Field Service Palm Springs 2020

September 29 - October 02, 2020

JW Marriott Palm Desert Resort & Spa, CA

Deep-Dive Workshop Day: Mastering the Art of Field Service

Tuesday, September 29, 2020 

7:30 am - 8:30 am Registration & Breakfast

8:30 am - 8:45 am Welcome Remarks & Ice Breaker

Antonia Kay, Field Service Portfolio Director at WBR

Antonia Kay

Field Service Portfolio Director

8:45 am - 9:00 am Chairperson’s Opening Remarks


Mark Brewer, Global Industry Director, Service Management at IFS

Mark Brewer

Global Industry Director, Service Management

9:00 am - 9:20 am Keynote: Rethinking Field Service Fundamentals: Connecting Strategy, Teams and Evolving Customer Demands

Over 20 years ago, Markus Rimmele set on a field service path as a Service Technician at OPTOTEX GmbH, Germany and has since climbed the career ladder to become a recognized service leader and a lifecycle management advocate with a solid background in global operations, engineering, manufacturing, and automation. In his current role as the Managing Director of US Service at Koch Packaging, Markus spearheads the machinery manufacturer’s service and support organization and sets the vision and direction for the future through the prioritization of customer needs and ongoing technological upgrades.

In his presentation, Markus breaks down the main factors behind his achievements as the field service leader in automotive, medical, solar energy, machine tooling, and material handling industries and narrows them down to key fundamentals that make organizations run efficiently. Key takeaways include:

-Field service success factors that apply to all industries, regardless of your product line

-Setting clear-cut goals for service teams and beyond 

-Integrating the voice of the customer in your service strategy

-Complementing your service monetization effort with evolving technology

Markus Rimmele, Managing Director US Service at KOCH Packaging Systems, Inc, a member of the Uhlmann Group

Markus Rimmele

Managing Director US Service
KOCH Packaging Systems, Inc, a member of the Uhlmann Group

In today’s competitive marketplace, great companies are no longer just product or service companies; they’re great experience companies. In order to deliver a holistic experience to existing clients and develop value-packed service offerings for prospective customers, leading organizations are shifting to the outcomes-based service model, entailing a complex process of internal organization and cultural change. 

Our expert panelists are joining us to share their change management insights and recommendations on how to set your service business for success. Key takeaways include:


-Leading and influencing a cultural shift within your organization 

-Ensuring your IoT capabilities and data are up to par to support an outcomes-based service model

-How to get your customers on board with the shared risk/reward and pricing of this service model

-Exploring industry benchmarks and 5-year plans for outcome-based service

Ira M. Busman, Vice President, Customer Support at Okuma America Corporation

Ira M. Busman

Vice President, Customer Support
Okuma America Corporation

John Kordic, Senior Vice President of Operations at WASH Laundry

John Kordic

Senior Vice President of Operations
WASH Laundry

Alvaro Pombo, CEO and Founder at ProntoForms

Alvaro Pombo

CEO and Founder

Sarah Nicastro, Director of IFS Service Management and Field Service Evangelist at IFS, Future of Field Service

Sarah Nicastro

Director of IFS Service Management and Field Service Evangelist
IFS, Future of Field Service

Ben Vollmer, Global Strategy and Execution Lead at Microsoft

Ben Vollmer

Global Strategy and Execution Lead

10:20 am - 11:10 am Refreshment & Networking Break

Track A: Emerging Tech – Early Adopter Use Cases

11:10 am - 12:00 pm Workshop A1: Topic to be Confirmed

Track B: Future-Proof Field Service –Optimizing Your Business for Success

11:10 am - 12:00 pm Workshop B1: Connect The Customer Experience From The First Contact To The Last Mile

In the Service world, it's all about your customers. They expect you to connect the dots from sales, support, and more. This is easier said than done. Customers struggle to stitch together all the conversations and interactions to provide mission-critical service in the field.

Companies need a single platform to provide a connected customer experience from the second a customer contacts service to your dispatcher and, ultimately, your brand ambassador - the mobile worker.

Join us as Karen Mehal, VP of Field Service Lightning, and Shilpa Ramaswamy, Sr Product Manager, show you how to create customers for life by providing a connected field service experience from the first contact to the last mile.

Karen Mehal, VP of Field Service Lightning, Salesforce at Salesforce Service Cloud

Karen Mehal

VP of Field Service Lightning, Salesforce
Salesforce Service Cloud

Shilpa Ramaswamy

SR. Product Manager

Track C: Customer Experience – a New Form of Currency?

11:10 am - 12:00 pm Workshop C1: Accelerating the Shift to Delivering Products-as-a-Service through Service Business Transformation

The manufacturing sector is facing a period of both intense disruption and opportunity. Technologies such as IoT, machine learning and AI are paving the way for OEMs to facilitate predictive and prescriptive maintenance, leading to more efficient service operations than ever before. Across all industry verticals, companies are moving towards a future of servitization, or selling products-as-a-service, and this shift directly impacts the service organization. 

Join Syncron in an interactive workshop to discuss the evolution of service, what today's customers expect from OEMs and the incremental steps needed to achieve servitization readiness. The workshop will also cover: 

-Accelerating service business transformation with technology to meet the changing needs of the consumer

-Equipping the service organization as both governments and customers push for environmental sustainability 

-Overcoming the biggest hurdle that manufacturers face in this shift - the fear of change 

Erik Lindholm, VP of Product Strategy at Syncron

Erik Lindholm

VP of Product Strategy

Track D: Who’s Got Talent? Empowering Field Service Workforce

11:10 am - 12:00 pm Workshop D1: Macrotrends from the Front Line of Field Service

Field service is changing. Integrated technology is becoming more sophisticated and predictive, while field technicians are now seen as the first line of defense for customer satisfaction and experience. 

Join ProntoForms’ CEO Alvaro Pombo and Community Manager Danika Weiss as they chat with leading field service companies about how to arm organizations with the tools to stay agile towards these macrotrends.

Alvaro Pombo, CEO and Founder at ProntoForms

Alvaro Pombo

CEO and Founder

Danika Weiss, Community Manager at ProntoForms

Danika Weiss

Community Manager

12:00 pm - 1:00 pm Lunch

12:00 pm - 1:00 pm Private Lunch

1:00 pm - 1:05 pm Reconvening for small group workshops

1:05 pm - 1:55 pm Workshop A2: Using Artificial Intelligence to Augment Field Service Workers and Shape the Future of the Service Industry

Artificial Intelligence is a powerful tool to enable field service workers to do their best work. While some fear that AI will eventually replace human labor, the reality is that AI-driven automation is not the solution to maximum productivity. Additionally, for most service organizations it is simply not feasible or even possible to automate processes that require human decision making or dexterity.

When we use AI to amplify worker activity, it becomes a tool that can quickly be leveraged by any sized service organization to intelligently guide and support service workers in the field, help them make the right decisions, close skill gaps at the moment of need, and continually improve the accuracy and quality of their work.

In this session, you will hear Augmentir CEO and Co-Founder Russ Fadel speak about how industrial organizations can quickly realize the benefits of AI-driven optimization through Augmentir’s Connected Worker Platform. Key takeaways:

-Learn how AI empowers service workers to perform at their peak productivity while improving the quality of work

-Gain insight into how AI helps capture collective and tribal knowledge to advance training and close the skills gap in your organization

-Understand how Augmentir breaks down the barriers to technology adoption and allows service organizations to generate results within days of implementation

Russ Fadel, Co-Founder and CEO at Augmentir

Russ Fadel

Co-Founder and CEO

1:05 pm - 1:55 pm Workshop B2: Putting People At The Center Of Your Digital Transformation

Learn how IoT and augmented reality (AR) can maximize the value of your team in the age of digital transformation. PTC will discuss service use cases and how organizations are putting their people front and center to accelerate their digital transformation. We will then utilize a people-centric framework to identify opportunities inside your organization which could benefit from applying IoT and AR solutions. 

Sam Murley, Digital Transformation Director at PTC

Sam Murley

Digital Transformation Director

1:05 pm - 1:55 pm Workshop C2: Improving and Automating Workflows with Mixed Reality, Dynamics 365, and Power Apps

Transform and redefine workforce productivity by blending the physical and digital worlds with Mixed Reality. Using Dynamics 365, Power Apps, and Mixed Reality, reinvent how your field service technicians solve work orders and reduce their first time fix rates. In this session you’ll learn and see how first line workers can learn complex tasks and increase efficiency when using digital information overlaid with physical objects and environments with the power of mixed reality. See how these solutions empowered with Microsoft Business Applications are automating and improving real-world challenges and solving complex issues today.  

Ben Vollmer, Global Strategy and Execution Lead at Microsoft

Ben Vollmer

Global Strategy and Execution Lead

1:05 pm - 1:55 pm Workshop D2: Deploying Augmented Reality beyond the Carpet: Lessons Learned and Best Practices from Industrial Leaders

Gartner identifies remote field support as the highest value use case for AR in enterprise today with proven outcomes such as cost reductions, operational efficiencies, and worker safety. But, how can you gain this success as quickly as possible? In this workshop:

- Hear lessons learned & best practices from industry leaders on how they: 

  • Successfully deployed AR field support in difficult real world environments 
  • Improved KPIs in customer success, operational efficiencies, worker safety, and cost reductions 

- Discuss the top AR applications, wearables, and IoT capabilities that impact services

- Share use cases and highlight your challenges to gain valuable input from the workshop

Jereme Pitts, Chief Operating Officer at Librestream

Jereme Pitts

Chief Operating Officer

1:55 pm - 2:00 pm Reconvening for small group workshops

2:00 pm - 2:50 pm Workshop A3: Driving towards an Intelligent Service Supply Chain: Vision, Challenges and Journey

The approach in planning and managing service parts has not changed much over the last several decades. A paradigm shift needs to occur to modernize service supply chains through the use of intelligent workflows, virtual assistants, machine learning and adaptive controls.

Join us as Shannon Beecher, IBM Director of Global Services Supply Chain and Mark Brenzikofer, Entercoms VP of Program Management discuss their journey to transform a service supply chain.

Mark Brenzikofer, VP Program Management at Entercoms

Mark Brenzikofer

VP Program Management

Shannon Beecher

Director - Global Services Supply Chain
IBM - Technology Support Services

2:00 pm - 2:50 pm Workshop B3: Reducing Cost and Increasing Safety in Your Fleet

Looking for ways to cut costs and improve your fleet’s safety, efficiency, and productivity at the same time? Learn how at our interactive workshop where we’ll cover different tools and optimizations you can introduce into your fleet to tackle your top operational challenges. 

This workshop will guide you on how to future-proof your fleet and your vehicles.

Karl Weber, Senior Vice President of Sales and Marketing at Derive Systems

Karl Weber

Senior Vice President of Sales and Marketing
Derive Systems

2:00 pm - 2:50 pm Workshop C3: Building a World-Class Helpdesk and Service Organization with Remote Guidance

Marcin Szymanski will present real-world business use cases that drive the market, giving XMReality customers an edge over their competitors. 

Workshop attendees will discuss the benefits and practical applications of Augmented Reality (AR) and remote guidance tools, with a laser focus on how service practitioners leverage these innovative technologies to upgrade their service value chains, increase profitability and enhance customer experience. 

Key AR/remote guidance features that will be covered include:

-A unique hands-overlay technology that lets you remotely guide someone else’s hands - as if you were there

-A web portal to manage teams and users, and to measure usage

-Integration through client-side open APIs, focusing on Salesforce and Jira, giving companies a Simple, Accessible, and Scalable off-the-shelf solution 

Marcin Szymanski, Chief Sales Officer and Operation Manager at XMReality AB

Marcin Szymanski

Chief Sales Officer and Operation Manager
XMReality AB

2:00 pm - 2:50 pm Workshop D3: Marrying Safety with Operations to Improve Your Bottom Line


-Create a blueprint for improved safety and operational efficiency 

-Understand how to harness the power of fleet tracking + video

-Identify how to remove productivity blockers and steps to success

Kevin Kelley, Safety and Health Manager at Smart Care Equipment Solutions

Kevin Kelley

Safety and Health Manager
Smart Care Equipment Solutions

2:50 pm - 3:20 pm Networking & Refreshment Break

3:20 pm - 3:25 pm Reconvening for small group workshops

3:25 pm - 4:15 pm Workshop A4: Leveraging Machine Learning and AI to Fuel Field Service Innovation

Anurag Bhatnagar is a senior technologist with 25 years of experience in architecture, development and deployment of enterprise grade mission critical systems serving millions of customers. In his current role at Hughes Network Systems, a leading broadband and managed service provider worldwide, he is responsible for the development of Field Services Systems, leads CoE on Mobile Apps (B2B, B2C) and Emerging Digital technologies (RPA, AI/ML, BPM, Mobility). He has multiple decade experience in the domain of OSS/BSS in Service Provider segment and has been in fore front of evangelizing and implementing new technologies to bring in digital transformation. He has multiple pending patent applications in these domains.

Join Anurag for an interactive discussion about machine learning and how to:

- Leverage AI/ML to train algorithms to identify the problems with the technician’s Job to ensure quality Job and provide instant directions

- Leverage AI/ML for field service back office to identify problems, quality issues using Job images

- Leverage RPA, OCR and Image analysis to innovate in the Field service back office operations

Anurag Bhatnagar, Senior Director at Hughes Network Systems

Anurag Bhatnagar

Senior Director
Hughes Network Systems

3:25 pm - 4:15 pm Workshop B4: Service Delivery for the Future: Digital Opportunities, Challenges and Risks

Ed Mor drives the Global Service Organization and strategic objectives within the semiconductor market for Thermo Fisher Scientific, the world leader in electron microscopes and Nano technology serving multiple markets including industry (semiconductor, data storage), materials, research, natural resources and life sciences. 

Ed's long history with Thermo Fisher Scientific (fomerly FEI) stretches more than 16 years where he has developed and managed service operations in all markets and all regions globally.

After Joining FEI from Physical Electronics he developed the site manager concept in support of one of FEI's largest customers. Ed then transitioned to Europe to proliferate this concept at other strategic customers and transferred from a technical contributor role to service operations management. He was chartered to create a Centralized Europe Electronics Service Organization. Over the course of his time in Europe, Ed refined this organization and grew his service business in exceeding his business objectives. He then moved onward to North America where he drove the same concept of high customer support operations while maximizing efficiency.

Ed’s workshop will focus on making global connectivity and cooperation with customers a reality. Key takeaways include:

-Securing a higher return on your technology investments

-Typical mistakes to avoid when digitizing your service operations

-Seizing opportunities and securing your competitive edge through digital

Ed Mor, Senior Director, Semiconductor Service at Thermo Fisher Scientific

Ed Mor

Senior Director, Semiconductor Service
Thermo Fisher Scientific

3:25 pm - 4:15 pm Workshop C4: The Gig Economy and Its Impact on Field Service

We have all heard the terms “gig economy”, “Uberize”, “sharing” and “freelancers”, but how can these things impact our world of Field Service? Aren’t these just for ridesharing? The reality is that many industries are already using freelancers to run service calls and support existing service networks. This is not just happening in the Tech Industry or just B2B. There are many other industries that have implemented or are in the process of implementing this type of service model. During this workshop, we will have an open discussion on…

-Is this something you should be looking into?  

-What technology do you need and how would you get started?  

-Are there people outside of you service network that can perform my service calls?

-What are the right type of calls to run through this model?

Steven Zannos, Senior Director, Customer Care at Electrolux Major Appliances NA

Steven Zannos

Senior Director, Customer Care
Electrolux Major Appliances NA

3:25 pm - 4:15 pm Workshop D4: Winning at Service on Tight Budgets and with Limited Resources

Patrick Webb is the Sales Director – Americas for the General Electric Transportation, Marine, Stationary, Drilling Group, where he helps to manage the Technical Sales and Service Distribution throughout North America, including the coordination and support of a very professional Channel Partner Network.


Patrick has provided this leadership as a Ship Officer, Shipbuilding Design Engineer, Class Surveyor, Shipyard Principal, and Manufacturers’ Director of Services. Negotiating and managing more than a billion dollars in projects has convinced Patrick that in-situ grace and integrity are success keys in our modern marine business.


Join Patrick for a discussion about the constant pressure to cut costs, customers’ changing needs, and how to connect the dots between the two while keeping costs down and resources optimized. Key takeaways include:

Patrick Webb, Sales Director - Americas at GE Transportation

Patrick Webb

Sales Director - Americas
GE Transportation

4:15 pm - 4:20 pm Reconvening for small group workshops

4:20 pm - 5:10 pm Workshop A5: The Future of Automation in Field Service (and Beyond)

Vasiliy Krivtsov is the Director of Reliability Analytics at the Ford Motor Company, an automotive industry leader that designs, manufactures, markets and services a full line of Ford cars, trucks, SUVs, electrified vehicles and Lincoln luxury vehicles, provides financial services through Ford Motor Credit Company and is pursuing leadership positions in electrification, autonomous vehicles and mobility solutions. Vasiliy also holds the position of Adjunct Professor at the University of Maryland, where he teaches a graduate course on advanced reliability data analysis. He is the author of over 60 professional publications, including 3 books on Reliability Engineering & Risk Analysis and 16 inventions, including 6 corporate inventions on statistical algorithms for Ford. He is a Vice Chair of the International Reliability Symposium (RAMS®) Tutorials Committee and a Senior Member of IEEE. 

In this workshop, Vasiliy will discuss current state of vehicle connectivity and autonomous driving in the automotive industry. A special focus will be devoted to the prognostic health management (PHM) and condition based maintenance (CBM) of autonomous units in the field. The audience will then be encouraged to discuss potential benefits (also challenges) of automation in their respective filed service companies.

Vasiliy Krivtsov, Director of Reliability Analytics at Ford Motor Company

Vasiliy Krivtsov

Director of Reliability Analytics
Ford Motor Company

4:20 pm - 5:10 pm Workshop B5: Service Demand Forecasting: Planning for the Unplanned to Maintain Optimal Service Levels

Christopher Dann started his career at Durst Image Technology over 16 years ago. In his current role as the Director of Technical Services, he leads the North American Service group and is in charge of technology innovation programs, solution selection and partnerships. 


Christopher joins us this year to share best practices in overcoming the challenge of planning for the introduction of a completely new product into a new market that requires new structure, labor demand models, and spare parts inventory to keep up with the new industrial market demand. Key takeaways include:


-Key steps you need to take in order to redefine your service demand forecasting and adapt to new market conditions

-Achieve clarity in measuring successes and failures in order to optimize costs and service levels

-Understand your minimum staffing levels and ensure optimized resource allocation

Christopher Dann, Director, Technical Services – North America at Durst Image Technology

Christopher Dann

Director, Technical Services – North America
Durst Image Technology

4:20 pm - 5:10 pm Workshop C5: Maintaining Critical Service Delivery During and After the COVID-19 Healthcare Crisis

Were you leading with purpose during the unsettling pandemic time? Were you able to unite your teams and lead them by example? Did you have a 360-degree service strategy revamp to support your customers during quarantine? 

This creative boardroom is for service leaders willing to share their COVID-19 lessons learned and pitfalls to avoid, as well as those interested in debating the future of the service industry, risk mitigation and technology upgrades aimed at protecting service business from unforeseen disasters and supporting your customers in times of uncertainty:

- Crisis management when you have to stop your service operations

- Training your customers to do more with equipment in times of disaster

- Assisted telephone capabilities, self-support and remote connectivity

Syd Briggs, General Manager at Steele-Waseca Cooperative Electric

Syd Briggs

General Manager
Steele-Waseca Cooperative Electric

4:20 pm - 5:10 pm Workshop D5: The Power of Inspirational Leadership and Vision

Great leadership starts with “Why”.  

Join Billy Wang’s workshop to hear some great examples around inspirational leadership and learn why building a compelling vision is critical for your team’s success.  

In this session, Billy and fellow attendees will discuss how each manager needs to personalize the vision for their team and the components of a great vision story. You will then get the chance to work with your fellow participants to develop your own vision story to share with your teams when you return from the conference.

Billy Wang, Senior Vice President and General Manager at MaxGen Energy Services

Billy Wang

Senior Vice President and General Manager
MaxGen Energy Services

5:10 pm - 6:40 pm Buffet Bash Networking Reception


6:40 pm - 6:40 pm Conclusion Of Day 1