2 weeks Ago
Georg Beyschlag, President Americas at TeamViewer . In the manufacturing industry—a space characterized by intricate supply chains, rapid technological advances and high-stakes operational demands—what happens after a product is sold can be just as critical as the product itself. That’s exactly why after-sales service has emerged as a key differentiator for companies looking to build lasting customer relationships and operational efficiency.
Excellent customer service is the most important factor for 83% of customers when making purchase decisions. And dissatisfactory customer service costs U.S.
businesses more than $62 billion per year . Manufacturing businesses are facing a perfect storm of operational challenges, including workforce shortages, operational complexity and downtime costs. First and foremost, the manufacturing sector is experiencing a talent crisis.
Projections suggest that over 2 million manufacturing jobs could remain unfilled by 2030 , creating immense pressure on existing service teams. This shortage has introduced several new challenges in after-sales service. Many service teams struggle to keep up with rising customer expectations and continuously evolving technology.
Another critical pain point is that modern manufacturing environments are intricate ecosystems where even a single equipment malfunction can have cascading consequences. A breakdown in one machine can halt entire production lines, impacting not only productivity but, importantly, morale and innovation. The interconnected nature of modern manufacturing means that small issues can quickly escalate into significant operational challenges.
Importantly, the financial impact of equipment downtime is staggering. Global industrial firms face nearly $1 trillion in annual losses due to unplanned equipment failures. But the costs extend beyond immediate financial implications to include damaged brand reputation, loss of customer trust, increased employee stress and potentially putting long-term business relationships at risk.
Innovative manufacturers are leveraging digital technologies to address these multifaceted challenges. Two key innovations are proving particularly transformative: remote access and augmented reality (AR) technologies. Remote connectivity is revolutionizing after-sales support by allowing service technicians to troubleshoot and resolve issues without physically traveling to customer sites.
This approach offers multiple strategic advantages including dramatically reduced travel costs and carbon emissions. For operations, it offers faster, more efficient problem-solving, more effective utilization of limited technical expertise, the ability to support global customers instantly and reduced operation disruptions. One leading professional coffee machine manufacturer my company worked with transformed their after-sales service approach with remote access technologies.
Traditionally, they dispatched technicians globally to resolve customer issues, incurring significant travel expenses and experiencing long resolution times. But after implementing remote support technologies, they achieved a 20% reduction in time-to-resolution, a 15% decrease in travel-related expenses and overall improved customer satisfaction. When implementing these technologies, it’s important for manufacturers to ensure seamless integration between IT and OT through cross-functional meetings and shared KPIs; implement a robust documentation process; enable global collaboration for remote assistance calls, with features such as real-time translation; and establish a comprehensive onboarding process to ensure all employees are knowledgeable on remote support technologies.
In addition to remote access technologies, augmented reality and related technologies—like mixed reality, extended reality, etc.—are pushing the boundaries of traditional support models. With AR technologies for after-sales processes, businesses can provide step-by-step visual guidance for their customers, enabling real-time, interactive problem-solving.
With immersive 3D instructional materials, technicians can “step into” machine environments using technologies like spatial computing. Porsche USA has harnessed the potential of AR technology to revolutionize its service operations. By implementing AR solutions, the luxury auto manufacturer has equipped its technicians with remote assistance tools, enabling faster issue resolution and delivering exceptional customer service.
To successfully implement AR technology in after-sales service, organizations should create interactive and easy-to-follow 3D instructions that technicians can follow at their own pace; combine AR with other technology, such as digital twin or AI, for more detailed analysis; and focus on practical applications that address downtime and service efficiency. As manufacturing becomes increasingly complex and globally distributed, digital after-sales service is no longer a luxury—it's an absolute necessity. Companies that invest in remote access, augmented reality and other digital support technologies will be better positioned to overcome workforce challenges, minimize operational disruptions and reduce operational costs.
That’s not to mention the overall enhancement of customers’ experiences and maintenance of the competitive edge. The future of manufacturing service is undoubtedly digital, proactive and customer-centric. By embracing these technologies, businesses can transform after-sales support from a cost center into a strategic competitive advantage.
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