Why Support is Becoming as Important as the Product Itself

Lisa-Jayne Cook looks at how increasing customer expectation – from both homeowners and building operators – is changing product development and aftersales

“Change is the only constant” is something I was told very early in my career, and honestly, it’s one of the truest things I’ve ever heard. Our industry never stands still. Technologies evolve, legislation changes, customer expectations shift, and whether we like it or not, we must adapt alongside it.

One of the most overlooked changes over the years isn’t the technology itself, but what the customer expects from it. There was a time when our main concern was whether a system heated or cooled the space effectively. Now, expectations are far broader. We are investing in comfort, efficiency and smarter technologies as part of wider whole-home solutions and the expectation for seamless operation extends beyond installation and commissioning.

As heating and cooling systems become more connected and integrate into everyday life, customers are no longer simply buying a product. Customers are buying into the experience that comes with it, from installation and commissioning through to servicing, maintenance and lifecycle management.

Changing expectations and long-term ownership

In today’s modern world, customer expectations are being shaped by experiences from far beyond our industry. Users have become accustomed to connected devices, access to instant information, subscription services and ongoing reassurance in almost every aspect of their lives. Comfort, wellbeing, energy efficiency and ease of use have all become part of the conversation.

At the same time, heating and cooling systems are increasingly being viewed as long-term investments rather than a simple household appliance. Whether it’s air conditioning, heat pumps or wider whole-home technologies, customers are not just investing in a product, they are looking for a solution which encompasses performance, reliability and operation of their homes and buildings.

In my view, this is where the real shift is happening. Most significantly when it comes to space heating. End users are doing their research; they are trying to understand the technology and are already plugged into to the idea of long-term sustainable heating and accept that it comes with a slightly higher price tag.  For this reason, value for them is beyond what they are getting out of the box.

This is calling for greater responsibility on manufacturers like Haier, and installers who remain the main touch point to the end user who not only purchasing the product but also the whole lifecycle experience. They want to know that the system they choose will perform, and operate as intended, and that the right guidance will be available when they need it.

This creates both a challenge and an opportunity for our industry. As manufacturers, we are no longer simply delivering a piece of equipment and handing over a manual. We are becoming part of a much longer ownership journey, where clear communication, accessible guidance, straightforward maintenance and dependable aftercare all matter.

For building operators and specifiers, those expectations are equally important. Operational continuity, lifecycle management and long-term reliability are becoming increasingly significant in the decision-making process, alongside performance and efficiency. In many cases, the question is no longer only “what can this system do?” but “how easy will it be to manage, maintain and rely on over time?”

That is why I believe the ownership journey has become just as important as the product itself. The technology may be what starts the conversation, but the confidence created around it is what builds long-term trust.

Installer trust

Despite how much our industry has evolved over the years, one constant remains: the importance of trust. For the majority of customers, the installer remains the face of the entire experience. They are the person advising on the solution, carrying out the installation and often the only contact to the customer long after commissioning has been completed.

This is why installer confidence matters so much. If an installer trusts the product, understands the system and feels supported by the manufacturer, that confidence naturally carries through to the end user. The installer is not just fitting equipment; they are helping the customer feel reassured about the long-term investment in their home or building.

That means manufacturers have a responsibility not only to develop reliable solutions, but also to provide the tools, training and technical guidance that help installers deliver the best possible customer experience. Good aftercare is not measured purely by how quickly you react when something goes wrong, but by how consistently you support the installer from enquiry, through to delivery and into aftersales.

Our aim as manufacturers should be to give installers confidence from the outset through accessible technical support, clear documentation, training, commissioning guidance and straightforward warranty processes. Whether domestic or commercial, confidence in the structure surrounding a system increasingly influences the specification and purchasing decisions.

Digital tools and lifecycle experience

Over the last decade we’ve seen an exponential move towards digitalisation, simple things like the move towards mobile apps, remote working through various devices and how we generally source information. This shift means that consumer behaviour has also evolved and continues to shape our R&D and future solutions.

In the HVAC field, the conversation is no longer just about what happens at the point of installation, but how we continue to add value throughout the chain. Ultimately, we want a happy end-user, but this is highly dependent on how well we have taken care of the installer.

Giving installers access to tools such as the Haier Remote Monitoring Platform (RMP) has become an essential element in the lifecycle experience. The Haier RMP platform is a cloud-based web platform designed especially for installers. It enables them to remotely monitor the system and enable remote intervention.  This is a game changer for any installer who wants to offer added value and peace of mind to the end user. Now the installer can do a multitude of things, this includes live monitoring of over 200 parameters and automated error alerts being shared, installers can resolve numerous issues remotely or arrive on site fully prepared for optimal resolution.

By leveraging real-time data and historical insights from the Haier RMP, installers can create more accurate maintenance plans and performance criteria tailored to each installation, ensuring consistent performance and further enhancing the value and lifespan of the system.

However, I don’t believe digital platforms should ever replace the human relationships our industry is built on. Installers, service teams and technical experts remain central to the customer experience. In fact, within Haier HVAC, we are undergoing a big push in opening Training Hubs across Europe and the UK to get in front of as many HVAC specialist as possible – to ensure they are fully armed with the tools they need to succeed with our products. The role of digital tools is to strengthen knowledge by making information easier to access, reduce uncertainty and aid diagnostics more efficiently. As systems become more intelligent and integrated into homes and commercial buildings, this joined-up approach will become even more important.

The future of customer support

Looking ahead, it’s clear that long-term support models are an increasingly important part of the wider heating and cooling narrative. As systems become more connected and integrated into everyday life, end users will continue to look for reassurance beyond installation.

In my view, this is where the industry needs to shift its thinking. Aftersales care should no longer be seen as something that begins only when there is a problem. It should be built into the full customer journey from the very start, helping people feel informed, confident and cared for throughout the life of the system.

We are already seeing the growth of structures built around ongoing service, maintenance and breakdown assistance, making long-term lifecycle care more accessible. Furthermore, end users across the spectrum value instant business as usual scenarios, convenience, continuity and confidence alongside the product itself. We are already familiar with service plans for boilers, extended warranty plans for white goods and breakdown plans for essential services, and many of us budget for these in our monthly outgoings. They are simply another part of modern life.

For our industry, this change in consumer behaviour presents an opportunity to move our relationship with installers and end users beyond the delivery of the product and into something more long-term; in addition, the use of AI and other intelligence will enable us to enhance our after sales service and transparency of information across the chain.