Alvaro Pombo | Field Service Next West

Alvaro Pombo

Alvaro Pombo

Founder & CEO TrueContext
Alvaro Pombo

Alvaro Pombo, CO-CEO and Founder of TrueContext, is a technology industry leader and innovator. He plays a fundamental role in defining the culture of TrueContext and leading by example – business process curiosity, passion about technology and provoking positive transformation. Alvaro is a regular speaker at technology events and conferences, with a focus on how SaaS and related technologies can transform business operations and improve profitability. He also nurtures young technology entrepreneurs, sharing guidance and advice to the next emerging generation of innovators.

Alvaro has 30 years of leadership experience in Field Automation and IT, including the role of CIO and Vice President of Global Information Technology for the Carrier Internetworking Division of Alcatel Lucent, and six years with Exxon, where he played a key role of introducing field automation solutions. Alvaro served as consultant to Palm Inc., developing their business App store strategy.

Pombo holds several Patents and is the winner of several distinctions from the City of Ottawa, the Government of Colombia, and other organizations recognizing his entrepreneurial work. He holds a BSc in Computer Engineering from Universidad de los Andes in Bogota, Colombia, an MBA from the University of Ottawa, and studies at Georgetown University.

Tuesday, April 7, 2026

8:55 AM Heads of Service Keynote Panel: Service as a Revenue Engine: Leading the Next Wave of Growth, Innovation, and AI-Driven Transformation

Service organizations have significant revenue targets to achieve as service shifts from cost center to profit center. With service as a strategic growth driver, leaders are under pressure to scale operations, optimize talent strategy, and embrace transformative technologies while consistently delivering excellence in the field. Hear service visionaries unpack how they’re rewriting the business model for service to build scalable, profitable and competitive service organizations. Panelists will discuss:

  • Talent strategies for growing a service organization in an environment increasingly augmented by automation
  • Modernizing customer targeting and CRM to reimagine customer segmentation, sales execution, and post-installation service conversion
  • Crafting competitive service pricing models, managing warranty economics, and creating service contracts that drive year-round revenue
  • Elevating service leadership with AI to contribute to broader corporate innovation strategy
  • Building the operational foundation of systems, processes and measurement to support a profit-centric service model 

9:55 AM Keynote Panel: Redefining the Service Value Proposition and Leading a Resilient, Customer-obsessed Service Organization

Field service is no longer a support function, it’s a customer experience differentiator. From navigating ongoing macro changes to launching service-focused brands and delivering uptime-focused outcomes, service leaders are tasked with reimagining what it means to deliver customer excellence. Service leaders will discuss how to build a service organization that thrives through uncertainty, keeps the customer at the core, and generates real business value. Find out how to:

  • Build a strategic vision for field service that’s flexible to pivot to change
  • Evolve the value proposition for field service, including monetizing service avoidance
  • Provide differentiation through experience by creating value during every customer interaction
  • Create a responsive and agile supply chain with risk mitigation tactics around SLAs
  • Measure the impact of service to communicate the ROI story and unlock greater investment

1:35 PM Track A: Fireside Chat: Creative AI Use Cases That Drive Efficiency, Customer Satisfaction, and Growth

AI is transforming service operations in unexpected and powerful ways. From streamlining parts identification and remote troubleshooting to customizing service offerings and automating back-office workflows, forward-thinking organizations are finding new ways to drive efficiency while delivering customer value. Hear two service leaders in candid conversation discuss how AI can reinvent how you work. Learn more on this quickly evolving topic to help you:

  • Use AI as a force multiplier to reinvent processes, reduce manual tasks, and unlock new capacity
  • Support the call center with models that analyze service call trends to reduce repeat issues, improve remote resolution, and direct customers to the right support faster
  • Mine the past for a smarter future by leveraging work order histories, knowledge bases, and truck performance data to proactively inform future service, parts usage, and troubleshooting
  • Identify which services a customer actually needs based on equipment behavior, usage data, and historical trends to customize service agreements 

Check out the incredible speaker line-up to see who will be joining Alvaro.

Download The Latest Agenda