Aaron Ravenscroft on the importance of customer support
- The president and CEO of Manitowoc explains why customer support is not an add-on, but the strategic engine that keeps the Company moving forward.
“Selling a crane is just the beginning,” says Aaron Ravenscroft. “The real measure comes from how well you support it for the next 20 or 30 years. That’s where trust is built.”
Manitowoc’s CRANES+50 strategy, launched five years ago, is focused on growing the Company’s customer support operations, covering parts, service, refurbishment, training, telematics, and more. The strategy reflects Manitowoc’s transformation from a product-focused Company into a customer-centric business offering a full suite of lifting services covering the entire aftermarket segment. It has been a continuing success, and in 2025, non-new crane sales revenues (which include customer support) totalled $690 million, continuing the recent trend of double‑digit growth here.
But for Aaron Ravenscroft, this is not so much a financial milestone as evidence of customer demand for closer and stronger aftermarket service.
“The momentum in our CRANES+50 strategy and customer support operations shows how essential it has become to customers around the world. We’re building a service ecosystem that will support customers for decades. And our strategic growth has allowed us to reinvest heavily in people, facilities, and technology — all of which directly benefit crane owners,” he says.
Expanding global support network
One of the clearest indicators of Manitowoc’s commitment to customer support is the scale of its investment in service infrastructure. Since 2020, the Company has added 17 new service locations in the U.S., plus new or upgraded facilities in Peru, the UK, France, Australia, and more.
In the U.S., new facilities have been added to serve North Carolina, South Carolina, and Georgia, while existing locations in Phoenix, Ariz.; Baton Rouge, La.; and Nashville, Tenn., have been upgraded. Looking to 2026, the Company plans to add new locations in Chile, Mexico, France, and Portugal.
“Being physically closer to customers is one of the most effective ways to improve uptime and support. Every new location we open strengthens our ability to respond quickly and keep cranes working. We continue to identify regions where customers can benefit from faster access to parts, technicians, and training, and we invest accordingly,” says Ravenscroft.
Investing in people and technology
One of the most significant transformations has been in Manitowoc’s technician workforce. In 2020, the Company employed fewer than 230 field service technicians; today, that number exceeds 500. These technicians are the frontline of Manitowoc’s support promise. Their expertise in diagnosing issues, performing repairs, and keeping cranes operating is central to the Company’s value proposition.
“Growing our field service technicians is a key pillar in our CRANES+50 strategy. Taking that number to more than 500 is a clear sign of our commitment to customer support. These are the people who keep our customers’ cranes operating safely and efficiently,” notes Ravenscroft.
And the expansion through CRANES+50 is not just physical, it’s also digital. Manitowoc has invested heavily in its telematics platforms, Grove CONNECT™ and Potain CONNECT™, which give customers real‑time insights into crane performance, maintenance needs, and utilization. Another milestone was the launch of ServiceMax, Manitowoc’s global asset management system. This innovative tool enables the Company to track every machine from cradle to grave, significantly improving technician productivity and customer service. ServiceMax sets the standard for how to monitor each machine throughout its lifecycle.
Ravenscroft notes how the platform delivers actionable value to customers:
“Customers want transparency. They want to know how their cranes are performing, what maintenance is coming up, and how to optimize their fleets. Our digital platforms give them that visibility.”
Supporting cranes for the long haul
Manitowoc cranes are built to last decades, and the Company’s CRANES+50 strategy is a crucial part of delivering on that promise. Customer support at Manitowoc reflects a long-term commitment through initiatives such as parts availability, EnCORE™ crane refurbishment, technology tools, Lift Solutions planning expertise, and more. Ravenscroft says Manitowoc is committed to serving as a long‑term partner to every crane owner.
“Our cranes are built to last, and our support is built to match. Whether a crane is brand new or decades old, we stand behind it. When customers succeed, we succeed. That’s why we continue to invest in the people, technology, and infrastructure that keep their cranes performing at the highest level.”
To learn more about the range of customer support services from Manitowoc, click here.
CONTACT
Chris Bratthauar
Sr. Director Marketing
Manitowoc
T +1 717 593 5348
chris.bratthauar@manitowoc.com
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