Q&A With Michael Israel: What's Trending In Field Service?

A conversation with Michael Israel, Head of Field Service Evangelism for Zuper

Field service, like virtually every other industry, is leaning into the transformative potential of generative AI. Copilot technology, or GenAI-powered virtual assistants that work in tandem with existing field service management software, enables employees to work faster and more effectively by streamlining customer experience, connecting on-site technicians seamlessly with back-office staff and reshaping the traditional structure of service work.

But amid the tremendous potential of generative AI, there are challenges that could make it difficult to adopt. Michael Israel, Head of Field Service Evangelism at Zuper is an industry veteran and customer experience expert. We discussed the changes coming to the field service industry and got specific about what field service executives can do to capitalize on the forward momentum of new technology.

What are the primary challenges facing field service organizations right now? How has this changed over the last year?

Field service’s constant challenge is finding and retaining skilled talent. And that’s not just anecdotal. A study from Blumberg Advisory Group found that 89% of businesses with field service operations felt constrained by the current labor market.

The pandemic accelerated the transition to what we are calling a “blended workforce,” or a talent pool that is made up of a combination of W-2 and on-demand employees. And field service as an industry was not exempt from the impact of the Great Resignation. The reality is that many technicians and engineers want more flexibility and are leaning into a freelance or on-demand model rather than choosing full-time employment.

Organizations like Field Nation are helping connect field service teams with qualified and vetted on-demand workers to help counter this talent shortage. But with a possible recession looming, the problem is not solved yet and it's a serious barrier to innovation.

What are field service organizations investing in right now? If they aren’t already, what kind of technology should they be thinking about?

Right now we are seeing two things happen in parallel. First, like everywhere else, field service is embracing the innovation AI will bring. According to the same survey from Blumberg, Only 7% of professionals surveyed noted that artificial intelligence and machine learning (AI/ML) would have no impact on their business. For the other 93%, the transformation potential is tremendous for diagnosing equipment, predictive maintenance, identifying and correcting negative financial trends and beyond.

On the other hand, not every field service company is embracing the tools they have. There is a continued push for organizations with field service teams to embrace the full capabilities of their field service management software. Many of the teams that completed the Blumberg survey indicated that they are only taking advantage of half of the things their FSM can do.

What are customers' top priorities right now? What do you predict will change in the next 12-18 months?

How to improve customer experience is a question a lot of business leaders are asking themselves right now—across all industries, but the pressure to excel is even higher for service businesses.

Customers expect the best service possible from their vendors and field service operations leaders should be working to accommodate that. The best technicians are on time, they communicate or over-communicate, and they get work done accurately, thoroughly, and promptly. Across the board, customers expect transparency.

Over the next year and a half, I think we are going to see AI play a more significant role in customer experience. We are seeing tools on the market now that automate regular customer communication and prompt technicians through diagnostic and repair steps as a part of their natural workflow—leading to better service all around.

How can field service continue to attract a new generation of talent? What should employers focus on?

To be honest, I’m not sure if anyone has a great answer for this yet. Part of the battle is reaching the right people with the right message. If you are someone who likes working with your hands and seeing the immediate results of something you are working on, field service is for you.

Field service for complex technical equipment can be very rewarding and offers more short-term gratification than other, more traditional, careers because the impact is clear and often realized near term. Talent, as we mentioned, is incredibly in demand and technicians are highly employable. For that reason and others, a career in field service is relatively recession-proof and can be very lucrative over a lifetime.

Reaching young people who may naturally gravitate towards a field service career early on in their education is key for bringing new voices into the profession.