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Tetra Pak’s Approach to Service Growth

In this episode of UNSCRIPTED, Sarah Nicastro sits down with Sasha Ilyukhin, SVP of Global Processing Services & Services Solutions at Tetra Pak, for a candid conversation about what it truly takes to unlock service growth at scale. Grounded in new research from Future of Field Service in partnership with Simon-Kucher, this discussion moves beyond theory to explore how one global leader has turned service ambition into measurable business outcomes. While 85% of service leaders say they are optimistic about growth, only 2% have successfully delivered outcome-based services at scale. Sasha shares how Tetra Pak has spent more than a decade building the trust, capabilities, and commercial models required to transform service into a €2.2B business — with half delivered through long-term, performance-based agreements. This episode explores what it really takes to evolve from traditional support models to outcome-driven service partnerships that create lasting value for both customers and providers. In this conversation, you’ll learn: • How Tetra Pak evolved from a la carte services to outcome-based partnerships • Why service growth should be anchored in customer value realization, not revenue targets • The connection between employee experience, service quality, and long-term retention • How digital platforms like Factory OS enable efficiency, sustainability, and workforce transformation • What organizations must do to move beyond the “2%” of outcome-based service offerings • Why workforce shortages, travel reduction, and knowledge management can become strategic advantages Sasha also challenges leaders to rethink how value is identified, captured, and shared. Every service already delivers outcomes — the question is whether companies are structured to recognize and monetize that value effectively. If you’re navigating the shift from transactional field service models to strategic service partnerships, this episode offers practical guidance, real-world lessons, and a compelling vision for the future of service. Because in the end, as Sasha puts it: “You sell equipment once. Customers come back for the service experience.” ⏱️ Chapters 00:00 Welcome + episode overview (service growth research) 02:50 Sasha introduction + Tetra Pak services overview 06:55 Service growth trends: research insights + industry optimism 09:23 Why customers return: the power of service experience 10:58 A la carte services vs outcome-based service models 12:20 Tetra Pak’s service transformation + €2.2B outcomes business 17:45 Value realization: every service delivers outcomes 23:42 Service growth challenges: workforce, travel, knowledge management 30:21 Employee experience as a driver of service growth 33:05 Digital transformation in service + Factory OS platform 40:48 Future opportunities: knowledge gaps, as-a-service, quality outcomes 43:48 Advice for scaling outcome-based services beyond the “2%” 46:25 Episode wrap-up 🎧 Listen to more episodes from Future of Field Service:    / @futureoffieldservice   📩 Subscribe for more conversations on service transformation, field service leadership, and the future of service.