Field Service USA 2014 (past event)

April 20 - 23, 2014

Omni Hotels & Resorts, San Diego, CA


View the Latest Edition of Field Service USA Here >>

Performance Workshop Day

09:30 - 10:25 Registration & Continental Breakfast

Jen Montgomery, Executive Director, Field Service
Jonathan Massoud, Divisional Director, WBR
Jarett Spagnoli, Head Of Production, WBR

The majority of us probably consider our teams to be running well. We hire and train good people, do our best to hit our numbers, employ best practices to meet customer satisfaction goals, incentivize for good work, make organizational changes to increase efficiencies and genuinely want our teams to be challenged and grow. Given all this, how can we take our teams from the status quo of today and make them better than the best? It takes a collective drive, cohesiveness and desire throughout your organization to be 0.01 seconds better. The purpose of this workshop is to step away from the ordinary and collectively think about new ways we can reinvent our own field service organizations.

The workshop attendees will split up into two teams. I will lead one group and Mark the other. We will ask the attendees to do the following:

  • Introductions
  • Mark/Jen will provide a fictitious company scenario with specific challenge areas
  • We will start with 15 minutes of presentation material and then move to an interactive workshop for the remaining 30-40 minutes.
  • Name, brief bio
  • Team has to come up with a name for the fictitious company

We sub-divide up the group to focus on three major areas  (we will define a challenge for each of these three areas):

  • Revenue
  • Customer sat
  • Employee morale
  • Come up with creative ideas for change
  • Report back the findings
  • Get judged on best ideas

Jennifer Lescallett

Senior Director of North American Service and Support
Affymetrix, Inc.


Mark Kazemi

Senior Manager of Field Service
Affymetrix, Inc.

Workshop B

10:30 - 11:30 How Will Google Glasses, Heads-Up Display (HUD), And Augmented Reality Revolutionize Field Service? Arnav Anand, Entrepreneur-In-Residence,UC Berkeley

Arnav Anand

UC Berkeley

Workshop C

10:30 - 11:30 Purposeful Change: Practical Applications For Driving Sustainable Change In Field Service Organizations James Mylett, SVP of Service,Comfort Systems USA
During this session, James will share his three keys to driving effective and sustainable change in field service organizations. You'll take away applicable approaches to help you evolve, shift, or transform your service organization in a way that drives employe engagement, customer loyalty and bottom line profitability.

James Mylett

SVP of Service
Comfort Systems USA

Workshop D

11:30 - 12:30 Winning The Customer Waiting Game: How To Use Predictive Field Service Management To Improve The Customer Experience Jeffrey Wartgow, Vice President Product Marketing,TOA Technologies

Jeffrey Wartgow

Vice President Product Marketing
TOA Technologies

Workshop E

11:30 - 12:30 Achieving The Perfect Workday Jim Reynolds, Engineering Fellow,Trimble
In this workshop, Jim Reynolds from Trimble will discuss how to optimize efficiency and productivity in field service operations. Key discussion points include:
  • What are the real goals of a field service organization?
  • First time fix, every time - is it a dream or is it a reality?
  • Is what is perfect for your business perfect for your customer?

Jim Reynolds

Engineering Fellow

Workshop F

11:30 - 12:30 Where Art And Science Collide: From New Sales To Renew Sales Ryan Thomas, Vice President Customer Success,ServiceSource
There is an art to selling new products, but there is a science to selling renewals. The processes to manage new sales data and renewals are very different, and renewals are much more complex. A single renewal requires up to 100 data elements – 10x more than would you need for a new product sale - and companies typically access 5-7 disparate systems to gather that data. But there is a science to mastering the process. In this workshop, we will break down the essential elements of a world-class recurring revenue business while sharing actionable best practices to leverage in your company. We will:

•Discuss best practices to make your data “renewals-ready” – including what methods are most effective to merge, clean, and enrich your customer data

•Dive into proven sales methodologies that drive the highest volumes of renewal sales

•Understand which essential analytics are used to track and which processes can be automated in the renewals process

Ryan Thomas

Vice President Customer Success

12:30 - 13:30 Luncheon

Workshop G

13:30 - 14:30 Taking Ownership Of Customer Experience Terena King-Campagna, Senior Advisor,Ciena Sandra Fornasier, Global Director,Ciena
Today’s service organizations are faced with the challenge of taking ownership of their customers’ experience. While omni-channel interactions are helping the field meet customer time and place demands, there is higher risk for inconsistency in customers’ lasting impressions. If we evaluate service delivery through the lens of consistency and value, how would our customer experience shift? The purpose of this workshop is to assess the current “ownership state” of our service channels and determine ways to create even more value for our customers.

Terena King-Campagna

Senior Advisor


Sandra Fornasier

Global Director

Workshop H

13:30 - 14:30 Transformation: Driving Successful Transformation and Change Bob Feiner, Vice President of Services,Dell Inc.
As a leader in technology, Dell is driving transformation internally to better serve customers and the industry, as well as managing through the organizational change that accompanies going from a public to a private company. Learn more as Bob Feiner, VP of Global Deployment and Field Services shares lessons learned on:

• How to define and build a field services transformation plan that is relevant to your customers, your industry and your business capabilities
• How to encourage employee entrepreneurship spirit in times of organizational change
• Tips on identifying factors that contribute to transformation success and how to measure them
• Building an emotional connection with your workforce and partners to foster transformation momentum


Bob Feiner

Vice President of Services
Dell Inc.

Workshop I

13:30 - 14:30 Masters Of Depot Repair: Driving Additional Revenue And Ensuring Rapid Response Times Kyle Hurlbut, Director of Engineering Services,LitePoint Technologies

For Litepoint, depot repair comprises a significant part of the company's field service operations. As a wireless device testing equipment manufacturer, their customers rely on the consistency and precision of Litepoint's products to ensure quality in their own manufacturing. In this session, Kyle Hurlbut, Director of Engineering Services at Litepoint will discuss how his company mastered depot repair by ensuring rapid turnaround times while driving additional revenue for the company.


Kyle Hurlbut

Director of Engineering Services
LitePoint Technologies

14:30 - 15:00 Afternoon Networking & Refreshment Break

Workshop J

15:00 - 16:00 Make Your Service Invisible to Make Your Company Invincible Mike Karlskind, Vice President of Product Marketing,ClickSoftware

Like death and taxes, the need for service is unavoidable. Service has emerged from the ‘back room’ to be the sole factor that determines success, or failure in most companies. And good won’t be enough as customers’ demands grow. A world of service that is proactive, personalized, and convenient implies a world in which service "just happens, often without me realizing it." Join us for a glimpse of the world in which invisible service transforms companies into fortresses of market leadership.


Mike Karlskind

Vice President of Product Marketing

Workshop K

15:00 - 16:00 Best-in-Class Strategies for Service Differentiation and Profitability Aly Pinder, Research Analyst, Service Management,Aberdeen Steve Morandi, Vice President, Service Lifecycle Management,PTC

Field service presents one of the greatest opportunities to differentiate and grow your service business. However, few service organizations today have established the needed coordination and visibility across their service network to prevent inefficiencies and profit erosion. To capitalize on these opportunities, you can't just rely on the intelligent coordination of technicians in the field. It requires a strategic approach to service that breaks down process silos and connects all of the service functions and processes that are critical to providing faster service issue resolution and satisfied customers. Join Aberdeen's Aly Pinder and PTC to learn what strategies best-in-class service organizations are employing to achieve greater results.

In this session you will learn:

  • The process improvements best-in-class service organizations, surveyed by Aberdeen, are investing in to increase efficiency and customer satisfaction

  • How top-performing service organizations are increasing first time fix and service profitability by connecting the right technicians, service parts and knowledge at the point of service

  • The strategy and technology solutions you should leverage to ensure best-in-class service performance


Aly Pinder

Research Analyst, Service Management


Steve Morandi

Vice President, Service Lifecycle Management

Workshop L

15:00 - 16:00 Solution Provider Workshop

Workshop M

16:00 - 17:00 How To Position Service Internally To Gain Support Of Executive Staff For Investment And Change Ron Zielinski, Vice President of Global Customer Care,Coherent Inc.
The Challenge: Intense competitive challenges and squeezed profit margins drive companies to evaluate and scrape every percent of spend wherever it can. Service organizations must compete against heavy internal competitors for C-level support and investment: • R&D investment drives the very future of technology companies • Operations and supply chains require investments in technology and supplier development to ensure critical supplies • Other key functions such as IT and Marketing require investment to enhance efficiencies, reduce risks and secure additional revenue streams Given the inherently hard to quantify returns on Customer Service investment, how does the Service Organization effectively compete with these sexier functions for a limited pool of spend and attention? The Approach: To effectively compete, the Service Leader must successfully assume a triad of personas: 1. Respected leader 2. Organizational Meteorologist 3. Chief evangelist for Service Your organizational power is generated by #1, by navigating the business climate you can create the opportunities to assume the pulpit and evangelize. The Workshop: In this workshop, Ron Zielinski will share his recent journey, culminating in a BoD presentation considered by some leaders to be the highlight of that session and securing an invitation for a future presentation. As icing on the cake, he received a follow-on request for a personal favor by his CEO to provide personal guidance on service to a former investor, now acting as a COO for a hardware system supplier. He also managed to avoid a mandatory cost-cutting chopping block during the late summer annual budget process.

Ron Zielinski

Vice President of Global Customer Care
Coherent Inc.

Workshop N

16:00 - 17:00 Envisioning The Future Of Field Services Piyush Modi, Lab Manager,GE Global Research
In this hands-on workshop, Piyush will first discuss:

- Current challenges for field service organizations
-Current state of operations (systems, infrastructure, personnel and processes)
- Evolving technologies, mostly point solutions

Piyush will then invite the attendees to break out into small groups to complete an exercise about: How technologies can be leveraged to create the future --- e.g. Field services as portrayed in movies -- What should it look like? What roles are more critical and how they evolve? What will the predictive services organization and operation look like?

Piyush Modi

Lab Manager
GE Global Research

Workshop O

16:00 - 17:00 Combining Next-Level Fleet Management Strategies And Value Based Service Option Architecture To Improve Service Alon Sagie, Services Operations Manager,Applied Materials, Inc. Juan Ramirez, Senior Operations Manager,Applied Materials

In this workshop, Alon and Juan will cover a two years journey as service product  managers , building and deploying strategic based methodologies to grow service revenue and profitability using service dashboard and innovative POA. They will discuss value cases as well as lessons learned.


Alon Sagie

Services Operations Manager
Applied Materials, Inc.

Juan Ramirez

Senior Operations Manager
Applied Materials

17:00 - 18:00 Field Service Welcome Reception