If you order a sandwich at Subway, it’s not a “sandwich-maker” assembling your lunch, it’s a “sandwich artist.” Is your MacBook Air broken? It’s not a “tech support” geek that will fix it, it’s a “genius” (often sporting thick glasses and a beard).

Quite a few companies and industries have created new and different names for employees that work directly with customers — some much better than others — yet field service does not seem to be one of them. At least not on any large scale. Yet.

Comcast calls their field workers technicians, and so does AT&T. Internally many companies refer to this role as a Field Service Engineer (FSE).

So many companies, including Comcast and AT&T offer such a wide variety of services in businesses and homes that maybe they need a better, more descriptive name. As we say time and time again: how you market your services is just as important as how you deliver it.

Comcast technicians, when they’re not sleeping, are often well versed in home entertainment and communications solutions. Maybe if they were called “home entertainment experts,” they would get more questions and requests from customers that could lead to upsells and cross-sells.

“Technician” and “FSE” are associated with a lack of social skills and ability to go beyond fixing things, which, often could not be further from the truth. It’s time field service organizations build their field techs up. Give them a strong name. Invoke feelings of customer care and reliable problem solving. Make the customer confident in the service they are going to receive.

What’s in a name? Maybe extra revenue and happier customers…

So, what do you call your field service engineers and technicians? Why did you choose that name and what benefits have you seen? Tell us in the comments!

This post previously appeared under the Field Service Guru section of the site. Re-published with permission.

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