Every pest control and lawn care operator knows the quiet killer of their business isn’t a bad sales month, it’s churn they never saw coming. A customer cancels, and by the time the office manager notices the account is gone, the recurring revenue has already walked out the door. That’s the exact problem WorkWave is trying to solve with its newest move, and it’s worth a close look for anyone running a route-based service business.
According to Landscape Management, WorkWave has rolled out two new analytics hubs inside its Wavelytics Decision Intelligence platform, one built for PestPac customers and one for RealGreen customers, while also bringing on a new chief marketing officer and chief customer officer. On the surface this reads like routine product-and-personnel news. Underneath it, there’s a bigger story about where field service software is headed, and it’s not optional for operators to pay attention.
Why a Churn Score Matters More Than a Dashboard
The PestPac-side feature, called Customer Hub, doesn’t just show pretty charts. It scores individual accounts on cancellation risk, flags the top reasons driving that risk, and quantifies how much recurring revenue is actually at stake. That last part is the detail that should grab operators’ attention. Most shops can tell you churn happened. Very few can tell you it’s about to happen, and even fewer can tell you what dollar amount is sitting on the line for a specific account before the cancellation call comes in.
Near-real-time data refresh means issues surface the same day, not buried in a monthly report nobody opens until it’s too late. The platform also ranks which technicians have the highest callback rates, which is a polite way of saying it identifies who’s generating rework and dissatisfaction. That’s uncomfortable visibility for some managers, and exactly the kind of visibility that protects margin. WorkWave’s own data suggests customers acting on these insights have seen techs deliver roughly 40 percent more services on average. That’s not a soft metric. That’s route efficiency and revenue per truck, the numbers that decide whether a pest control business grows or stalls.
Sales Hub Brings the Same Discipline to Lawn Care Growth
On the RealGreen side, Sales Hub takes a similar approach but points it at growth instead of retention. It tracks the sales pipeline from estimate request through close, sliced by company, region, market, branch or rep, and it surfaces a prioritized list of stalled quotes with direct links back into RealGreen to act on them. Stalled quotes are where lawn care revenue quietly dies, buried in someone’s inbox or forgotten after the initial estimate visit. Giving sales teams a ranked worklist instead of a static report is a meaningful shift from reporting what happened to directing what to do next.
WorkWave CEO Kevin Kemmerer framed the bigger play clearly: customers get actionable insight without having to build and maintain their own custom data warehouse, which the company estimates cuts data engineering costs by roughly 80 percent based on internal analysis. For small and mid-size pest and lawn operators who could never justify hiring a data team, that’s the real unlock. The intelligence lives inside software they already open every day, not in a separate system nobody has time to learn.
New Executives Signal Where the Company Is Headed
WorkWave also announced two executive hires alongside the product launch. Cristine Kao joins as chief marketing officer after CMO roles at Benevity, ABC Fitness Solutions and ACTIVE Network, and she’ll be tasked with sharpening go-to-market strategy for field service customers. Kiran Dhanuka steps in as chief customer officer, coming from chief customer officer duties at MasterControl and leadership roles at Blue Yonder and Sabre Corporation, with a mandate to unify WorkWave’s multi-product ecosystem into one coherent customer experience.
Pairing a retention-and-growth analytics launch with a customer experience hire isn’t a coincidence. It signals WorkWave sees software stickiness and data-driven decision making as the next battleground in field service tech, not just scheduling and routing, which has largely been commoditized across the industry.
The Takeaway for Operators
If you’re running a pest control or lawn care business on PestPac or RealGreen, this is a feature set worth testing, not ignoring. Churn prediction and stalled-pipeline alerts only matter if your team actually acts on them, so the real question isn’t whether the AI works, it’s whether your office has the discipline to follow up on what it flags. Software can hand you the worklist. Somebody still has to make the call.
Frequently Asked Questions
What did WorkWave just announce?
WorkWave launched two new AI analytics hubs inside its Wavelytics Decision Intelligence platform, Customer Hub for PestPac users and Sales Hub for RealGreen users, and named two new executives.
What is Wavelytics Decision Intelligence?
It’s the analytics layer built into WorkWave’s PestPac and RealGreen software that turns operational data into near-real-time insights and action lists inside the software teams already use.
What does Customer Hub do for pest control companies?
It scores each customer account’s risk of canceling, identifies the top reasons behind that risk, and shows how much recurring revenue is at stake so teams can intervene before a cancellation happens.
How fresh is the data in Customer Hub?
The platform refreshes data near-real-time, which means issues can be caught the same day rather than surfacing weeks later in a standard report.
Can Customer Hub identify technician performance issues?
Yes. It lists which technicians have the highest callback rates within minutes, helping managers address rework and service quality problems quickly.
What results has WorkWave reported from these insights?
Based on analysis of existing customer data, WorkWave says some customers have seen roughly 40 percent more services delivered per technician on average.
What does Sales Hub do for RealGreen customers?
It tracks sales pipeline performance from estimate request to sold, broken down by company, region, market, branch or representative, and flags stalled quotes with direct links back into RealGreen.
What cost savings does WorkWave claim for this approach?
WorkWave CEO Kevin Kemmerer said avoiding a custom data warehouse equates to an estimated 80 percent reduction in data engineering costs, based on internal analysis.
Who are the two new executives WorkWave hired?
Cristine Kao joins as chief marketing officer after CMO roles at Benevity, ABC Fitness Solutions and ACTIVE Network, and Kiran Dhanuka joins as chief customer officer after serving as chief customer officer at MasterControl and holding leadership roles at Blue Yonder and Sabre Corporation.
