Fireside Chat: A Real-World Journey Toward Field Service Excellence

In a recent fireside chat, Maaz Khan, Global Field Service Director at Viessmann Climate Solutions, offered a grounded look into how service operations can evolve to meet modern expectations without losing sight of the human element.

A Unique Perspective on Field Service

Khan brings an unconventional background to his field service leadership role. Before taking the reins of European field service at Viessmann, he spent years working on digital B2B products for technicians and installers. This gave him a front-row seat to how connected technology was reshaping the service landscape and sparked his transition into a more operational role.

Khan comments that coming from the digital side gave him insight into how IoT and predictive maintenance were changing the game. He became fascinated by how he could use those tools not just to fix issues faster, but to stop them from happening in the first place.

Today, Khan oversees Viessmann’s field service operations across multiple European markets, balancing the demands of both B2C and B2B customers. His focus is on driving operational excellence, improving technician performance, and evolving service models to match modern expectations.

From Cost Centre to Growth Driver

According to Khan, the biggest shift over the last decade has been in how organisations view field service. Field service is no longer a cost centre but one of the fastest-growing strategic growth levers for the business.

This shift is partly thanks to the rise of recurring revenue from maintenance contracts and the realisation that technicians are more than just service agents. “They’re brand ambassadors,” Maaz emphasised. When a customer’s heating breaks down in the middle of winter, they don’t remember who installed the system. They remember how fast it was fixed and how well they were treated.

Technicians now play a key role in building long-term loyalty. They have the power to make or break the customer experience, and their problem-solving skills and professionalism reflect directly on the brand.

The Power of Predictive Maintenance

One of Viessmann’s biggest game-changers has been the ability to pair hardware products with smart, connected maintenance contracts. Khan described a growing base of customers who rely on the brand’s IoT-enabled systems to monitor performance and flag issues early.

It’s like the Netflix model meets the boiler. These digital service plans run in the background, quietly collecting data and helping us guarantee uptime. That’s hugely valuable to customers, and for Viessmann, it’s predictable revenue.

But there are pitfalls too. Maaz cautioned against trying to monetise every possible feature. You can end up with too many touchpoints, a small charge here, another one there, which frustrates the customer and confuses your own teams.

Instead, Viessmann has focused on identifying the single most valuable pressure point for users, typically the reassurance that their heating system will survive the peak season and building their service model around that.

Shifting to Outcome-Based Service

As customer expectations continue to evolve, so too must service contracts. Khan shared that the business is moving from traditional visit-based agreements towards performance-based contracting, where the focus is on guaranteed outcomes like system uptime or energy efficiency, rather than how many times a technician visits.

This aligns with a growing desire for transparency, simplicity, and measurable value. However, this model isn’t for everyone. Some customers still prefer regular in-person visits, even if their system is running perfectly. In those cases, Khan states that they stick with the old model. It’s about offering the right fit for different customer segments.

Real-Time Expectations and Digital Tools

Another trend shaping the future is the rise of real-time communication. Today’s customers don’t want to wait on hold to book a service visit. They want to see available slots, tap to book, and get real-time updates on when the technician will arrive.

Viessmann has responded with a suite of digital tools, including an end-user app and integrated backend systems for scheduling, dispatch, and technician support. It’s not perfect yet, but it’s moving fast in that direction.

Investing in People: The Technician Talent Challenge

No conversation about field service is complete without tackling the talent shortage. Like many companies, Viessmann faces challenges in recruiting and retaining skilled technicians, especially in a male-dominated, ageing industry.

Khan says they’ve made it a top priority by launching hiring campaigns, strengthening the employer brand, and working closely with marketing and HR across Europe.

The results look promising. Retention has improved significantly, thanks in part to competitive benchmarking, fair compensation, and creating a sense of belonging. Sometimes it’s as simple as getting the team together for pizza so they feel part of something.

The company also has a structured career path for technicians. Employees start with low-complexity jobs, and as they upskill, they unlock higher compensation and more challenging work. That transparency makes progression feel real.

AI, IoT and the Road Ahead

When asked about technology trends making the biggest impact, Maaz pointed to three clear winners:

1. IoT diagnostics – Real-time device monitoring, anomaly detection, and predictive insights.
2. Remote video support – Helping technicians and customers resolve issues faster without unnecessary travel.
3. AI for internal productivity – From sentiment analysis in call centres to knowledge management tools for faster support.

Looking to the Future: The Business of Field Service

Maaz’s boldest prediction for the next 5–10 years is a major shift in how service operations are run.

Today, service managers are still very operational, but the aim is to move towards a future where they’ll be running their teams like business units focused on profitability, growth, and strategic value.

He also believes that AI and automation will continue to drive efficiency, allowing technicians to spend more time with customers and less time driving or prepping. He expects to see a huge increase in wrench time, which is the time that actually matters.

Final Thoughts

Maaz Khan’s journey reflects the wider evolution of field service: from reactive to predictive, from support function to strategic engine, and from hardware maintenance to customer experience. Through embracing technology, investing in people, and staying laser-focused on value, Viessmann helps shape what excellence in field service looks like.