For decades, companies have relied on qualified technicians to repair equipment and interact with customers on-site. As a result, technicians often serve as the face of the company and are always the first point of contact with customers. Consequently, a technician is responsible for making the first “impression”—and, as we all know, that’s what counts the most. However, until now, the skills, processes, and systems of technicians have rarely been viewed as critical components—namely, components that could have a major impact on a company’s strategy and revenue.
Many field sales teams are viewed merely as necessary cost centers with standardized workflows that supposedly don’t need to be changed. But here, too, it’s advisable to think outside the box. Just like other areas of the company, the field sales team offers plenty of potential for innovation. In addition, there are opportunities and strategies that can be identified and leveraged to achieve a significant increase in revenue.
Customer Loyalty – Field Sales Representatives as a Strategy?
The field service process often involves many variables and can be quite complex. This includes scheduling, planning, matching skills, and route optimization—typically at a customer’s location.
You’ve probably found yourself in a situation where you had to wait all day for a technician. Well, that’s field service—albeit a rather inefficient model.
As companies continued to develop their field sales operations, they realized that inefficiencies in this area can quickly lead to a decline in revenue. Ultimately, this reduces customer satisfaction and the “customer lifetime value” (CLV).
CLV stands for “customer lifetime value.” This describes how much revenue a customer generates for the company over the course of their relationship with the company. For example, a customer with a high CLV has generated high-return revenue in the past. To ensure they continue to do so in the future and that revenue continues to grow, the sales force must be efficient and effective, among other things.
However, it is primarily innovative companies that have realized how to reduce costs while simultaneously increasing their revenue. And they have done so by optimizing their sales force.
Below are three top measures and strategies for increasing revenue through the field service team, and how Microsoft Dynamics 365 Field Service can help improve efficiency within a company.
Lead Generation – Using Field Sales Representatives as “Salespeople”
That may sound logical, since lead generation has always been an important part of marketing and sales activities. So nothing new there. But who knows your customers better than your field service technicians? Here’s a brief personal story:
Since I recently moved and urgently needed a new internet provider, I called several companies. First, I chose the provider that could set up my internet service the fastest. When the technician from the provider I’d chosen arrived, he asked about other services I might need, including my cell phone provider. Since I actually had a different mobile carrier, he told me they had suitable offers for me. He then asked if I’d be interested in hearing more about them. Shortly after I confirmed my interest and the internet installation was complete, another sales representative knocked on my door. He ultimately helped me switch to their mobile plan.
As a result, not only was I converted into a lead, but I also made a purchase right away—all thanks to a simple question from the sales representative. Since everything was handled very efficiently and professionally, I would definitely recommend this provider. Not just because of the product, but because of the excellent service provided by the sales representative who asked the right questions.
Field service representatives are professionals who often have to complete a whole range of tasks to finish a service call. By simply asking a question or noting a specific item on their to-do list, a Microsoft Power Automateflow can be triggered. This automatically creates a lead and forwards it to the sales team. As a result, a qualified lead is generated for the sales team and a cross-sell opportunity for the company. In this way, the field service team can support the sales team—thanks to technology.
Business Units expand: Field Service–as-as-a-Service
To truly turn your sales force into a revenue generator, your current operations must become efficient. Accordingly, efficiency requires innovation—specifically, innovation in processes, system platforms, and employees. When it comes to field sales activities, it’s safe to say that not all companies innovate at the same pace, and some prefer not to innovate at all. In this context, innovation and efficiency can become advantages that boost revenue.
Here’s an example: Amajor healthcare provider started out as a facility management company. Accordingly, they provided facility management services to their vast and growing network of healthcare providers. Through continuous innovation and efficiency improvements with Dynamics 365 Field Service, the healthcare provider quickly recognized the value it could offer to other networks of healthcare providers. Eventually, they began offering their services to other hospitals.
By leveraging its efficiency, the company was able to enhance the patient experience at more than 160 hospitals. This healthcare provider serves as an excellent example of how field service efficiency was harnessed to create a high-revenue business unit.
Connected Field Service: Leveraging Data
Connected Field Service uses IoT data collected by device sensors and integrates it into Dynamics 365 Field Service to create a new, revenue-generating service model. As a result, connected field service enables companies to transition from the traditional repair model to a proactive and predictive service model. This shift gives companies the opportunity to market and sell new service offerings that lead to higher revenue and profit margins.
One example of a connected field service is a company in the Pacific Northwest that operates in the mechanical engineering sector. The company specializes in the development of energy-efficient buildings. However, by collecting data from IoT sensors, the company can also offer post-completion optimization services through its connected field service solution. IoT sensors monitor a building’s energy metrics and proactively dispatch a service technician before a failure occurs. This ensures operational efficiency at the customer’s facilities. By performing remote inspections and services with Dynamics 365 Remote Assist , companies can increase efficiency, resolve issues in real time, and reduce travel costs, among other benefits. This efficiency creates opportunities to sell more advanced support offerings, thereby increasing revenue and profitability.
Conclusion
Many companies have now realized that increasing the efficiency of their sales force can actually be extremely valuable and profitable for their business. All in all, the sales force should not be underestimated; on the contrary, it should be supported much more. After all, it can actively support a company’s sales team in ways that were perhaps previously unknown to most.
Since a field service representative has direct contact with customers, they are, in a sense, the company’s “business card.” Therefore, it is advisable to use the field service team as a tool to achieve stronger customer loyalty. When customers are satisfied, they in turn become “ambassadors” for a company and recommend it to others. What’s even better: by innovating the field service team, supported by Microsoft technologies such as Microsoft Dynamics 365 Field Service, a company can be transformed into a revenue-generating machine through a higher Customer Lifetime Value (CLV).
