Kris Oldland, Editor-in-Chief, Field Service News is joined on the Field Service News Digital Symposium by Michael Blumberg, President and CEO of Blumberg Advisory Group.

Michael is a seasoned expert in the field service industry, and he always thinks forward to what’s down the road and what leaders should focus on.

During the conversation, the two discuss a wide range of topics related to the role of service marketing and the importance of finding a solution to fix the disconnection that often occurs between the service leadership and the marketing leadership within service organizations.

In this excerpt, Michael and Kris analyze how organizations can research what customers want, often with the help of external consultants, in order to design and offer the right solution to their clients.