How manufacturers can meet rising customer expectations

After-sales service has always been an important part of the manufacturing sales cycle, but what customers expect from it is changing.

It's no longer just about fixing problems when they happen. Your clients are raising the bar: They want service that feels personal, proactive, and built around their needs.

Manufacturers know that after-sales service shapes customer loyalty, but keeping pace with these evolving expectations requires new approaches.

Our recent research with ABI Research shows exactly where manufacturers must focus. Those who invest in these areas will be better equipped to strengthen customer relationships, protect revenue, and stand out in a more competitive market.

In this article:

• How will after-sales service evolve in the next five years?
• How can manufacturers meet these demands?
• How TeamViewer enables faster, smarter after-sales service
• How BOBST solves customer issues in an instant
• Summary

How will after-sales service evolve in the next five years?

The role of after-sales service in manufacturing is expanding, and with it, customer expectations.

Because today’s customers aren’t just looking for fast fixes when something breaks. They want service experiences that are tailored to them, delivered in real time, and designed to minimize disruptions before they happen.

Recently, we worked with ABI Research and asked manufacturing professionals what type of after-sales service would drive the most value for their customers in the next five years.

Three priorities stood out.

1. On-site and remote service work better together

Even with the rise of remote support tools, many customers still want the reassurance that only in-person service can provide. When equipment is complex or stakes are high, customers value the ability to get expert guidance. Whether that means having a technician physically present or receiving augmented reality (AR) real-time support that feels just as personal.

That’s why the most effective after-sales strategies won’t treat on-site and remote service as either/or. Instead, they’ll combine both to deliver fast, flexible, and reassuring support when and where it’s needed most.

2. Personalization is no longer optional

Customers don’t want to explain their setup every time they reach out. They expect service teams to know their equipment, their history, and their unique operating conditions. Service that feels personalized, not one-size-fits-all, will increasingly become a deciding factor in customer loyalty.

3. Real-time and AI-powered service is becoming the norm

Waiting hours or days for a solution is no longer acceptable. Customers expect faster issue resolution powered by intelligent diagnostics and predictive insights. AI can help service teams pinpoint problems quickly, reduce downtime, and even prevent future failures. And customers are starting to look for, and even expect, AI-backed customer support.

Across all three areas, the message is clear: Delivering more value after the sale isn’t just about technology. It’s about making every customer interaction faster, more relevant, and more human.

How can manufacturers meet these expectations?

Recognizing the shift is one thing; delivering on it is another. The challenge now is finding practical ways to keep pace, making your service faster, more personal, and more predictive. Without overloading teams or driving up costs.

Because you’re probably being asked to do more with less. Such as delivering faster service, offering more personalized experiences, and reducing downtime. All while navigating staffing shortages and supply chain complexity on a global scale.

It’s a difficult balance.

Traditional models like on-site service or call centers aren’t going away. But on their own, they’re no longer enough. What’s needed is a way to augment those approaches and help your service teams respond faster and adapt to your customers’ needs. And do it all without adding unnecessary friction.

That’s where digital tools come in. Not as replacements for skilled technicians, but as a way to support and extend what they can do.

How TeamViewer enables faster, smarter after-sales service

For manufacturers looking to meet these rising expectations—without overextending their teams—TeamViewer Smart Service offers a practical, scalable way forward.

It doesn’t replace traditional service. It builds on it.

Here's how it helps address the core priorities identified in the ABI Research survey.

On-site reassurance with easy remote access

In-person support isn’t going away, but it isn’t always practical or fast enough. Smart Service uses AR-powered video assistance to let technicians see what the customer sees, guiding them through solving issues as if they were there in person. That means faster resolutions, fewer unnecessary site visits, and support that still feels hands-on when it counts.

Personalized service, every time

With Smart Service, your service teams can connect directly with customer equipment. This gives them access to real-time machine information and gives context to the problem, so they’re never starting cold. That reduces repetition for customers and enables more focused, relevant help from the first minute of the call.

Smarter support and documentation

Every service session creates valuable context, and Smart Service captures it automatically. With AI-generated summaries, it's easy to document, review, and hand over cases without losing key details. The result? Faster resolutions, smoother experiences, and a support team that stays in sync.

Support across borders and languages

For manufacturers with global customers, language gaps can slow everything down. TeamViewer Smart Service includes real-time translated captions, so support teams can communicate clearly with customers anywhere. Without relying on local staffing or third-party interpreters.

This kind of support isn’t just faster. It’s more human, more informed, and more in line with what customers now see as the baseline for service.

Case study: How BOBST solves customer issues in an instant

BOBST, a global leader in equipment for the packaging and label industries, recognized early that evolving after-sales service was crucial for their success.

With machines operating 24/7 across the globe—and with life spans of up to 50 years—downtime is not an option. BOBST needed a way to support customers instantly, while still delivering the personalized service experience their brand was known for.

With TeamViewer, BOBST specialists can now connect with customers remotely using AR-powered remote assistance calls, quickly diagnosing and resolving issues without the delays associated with dispatching a technician.

The results? BOBST now resolves 80% of electrical issues remotely, with 90% fixed in under two hours. Thus, dramatically reducing their downtime and strengthening customer relationships in the process.

Read more: How BOBST minimized machine downtime and reduced technician travel costs

Summary

After-sales service is no longer an afterthought—it’s a strategic differentiator.

As ABI Research shows, customers now expect service that is not only fast, but personalized, intelligent, and proactive. Manufacturers that recognize and adapt to these evolving demands will be best positioned to drive customer loyalty, protect revenue, and stay ahead of the competition.

TeamViewer Smart Service helps manufacturers thrive in this new era. By blending the expertise of skilled technicians with the speed and intelligence of digital solutions, manufacturers can deliver the seamless, responsive service experiences that customers expect.

The future of after-sales service isn’t just faster. It’s smarter, more human, and ultimately, more valuable for everyone involved.