long and complex.

However, Anderson and his colleagues have a very thorough and well-defined roadmap to guide them on their way - something that it is essential for any company looking to follow in their path develop for themselves before they start the journey themselves.

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Ericsson has signed an agreement with the Swedish company Transtema Group AB to divest Ericsson Local Services AB (LSS), a subsidiary of Ericsson supplying field service operations and maintenance of fixed and mobile networks in Sweden.

Ericsson Local Services AB is a market leader in field services in Sweden. LSS builds and maintains network infrastructure and delivers services in all areas of Sweden's field service operations market.

Under the agreement, all operations and assets of LSS will be transferred to Transtema ownership. LSS will continue as a legal entity in Transtema Group. As a result of the transaction, Ericsson becomes a minority shareholder and will be represented on the Board of Directors of Transtema Group.

This divestment is in line with Ericsson’s business strategy, a key part of which is Managed Services and operating networks on behalf of our customers. The divestment of LSS is part of executing on that strategy as Ericsson will no longer sell new standalone field services projects.

Ericsson Local Services is a market leader in field service operations in Sweden with a skilled workforce of approximately 700 employees across the countryPer Narvinger, Head of Customer Unit Northern & Central Europe, Market Area Europe & Latin America, Ericsson, says: “Ericsson Local Services is a market leader in field service operations in Sweden with a skilled workforce of approximately 700 employees across the country. They deliver very good support to our customers, and we believe Transtema has an excellent opportunity to continue to develop the field service operations while also executing on existing customer commitments. Together we will ensure a quick and smooth transition and a good relationship.”

Magnus Johansson, CEO Transtema Group says “We intend to operate LSS as a separate legal entity within Transtema Group. With LSS experience, competence and customer relations in Sweden, they will become the backbone of our field service operations business. Our goal is to continue to grow the service business for telecom networks. This is in line with our ambition to develop our operations in Sweden and internationally. We look forward to welcoming and onboarding all LSS employees as soon as the deal is closed.”

The transaction is expected to close in the third quarter of the calendar year 2018 and is subject to customary closing conditions, including regulatory approvals.

Ericsson manages the Network and IT operations and Network Design and Optimization for customers in over 100 countries, providing long-lasting cost-efficient performance through smart automation, analytics and business practice.

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The threat of a genuine ageing workforce crisis is being discussed by field service organisations across all industry sectors and in all corners of the globe. Field Service News in partnership with Si2 Partners, Workammo and Service People Matters undertook research to establish exactly how real this threat is to ongoing service operations and how recruitment, development and progression trends within field service are evolving...

Part one of this research report which is available here explored the findings of this research exploring the reality of the ageing workforce crisis, how field service companies are tailoring their recruitment and development programs to court millennials and whether outsourcing is an answer to help field service companies meet increasing customer demands.

Now we turn to the second part of this report...

Reducing the time from classroom to customer site

Of course, when we consider the issues many companies are facing in replacing their existing workforce it is imperative that the time it takes to onboard a new recruit is minimised as much as possible so that the newly appointed service technicians are adding value to an organisation as quickly as possible.

Whilst, of course, this is somewhat dependent on the industry in which an organisation operates, with some service engineer roles requiring far more knowledge and training than others, it is interesting to see in broad strokes the average time service engineer on-boarding takes.

The most common amount of time stated was between three and six months which was the on-boarding time for just over half of companiesThe most common amount of time stated was between three and six months which was the on-boarding time for just over half of companies (55%) whilst 34% of companies took between one and two years.

One obvious solution to both reducing onboarding times and increasing the longevity of those engineers approaching retirement age is to actively utilise your more experienced service engineers in a mentoring capacity for new recruits.

This is a well-established practice within the field service sector which is evidenced by the fact that 93% of companies stated that this is a practice they have within there workplace.

A more recent introduction to this concept is the ability for the more seasoned engineer to deliver assistance remotely using tools such as video conferencing or augmented reality.However, a more recent introduction to this concept is the ability for the more seasoned engineer to deliver assistance remotely using tools such as video conferencing or augmented reality.

The advantages of such an approach are two-fold. Firstly, it allows for one experienced engineer to support multiple newer engineers at the same time.

Secondly, it also allows the older engineer to work either from a central location or even from home - something that can be a big lure in convincing them to stay within the company.

Again this was an area we explored in our previous research where we identified that 20% of companies were using their older engineers within a remote expert capacity and we have seen similar numbers again in this current research with a further 35% of the total respondents stating they are in the process of putting such a system in place.

What is particularly interesting here is that of those companies that currently do have such a system in place a fifth of them (20%) are utilising Augmented Reality (AR).

We have long been advocates of the use of this technology in exactly this manner at Field Service News for some time now, but across numerous research reports, we have been seeing that the uptake for AR has been to date somewhat stunted.

Yet with the AR market within the field service sector becoming increasingly competitive it seems that we may now eventually be seeing the first real signs of increasing adoption amongst field service companies.

Developing the next generation of service leaders

Of course, whilst it is important to understand where the next generation of field service engineers are coming from and how they are being developed it is equally important to understand how the next generation of service leaders are entering into our sector as well.

Anecdotally many of the service directors one might encounter within the industry do tend to have come from a service engineer background, often having been promoted from within and our research would appear to indicate that this is still a common development path.

59% of the companies that participated in the research stated that when looking to fill a service management role their organisation tends to predominantly try to recruit for the role internally. In fact, 59% of the companies that participated in the research stated that when looking to fill a service management role their organisation tends to predominantly try to recruit for the role internally.

So let’s take a look at some of the common skill-sets that companies are looking for in their service managers.

It is perhaps of little surprise that when we asked our respondents “what are the key attributes you look for in a service manager?” That the most commonly cited response was ‘leadership capabilities’ which 86% of companies identified as a key attribute.

What is interesting and perhaps indicative of the growing importance the field service division plays in generating excellent customer experiences is that the second most valued attribute was ‘having a customer-centric outlook’.

In fact with 79% of companies stating that this was a key attribute they look for in their service leadership this was not that far behind leadership capabilities - certainly suggesting that customer-centricity is a fundamental aspect of what makes a great service manager.

Another big aspect of the role is, of course, the ability to communicate with the technicians and to be able to relay the wider operational picture of the business to them as well as be a conduit for them to engage with the business.

This was again quite clearly referenced in the research findings. For example, 59% of companies stated that having a good rapport with the field engineers was a key attribute they look for in their service leaders whilst over three-quarters of companies (76%) identified strong technical knowledge and application - which is of course, crucial for service managers to understand their engineers challenges and identify weak spots and highlights within their performance.

Two-thirds of companies (66%) stated that they thought their service managers should have a strong operational understanding.Additionally, two-thirds of companies (66%) stated that they thought their service managers should have a strong operational understanding.

This again is important as it allows the service manager to not only see the bigger picture but also translate that to the field engineers - which is an important means of gaining company loyalty - something that is more important than ever considering the challenges that many companies are facing replacing their ageing workforce.

The need for these key attributes is also corroborated in the areas that field service companies are focussing their attention on when it comes to training their service managers.

Again we see leadership and technical skills as the most common area of training with 52% of companies offering such training to their service managers.

Just under a third of companies also provide FSM systems training for their service managers - again an important area for them to grasp as the FSM solution is generally at the heart of how their department will run so a reasonable understanding of how such a system works, what it is capable of and even what it is lacking, can be the key to driving as much efficiency via the FSM solution as possible.

In terms of how the training was applied the vast majority of companies tend to deliver training in an ongoing manner when on-site - an approach over three quarters (79%) of companies within the research adopt. However, only a quarter of companies (25%) offer regular off-site training.

The danger here for those that solely rely on on-the-job training is that by its very nature field service is a dynamic operation with many moving parts, often seeing the service manager fighting fires as part of his regular routine.

With the immediate need of ensuring the customer stays happy the obvious priority - how often will training sessions get pushed down the to-do list?

Initial Conclusions

Firstly, it certainly does appear that the threat of an ageing workforce remains a significant concern and this is something that must be addressed swiftly before that concern truly turns to crisis.

Outsourcing appears to be a sticky plaster that many companies are turning to and it could well be that we see a gradual shift in workforce dynamics across the next few years whereby the role of the field service engineer becomes increasingly outsourced.

But in a world where customer experience is sitting at the heart of business strategy, one might question if handing over control to one of your most important assets in the customer service equation - namely your engineers themselves, is actually the right path to head down.

For those companies that are facing the challenge of replacing their workforce - but are not keen to outsource their field service work, then the reality is they must adapt both their recruitment and development plans to be more in line with the incoming workforce of millennials.

In terms of management for the time being, at least, it seems that we are seeing less disruption of the status quo, with many companies still seeking to employ from withinIt is surprising that so few companies have actually undertaken this process as yet, although what is perhaps somewhat encouraging is a similar amount of companies are at least considering doing so.

In terms of management for the time being, at least, it seems that we are seeing less disruption of the status quo, with many companies still seeking to employ from within and the traditional blend of skill-sets being required - namely technical knowledge, rapport with engineers and operational understanding all still highly sought after.

However, the one element that has been really raised to the fore is the need for our service managers to understand customer-centricity, for whilst this has always been an important asset for service managers, the fact that it has become a key attribute on such a pervasive scale is perhaps the greatest signpost of where the field service unit’s most important role in the future - not just as a maintenance team, but as true brand ambassadors also.

It’s therefore perhaps vital to bear this in mind during all points of talent acquisition be it for technician, engineer or management.

Key statistics: 

• 53% of field service companies state that replacing an ageing workforce is a challenge for their organisation...
• 21% of field service companies have adapted their training and development to be more suited to millennials...
• 80% of field service companies who outsource their service engineer work state that they have increased the amount they outsource within the last three years...
• 55% of field service companies have an on-boarding time of between 3 and 6 months for new service engineers...
• 93% of field service companies are now using their more experienced engineers as mentors for new recruits...
• 59% of field service companies state that replacing an ageing predominantly try to fill service management roles from within their organisation...

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Servitization is becoming a huge topic in the field service sector as we see more and more organisations step on a path towards advanced services we must realise that they cannot do it alone, their customers must be prepared to come along on the ride as well...

Ross Townshend, EMEA Business Manager - Advanced Services & Data for Ishida Europe talks to Kris Oldland and outlines some of the challenges he has faced in building advanced services within his organisation...

The topic of servitization is of course highly complex and for those just starting to explore the area, it can be a daunting prospect to get one's head around. However, Ross Townsend,  Advanced Services Business Manager, Ishida has had been able to get a bit of a head start by not only arriving into an organisation that has already embraced the idea, but that is also working with the Advanced Services Group, headed by Professor Tim Baines, Aston University, one of the leading proponents and thinkers within the servitization movement.

Kris Oldland, Editor-in-Chief, Field Service News caught up with Townshend to find out how he is adapting to a world of servitization some six months into the job…

“Before I joined servitization was something I knew nothing about,” states Townshend as we begin our conversation.

This was one of the key reasons I was so keen to speak with Townshend in the first place.

Pleasant and approachable, Townshend is one of those people that you find it instantly easy to talk to. A very subtle hint of slight West Country burr to his accent adds an earnestness and integrity that could be perhaps lost in the international world of servitization, but for us here in the UK, it is noticeable and adds a natural ease to Townshend’s manner.

Certainly, what comes across even within just a few moments of speaking with him is that he has that key ingredient that all great service people have, he is able to communicate effectively and eloquently within a comfortable use of language that feels all the time natural, relaxed and honest. In my experience people with such a manner, often speak with authority in areas they know well and integrity and humility in areas in which they are slightly less surefooted.

As part of the Advanced Services Group, Ishida and Townshend will be working alongside the like of Prof. Tim Baines and Dr. Ali Bigdeli.In the context of this conversation then it would be interesting to not only hear his thoughts and gain his insights on how Ishida are approaching servitization, but also to understand first hand how daunting it was to leap into this baptism of servitization fire that few elsewhere have had the opportunity to do.

In Ishida, Townshend has arrived in an organisation that has fully embraced servitization, his former colleague Jason Smith is the only man I’ve personally met who has been involved within two separate companies moving to a servitized business model and as part of the Advanced Services Group, Ishida and Townsend will be working alongside the like of Prof. Tim Baines and Dr. Ali Bigdeli.

So whilst he may have to endure a baptism of fire to get him up to speed, he has some heavyweight support to help him get through it.

“When I look at the transformational roadmap that the Advanced Services Group have created, we have this cycle that we are going through exploring it and trying to work through it,” Townshend explains.

However, it has not been plain sailing for Townshend and the team at Ishida to introduce advanced services to their market - and the reluctance of the market itself is something Townshend thinks could be a factor, having arrived from an entirely different vertical that was further along the road in terms of acceptance of servitization and digitalisation.

Whilst that is a separate issue to the conversation around servitization in a way it does add some context to the arena we are working in“I’m not from the food industry most of my work was in automotive having worked with Bosch Rexroth for a number of years with a background in design engineering, product management,” Townshend explains.

“In terms of the digitisation side of things generally, I find the food industry is massively behind and that’s not just in terms of technology but also in terms of mindset to work with technology. Whilst that is a separate issue to the conversation around servitization in a way it does add some context to the arena we are working in. It can be a frustration even just to get the software adopted let alone the advanced services longer term,” he continues.

“In terms of why the business is diversifying into advanced services is another interesting point. I view this as a journey for a manufacturer and then also as a journey for a manufacturer within the food sector. The suggestion would be that we are a long way down the journey but I think we are still packing the car up at the moment – we haven’t even actually started on the actual journey yet.”

“A part of that is the fact that we are in the food sector, where the adoption of technology is somewhat lagging behind where it is in other sectors.”

“Also the food sector is the largest, it's highly profitable and its growing. We are growing double digit year on year so why would we diversify?”

Of course, the food sector is one which by the very nature of the products it generates will always remain transactional. There isn’t a service contract that can be sold on a packet of oven chips. You buy them, you eat them, then you buy some more.

I wonder if the fact that Ishida’s customers themselves will always have that transactional relationship with their customers is in part responsible for creating a mindset that is hard to overcome in terms of raising conversations around outcome-based contracts?

“I think it is,” Townshend concurs.

At the moment as part of our work with the team at Aston are trying to find pilot customers to establish a proof of concept and even that is proving to be a significant challenge“At the moment as part of our work with the team at Aston are trying to find pilot customers to establish a proof of concept and even that is proving to be a significant challenge. We have had conversations with a couple of parties where we thought OK, we’ve got a reasonable amount of equipment in there, you could argue that we’ve got a fair amount of ownership of the process which is quite critical when you're looking to establish this type of working agreement."

"They have five or six pieces of machinery in a line so we can really add some value there and take ownership of that process and work towards what we would ultimately be our vision of a servitized contract which internally we are terming pay-per-pack, which is the holy grail for us in terms of advanced services to achieve this pay per pack model. Securing a pilot has been very difficult.”

“We had a large manufacturer of salad that we were speaking to and they showed interest. We had a meeting with them and their senior directors and they could certainly see the mileage but as it is in the case of lots of businesses they are too busy to be able to really think about it and they don’t really need it at the moment.”

This is an interesting point here.

In the case of Rolls Royce’s power by the hour there was a strong customer pull from American Airlines. In the case of MAN UK there was a huge backdrop of hauliers and logistics firms struggling to make a profit.

Perhaps the burning platform factor is a necessary element in the equation for creating an environment in which an approach to business that steps as far away from the traditional path as servitization does. It is perhaps far less easy to be a driving innovative force in an industry that is profitable and ticking along nicely.

As the old adage goes if it ain't broke…

I do think that the sector you are operating in is one factor in the ability to drive something innovative like servitization forwards“Whilst I absolutely won’t take anything away from the achievement that companies like Rolls Royce or MAN Trucks have managed, I do think that the sector you are operating in is one factor in the ability to drive something innovative like servitization forwards. Another area to consider within there success also is that they have complete control of the process,” Townshend says expanding on the discussion.

“In our industry and with our customers, at best there may be one significant chunk of a production line which is our equipment. If they are a major manufacturer they will certainly have other lines that are our competitors' machines or they will have a line with six different manufacturers equipment in them so certainly whatever we do needs to be scalable, unless we go in and basically say 'we will provide you with all the equipment for your factory'. Unless your in the lucky position to be on a greenfield site where you're in the right place at the right time that is very difficult to achieve.”

Signs of an emerging appetite for such advanced services are beginning to appear as Townsend recalls one such example.However, signs of an emerging appetitie for such advanced services are begining to appear as Townsend recalls one such example.

“A big dairy producer approached us within the last six months and they were looking for a supplier that could take on all of their quality control equipment, on every site across Europe. They were looking for one supplier to look after everybody's equipment service maintenance in the full acceptance that that is a very difficult job and while you're going through that period of changing out equipment it is going to be a difficult thing to manage.”

“But it is interesting that they were asking that and the reason they were doing so was that they didn’t want the hassle. Clearly they of course also wanted a good price but they accepted that this removal of the hassle came at a premium. Also financially to them, it would be more visible on their books versus the huge maintenance and hidden costs that they would have to deal with on a daily basis.”

“And they were going to several suppliers and there was a huge team of people set up to go and find the right supplier for this so they took this very seriously - it wasn’t just one person’s crusade.”

So clearly there is at least the seeds of some companies looking for servitization from providers within the sector“They’ve gone through the analysis at their end and decided that outsourcing this area of their business was the direction they wanted to go. So clearly there is at least the seeds of some companies looking for servitization from providers within the sector."

“This organisation is clearly looking to remove the headache of maintenance for them and the next logical step along that path would be some form of advanced services contract where maybe you go in there and say, yes, we can take on the entirety of your maintenance contracts and we can take all of our competitors machines out and put ours in but it will be on a cost per usage basis. It’s a big leap forward but it certainly follows that path."

However, until that one customer makes the leap that pulls the entire industry forward it is perhaps a wiser move to bring customers with you on the journey in a more incremental manner.

This is certainly how Townshend is approaching the task…

“The direction I am taking with the business is to start to bundle in certain value added functions and features to start to drive some customer pull and start at a lower level than pay-per-pack just to get the appetite there. I used the term holy grail and the problem is it is just that it is just too far away for our customers to grab. They get it and they go wow that’s good but they have no idea about how to move forwards to implement it.”

The move to advanced services needs to be a symbiotic relationship, it needs to be something that you go to your clients with and they come with you on the journey. Whoever leads that journey whether it be a customer pull or a client push you both need to be going on that journey at the same time.

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The threat of a genuine ageing workforce crisis is being discussed by field service organisations across all industry sectors and in all corners of the globe. Field Service News in partnership with Si2 Partners, Workammo and Service People Matters undertook research to establish exactly how real this threat is to ongoing service operations and how recruitment, development and progression trends within field service are evolving...

The threat of a genuine ageing workforce crisis is being discussed by field service organisations across all industry sectors and in all corners of the globe. Whilst the technology that is developing within our industry is creating unprecedented opportunities for improving efficiencies and increasing productivity, it remains a maxim of our profession that it is a people led business.

Simply put without field service engineers, there can be no field service.

So it is of significant concern when we here of field service companies across the globe facing up to an ageing workforce crisis.

But just how much of this crisis is a genuine reality and how much is headline grabbing hyperbole?

Field Service News in partnership with Si2 partners and Service People Matters have undertaken a research project to establish the magnitude of the problem and to assess how field service organisations are recruiting and developing both field service technicians and managers.

Here are the findings...

About the research:

The research was conducted over a six week period reaching out to fieldservicenews.com subscribers as well as the respective audiences of our partners - inviting recipients to complete a detailed online survey. In total there were 131 respondents.

In addition to this Field Service News Editor-in-Chief conducted a live polling session at the recent Field Service Connect event, held at the Belfry, UK which was hosted by WBR at which an additional 33 senior field service executives were present bringing the total respondent level to 164 field service professionals - a sufficiently large enough response base to provide a fairly robust snapshot of the current trends around recruitment and development amongst field service organisations today.

The respondents represented a diverse range of industries including; Heavy Manufacturing, Healthcare, Consumer Electronics, Power Generation and Facilities Management. There were respondents from all across the globe including the UK, Belgium, Germany, UAE, Canada, Spain and the USA and there were responses from companies of varying sizes ranging from those with less than 10 engineers through to those with over 800 engineers.

The reality of the ageing workforce crisis

Of course, the first fundamental issue that we wanted to address was just how many companies were facing an ageing workforce crisis.

In a previous fieldservicenews.com research project conducted in late 2017 we identified that for 48% of field service companies the threat of an ageing workforce was indeed a genuine threat to their service operations - so has this challenge become more pressing across the last 8 months?

53% of respondents stated that replacing an ageing workforce is a challenge for their organisations Our research indicated that indeed it has, with 53% of respondents now stating that replacing an ageing workforce is a challenge for their organisations.

Of course, this means that 47% of companies stating that they do not have a challenge to replace their greying workforce - so then just how severe this crisis could be to our sector as a whole remains in question - but certainly the 5% increase of companies facing this issue across such a short period of time would indicate that this is an issue that is beginning to become increasingly prevalent.

Courting Millennials

Of course, the issue that field service companies are facing in terms of their workforce isn’t only exacerbated by the fact that many of the existing service engineers are coming close to retirement age, we must also consider the fact that the incoming generation of potential new recruits, often dubbed the 'Millennial generation' has a vastly different set of desires when it comes to job selection than the generation they are replacing.

A study by Fidelity Investments found that Millennials are the first generation ever to prioritise work-life balance over financial remuneration for example. Similarly, the linear career progression that was a lure to Baby Boomers and Generation X alike, is of less appeal to Millennials who value diversity within their career and regular fresh challenges within their working lives.

Millennials are the first generation ever to prioritise work-life balance over financial remunerationGiven this dramatic shift in culture within the incoming generation of workers should we be tailoring the way we approach talent acquisition to be more attractive for the Millennial market?

Surprisingly very few of the companies involved in our research are currently doing so.

In fact, just over a fifth of companies (21%) stated that they had adapted their training and development programs to take into account the cultural differences Millennials bring to an organisation compared to almost two thirds (62%) who had not done so.

However, there does appear to be a shift towards adopting such an approach developing though as 17% of companies stated that they were currently in the process of revising their recruitment and development programs to be more geared towards Millennials.

It is also interesting to note that over a quarter of respondents (27%) specifically target graduates when attending jobs fairs, whilst 7% go one step further and target school leavers directly. In comparison, 13% of companies target ex-service personnel.

Is outsourcing the answer?

One potential route to overcoming the loss of in-house engineers due to retirement could be to outsource some of the field service function to a third party.

In fact, exactly half of the companies we spoke to outsource some of their service work.

Of these, the most common breakdown of outsourced staff compared to in-house was a 25:75 ratio in favour of in-house staff which was the mix for 40% of those companies that outsourced some of their service operations.

34% of companies have seen the amount they outsource change across the last three years - with 80% stating that has increased What was of particular interest, however, was that amongst those companies who do use outsourcing as a means of ensuring they can meet their service demands 34% of companies have seen the amount they outsource change across the last three years - with 80% stating that they have increased the number of field service engineers that they now use within this period.

This increase is both dramatic and significant as it seems many field service companies are increasingly turning to outsourcing as a means of maintaining their field technician levels.

Whilst this could be a solution in the short term, it is justifiable to question whether such reliance on outsourcing is unsustainable across the long term?

Look out for the next part of this feature where we explore how field service companies are reducing the time from classroom to customer site, what are the key trends in developing the next generation of service leaders and draw some clear conclusions on the research.

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In the penultimate feature from our exclusive serialisation of Jim Baston’s excellent industry focused book Beyond Great Service, we begin to see how our protagonist Charlie and his teams journey towards better understanding the balance of building revenue streams from the service department has begun to formulate into a clear and workable strategic approach...

You can catch up with earlier features from this series by clicking here

Based on the feedback from several customers, Charlie is ready to roll out the strategy of engaging his technicians in proactive business development.

He calls the initiative Intelligent Service. We join Charlie as he presents the concept details to his team.

The key components and actions/comments are summarized in the table below:

Charlie reminds the team that the focus is not to sell but to serve. He clarifies that serving means taking a proactive approach to speaking with the customer about the actions they can take to run their facilities more effectively.

Only if the technician feels there is a valid need that could be addressed by a particular service offered by Novus, should the tech promote that service.Only if the technician feels there is a valid need that could be addressed by a particular service offered by Novus, should the tech promote that service.

Charlie emphasizes that in no way do they want the techs to talk up Novus’ services just for the sake of sales.

Charlie is about to move on to the next slide showing the implementation steps and associated time frames when Peter stands up. Peter is a quiet, thoughtful technician and rarely speaks at the service meetings. When he does, he usually has something valuable to say. This was not to be an exception.

“Charlie, with all due respect,” opens Peter, as he pauses and looks down at the floor, “this is a good approach and I am all for the initiative. Frankly, it makes perfect sense to me. In fact, I think we all do this to some degree now...” Peter paused again, and Charlie waited in anticipation.

“But, if we do all the things that you point out here, we won’t have any time to do productive work. We’ll be spending all our time gabbing with the customer and I don’t think they’re going to like that, and neither will Novus.”

Charlie smiled. It was a good point and he was glad it came up, especially by someone as respected as Peter. It probably means that a number of techs feel the same way and it is important to clear the air on this.

“Thanks for that, Peter. You bring up a good point. I don’t think that this will have much of an impact on non-productive time if it has any at all. At the kick-off meeting, we will explain the program and ask the customer if they’re interested in participating. I expect that in most cases they will say yes, and by doing so, they will be giving us permission to discuss opportunities with them.

Also, as techs, you’re only going to be discussing items you feel are in their best interest, taking into consideration your experience and knowledge of the customer’s needs, so the time factor should be quite minimal.”

“Yeah, but what about this mid-year walkthrough stuff, and the time looking for opportunities. Won’t they take a lot of time?”

“It will take a bit of time,” conceded Charlie. “During the walkthrough, you can make the most of it by asking questions to get an even clearer idea of their needs and goals, along with pointing out areas where improvements can be made. I think it’s time well spent and I’m sure the customer will agree.”

Look and listen for evidence of problems as you walk to and from the work area. Be prepared to ask questions of the customers and their staff as you go about your normal routines“Remember too, that we will have already discussed the idea with the customer and gotten their buy-in at the kick-off meeting. As far as looking for opportunities, we only ask you to do that as you are doing your normal job.

Keep your eyes open for things that may not be right.”

“Look and listen for evidence of problems as you walk to and from the work area. Be prepared to ask questions of the customers and their staff as you go about your normal routines. Let’s see how things go. I suspect that the return on this effort will far exceed the time invested. Does that address your concerns, Peter?”

Thinking about your business:

• Is your business development strategy positioned as an integral part of the service you provide?
• Have you created a performance “dashboard” to monitor your progress?
• Do you have a plan in place to teach, coach and reinforce the skills development of your field team?

Next time Charlie reflects on the progress he has seen since implementing the Intelligent Service strategy.

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Nick Frank, Si2 Partners and Harald Wasserman explore the growing conversation around digital servitization as they attempt to break down the whole challenge around digitalisation into smaller more practical actions which leaders can take to make themselves more competitive...

The increased accessibility of digital technologies is accelerating the shift from product to service led growth strategies.

The problem is that many leaders are confused by the jargon and unclear how to leverage these opportunities Intuitively they know they must do something or potentially face disruption, as they see the industrial world shifting in 3 major ways:

1. The growing awareness of the importance of data and the accessibility of powerful analytics technology means that most business leaders recognise the value of data. GDPR is an excellent example of this awareness at a legislative level
2. The Industrial Internet of Things has transformed how we can move data around the world
3. That the role of services in industrial business is being increasingly perceived as strategic rather than tactical, as companies want to capture more value and monetise their data through Service-led business models

Successful companies starting along this ‘Digital Servitisation’ route, typically start their journey with the following three basic steps:

1. Discovery: opening up their eyes to the possibilities
2. Solutioning: developing and piloting tangible ideas
3. Business Plan: to fund the scale up and the often associated organisation transformation

Discovery:

Understanding the potential impact of these trends on your business and developing a compelling vision is an important first step.

A mistake many companies make is to start with Technology first, creating platforms and offering services they assume the customer wants.

If they started with the customer and industry need and then worked back to how they add value through technology and know-how, they are much more likely to be successful.

The Discovery phase can be facilitated by three simple methodologies to identify the profit pools that will pay for your investments; Value Mapping your customer and industry supply chain, examining your Points of Selling in the product life-cycle, and finally a review of the data you currently create and will/can create in the future.

Solutioning:

Solutioning involves breaking the vision down into tangible projects and programmes that deliver something real.

Although understanding customers enables us to quantify the opportunities and set priorities, figuring out where to focus a Digital Servitisation strategy that flows across organisational silo’s is not so easy. One way is to see the impact from two very distinct perspectives:

1. Technology Digitalisation:

That product and supporting operational infrastructures are designed to produce data that can be collected, analysed and then monetized through service-based business models. Generally, technology is used in one of two ways:

• Technology in the product and company infrastructure that enables Digital Support, such as remote diagnostics or predictive maintenance.
• Capabilities and technologies in the organisation that enables Data Analytics, such machine learning, visual analytics and business intelligence technologies.

2. Back Office Digitalisation:

The tools we use to manage our business back-office which sustain and improve margins /profits. Examples might be Service Management solutions, CRM and ERP. Generally, there are two aspects to consider in terms of system & process development:

• To enable Customer Management, making customer data transparent and so breaking down silos.
• Enable Business Process Automation: so reducing cost and often leading to improved customer experience.

3. Combining Technology and Back-office Digitalisation:

When products and infrastructure that collect, analyse and action data, are fully integrated with the back-office process, we can explore what new business models such as Digital Servitisation can deliver in terms of value

Business plan:

Having identified the customer solutions and internal process improvements, it is time to execute and deliver the products and offering.

We require a business plan which defines Where we will target, with What, When and Who in the target organisations and How the delivery model will deliver excellence.

This is a process in its own right and one which we call Customer Focused Business Development.

It involves working through a structured approach to customer segmentation, defining the service product portfolio that is relevant to specific customer profiles, the GoTo market or sales strategy that will be most effective, and the service delivery model that drives profitability.

Learning points

Digital Servitisation does not all have to be done at once, nor is it necessarily a linear process. An agile approach in small pilots or sprints that overcome specific hurdles are a good way to drive small incremental changes towards a larger goal.

The key to success is to use cross-functional teams with a breadth of expertise and experience coupled with a logical framework to cut through complexity. In our experience, it is possible to run through these 3 phases between 3-6 months depending on the complexity and ambition of the business.

The key to success is to use cross-functional teams with a breadth of expertise and experience coupled with a logical framework to cut through complexity.

Don’t be put off by technology jargon, and if in doubt always come back to the customer value as your guiding light through the complexity of change.

Once you have developed your direction, execution of the transformation strategy is more akin to a major change programme. For more thoughts on this process, you can read our FSN articles on the Art of Driving Innovative Change and Self-learning solution-focused mindset.

If you would like to know more about how Si2’s Digital Servitisation programme can help you unlock the data and know-how of your business, then please contact us Nick Frank or Harald Wasserman who can be reached at info@si2partners.com

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Leading Author and founder of Alexander Consulting, James ‘Alex’ Alexander puts forward a series of strong arguments for the reasons why product-focused companies can and must sell services. This is essential reading for the service director struggling to get their voice heard in a product-centric organisation...

Leading field services in a product company is not for the weak of heart. You must deal with executives who feel that products are the only ingredient in the recipe to organization success and that services are a bothersome, necessary seasoning like garlic in a casserole.

Like trying to convince a toddler that vegetables are good for them, you must constantly demonstrate your value internally, while confronting a product-thinking, product-is-everything culture.

Where to begin? I suggest that the best defence is a good offence. Research and review, prepare and practice, and then request individual or group sit-downs with your executive peers to address the question, why sell services anyway? Your future may depend upon your persuasion.

Why sell services anyway? Following are the benefits to articulate and motivate.

1. Sell More Initial Deals

Here is a bit of blasphemy to a product executive: Most customers view products as commodities! Regardless of how truly unique or elegant or innovative, your products are from your perspective, in most all buying situations, customers see no meaningful difference in the top two or three products in any category, across all industries, across all geographies.

Yes, I understand this may not be 100% factual, but from the perception of the customer, it is true. Hence, the old adage comes into play: Perception is reality. Kind of a sobering thought. 

Once customers have determined their shortlist of the two or three potential products or bundles of products that they will seriously consider buying, they almost always cast their product ballot based on what they believe are the best services that surround the productOnce customers have determined their shortlist of the two or three potential products or bundles of products that they will seriously consider buying, they almost always cast their product ballot based on what they believe are the best services that surround the product—services that will best ensure the product works as promised, keeps working, and does so with a minimum of hassle and added expense.

It is important to note that, in many cases, they will pay a premium for your offering if they understand the higher value your services bring to them. In essence, they vote with their pocketbook.

Furthermore, if your salespeople were strategic and sold an assessment early in the buying process—before needs were clear and products were specified—the probability of you getting the product business, later on, is greatly improved, giving you the chance to shape the final recommendations early while building relationships with people key to the final purchase.

GIST: Selling services effectively from the get-go will land you more initial deals.

2. Handle Fewer Train Wrecks

Sadly, sometimes products are positioned to the customer with these words coming out of the salesperson’s mouth: “Our products don’t break.

You don’t need any additional services,” or “It is so easy to implement our software. Just read the manual and you can do it, no worries.” This is all a bunch of baloney, especially if you are dealing with a fairly complex situation, an important customer process, and/or the customer has little if any familiarity with the implementation.

Rare is the product that will not need some type of service in its life cycle, whether a tailored implementation, ongoing maintenance, software updates, refurbishing, and on and on. Not positioning this reality of life with the customer upfront is negligent selling.

Services appropriately sold up front greatly improves the probability that:

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• The product will work the way it is supposed to work the first time.
• Greater functionality of the product will be utilized.
• Irritated customers ringing the bell of the fire engine, escalating their concerns up your organization ladder, will be greatly minimized.

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GIST: Selling services upfront saves your organization time, hassle, and money over the long term.

3. Sell More Products and Services Later

Experience also shows that when deals are sold with services up front, more products and services are sold later on.¹ Services greatly improve the chance that installation and implementation will be done correctly the first time, and services and support improve uptime and productivity.

Delivering services means dealing personally with customer personnel and, done properly, starts to build trust-based relationships. These customers are very likely to buy more of your products (and more services, of course) and are well on the way to being loyal, highly profitable customers for life. 

Figure 1 shows a real-world example of this revenue opportunity beyond the initial product sale. By selling services correctly early on along with the product, this company had a very realistic opportunity to add 2.7 times the original product revenue through incremental services. In this example, the product sold for approximately $100,000, so the potential for more services revenue was approximately $270,000. Plus, the customer was much more likely to buy this company’s product at the end of the equipment’s life.

GIST: Want to be a true total solutions provider? Services are the key.

4. Enjoy Predictable Revenue Streams

Want to see a CFO’s eyes light up?

Watch their face the first time they grasp an understanding of the predictable, repeatable sales that come from a services business built upon service and support contracts coupled with a finely tuned professional services capability.

This is pure joy to a bean counter. The services annuity stream makes life a whole lot easier for all of management, as it helps take the guesswork out of business financials and becomes an early warning, leading indicator of organization success or failure.

GIST: Strong services help you manage your business more effectively

5. Differentiate Yourself

Depending on the maturity of your industry, your competitor’s strategy, and your competitor’s dealings with distribution, services can differentiate you in a really big way. The more complex your products, the more they cost the customer; and the more mission critical they are to your customer’s business, the more the value-packing promise of services. Leading services researchers note from their studies that more and more companies in tough competitive markets are looking at services to yield competitive advantage.²

If your competitors don’t have full portfolios of strong service offerings, or if they don’t know how to sell them, this is a huge opportunity for you if you embrace the challenge. Give your customers what they need, want, and will pay for while locking out everyone else.

GIST: Services are the drivers of market dominance.

6. Create New Markets

Business consultants like to talk about adjacency strategy,³ the strategy of building upon an organization’s core competencies in one market to transport those capabilities to an adjacent, but different market space.

For example, a company with specialized battery technology designed for the automotive industry could potentially attempt to build upon that battery expertise to develop and sell to the marine market. The same possibilities hold true with services. For example, an energy utilization assessment developed for the automotive industry could be adapted for the marine market.

Taking advantage of your past experience and expertise can crack new markets and expand profitable revenue.

GIST: Services adjacency strategy can be a powerful component of any growth blueprint.

To summarize, services have proven themselves to be able to contribute significant value to many, many product companies through profitable growth of both products and services. Properly executed, strong services capabilities can increase customer satisfaction and generate customer loyalty. In addition, for some companies, having the right portfolio of services helps smooth the entry into new markets. Finally, in some cases, having an arsenal of new or better services can create competitive differentiation.

Question: But aren’t services less profitable?

Answer: Normally not.

Here are the core elements of a conversation I had with the CEO of a software company that I was interviewing as part of a services assessment for his company.

• Alexander: Tell me what role you’d like services to play in helping your company be successful.
• CEO: Frankly, I wish services was a much smaller part of the business. They negatively impact our overall profitability. Every time I talk to financial analysts, they beat me up on this issue. If you can tell me how to eliminate services altogether, I’d be extremely happy.

This perception is fairly common among executives at companies with high product profit margins. However, in most cases it is not entirely correct. 

On average, my research shows that there is no difference between the profit margins of products and those of services.⁴ In general, product profit margins have decreased as industries have matured, and services profit margins have increased as services management has learned how to optimize their organizations. For example, professional services organizations within product companies have improved their profitability by seven points over the last decade. In fact, top-performing services organizations have profit margins double that of their products. 

Adding a portfolio of services, even at lower margins than products, will increase the overall value to the customer.There are exceptions, of course. New products in new industries could have higher profit margins initially. However, experience shows that product margins will consistently drop. A few products, due to their innovation or patents or special circumstances, may be able to maintain very high product margins over time.

Yet, recalling the high value that customers place on services, adding a portfolio of services, even at lower margins than products, will increase the overall value to the customer. Hence, looking at blended margins is probably a much more realistic way to view and understand overall profitability. 

Finally, examining the financials of many services businesses inside product companies raises a few eyebrows, if not a few questions, about how profitability is calculated and the fairness of the calculations. Here are some issues to consider:

• Place your list items here

• If services consultants are spending 30% of their time in a pre-sales role, why isn’t that expense charged to sales?
• If you are a VAR (value-adding reseller) and your partner agreements require you to have a number of certified experts on staff, shouldn’t some of the costs of having these low-billable people on board be charged elsewhere?
• If a big customer has a blow-up, and company execs require a busload of top technical talent from the services business to do whatever it takes to fix the problem at no charge to the customer, should that cost be eaten by the services business?

My own biased experience says that if you sell the right services to the right customers in the right way, they will be very profitable and make the rest of your products look much better as well.

GIST: Re-look and re-think cost allocation, pricing strategies, and margin expectations versus customer value. There is a good chance that you don’t readily have this information, and it will take time to get the quality data you need.

So, there you have it—proactively communicate the value that your services deliver, help build a more profitable organization, and gain the respect you and your people deserve.

Endnotes

This article was adapted from Seriously Selling Services: How to Build a Profitable Services Business in Any Industry, by James “Alex” Alexander, and can be purchased from Amazon.com or the Alexander Consulting website.

References

1. Hahn, Al. 2007. The True Strategic Value of Services. Sandy, OR: Hahn Consulting.
2. Brown, Stephen W., Anders Gustafsson and Lars Witell. 2009. “Beyond Products.” New York, NY.: The Wall Street Journal.
3. Zook, Christopher. 2004. Beyond the Core: Expand Your Market without Abandoning Your Roots. Boston, MA: Harvard Business School Press.
4. Note that services margins are declining on average in some industries as more and more services appear alike to customers, are hence seen as commodities, and thus seem to have less value.

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Kris Oldland, Editor-in-Chief, Field Service News talks to Deputy CEO and COO of Polygon a company with over 3,500 field service engineers, about how his organisation has evolved over the last decade, the shift towards advanced services that has come from that evolution and how a close working relationship with Enterprise Service Management solution provider IFS has empowered their ability to develop and advanced services approach to field service delivery.

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