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March 28.2026

2 Minutes Read

Manitowoc's CRANES+50 Strategy: Elevating Customer Support to New Heights

Engineers discussing in an industrial facility, highlighting the importance of customer support.

Building Trust Through Customer Support: Manitowoc's Commitment

In an industry where reliability and performance are paramount, Manitowoc has made waves by emphasizing the importance of customer support. President and CEO Aaron Ravenscroft highlights this philosophy through their CRANES+50 strategy, which underscores a transition from a mere product-focused company to a comprehensive service powerhouse in the lifting sector. The company's approach is clear: selling a crane is just the starting line; true success in their business is measured by how effectively they can support that crane over the years. This commitment is reflected in the impressive growth of Manitowoc's non-new crane sales, which surged to $690 million in 2025.

Expanding Global Footprint for Enhanced Service

To bolster its customer-centric strategy, Manitowoc has significantly expanded its global service network. Since 2020, the company has added 17 service locations across the United States, with further plans to open new sites in Chile, Mexico, France, and Portugal. This strategic expansion aims to enhance the accessibility of parts, technicians, and training, proving that proximity can lead to improved uptime for equipment owners. Ravenscroft emphasizes how every new location solidifies Manitowoc's capacity to respond swiftly and proficiently to customer needs.

Investing in People and Technology

A cornerstone of Manitowoc’s support strategy is investing in people. The company has more than doubled its field service technicians from under 230 to over 500 since 2020, placing skilled personnel at the forefront of their service commitment. These technicians are indispensable in diagnosing issues and ensuring optimal crane performance. Coupled with this human investment is the integration of leading-edge technology. Manitowoc's telematics systems, Grove CONNECT and Potain CONNECT, provide customers with real-time insights into their crane’s performance, contributing to informed operational decisions.

Conclusion: The Path Ahead for Manitowoc

With ongoing advancements and a growing commitment to customer satisfaction, Manitowoc is carving a niche as a premier service provider in the lifting industry. As they continue fortifying their infrastructure and expanding their workforce, the company looks set to redefine what it means to support customers long-term. This dedication ensures that Manitowoc clients can rely on not just their cranes, but the comprehensive service ecosystem that accompanies each purchase.

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Manitowoc's CRANES+50 Strategy: Elevating Customer Support to New Heights

Building Trust Through Customer Support: Manitowoc's Commitment

Expanding Global Footprint for Enhanced Service

Investing in People and Technology

Conclusion: The Path Ahead for Manitowoc

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