When Viega North America went looking for its first-ever chief customer officer, the company wasn’t simply filling a new box on an org chart. The appointment of Todd Schwarzenbach to that role in April 2025 signaled a continued emphasis toward placing the customer, whether that’s the contractor, the distributor or the specifier, at the center of how Viega wants to operate and grow.

Schwarzenbach brings a background that is equal parts discipline and market savvy. He spent 24 years at 3M navigating industrial markets in roles that spanned marketing, sales leadership and general management. Before that, he served seven years as a captain in the U.S. Air Force.

As readers will learn in our interview, both job experiences taught him that being close to the customer isn’t so much words as deeds.

“The first lesson is to stay close and keep learning,” he says. “The second lesson is about having honest conversations, understanding their real needs, not just what is on the surface, and then making sure we act on that as a company.”

For contractors managing lean crews and tight schedules, wholesalers navigating supply uncertainty, and specifiers trying to stay on top of codes and technology, Schwarzenbach’s and the business’ direction is to make Viega easier to do business with, more responsive to what customers actually need and more proactive in helping PHCPPros navigate the workforce and technology challenges that show no signs of letting up.

In the conversation that follows, Schwarzenbach speaks about what he found when he got into the field during his first months on the job, how he is working to ensure that customer feedback shapes product development and company strategy, and what Viega is investing in to raise the bar for customer service.

PHCPPros: You recently stepped into the role of Chief Customer Officer at Viega. For contractors, distributors and specifiers who may not be familiar with that title, what does the position entail, and how does it influence the customer experience?

Schwarzenbach: The simplest way I describe it is this: my job is to make sure Viega shows up as a partner you can count on—listening, understanding what you are dealing with and working with you to help get the job done right.

That really applies to our entire customer organization. Our role is to deeply understand our customers; what they are facing day to day, where they are trying to go and what challenges are in their way.

Then, we bring that back into Viega and turn it into action. That shows up in how we design and innovate our products, how easy we are to do business with and how we make sure what you order shows up on time, where you need it.

It is about being a true partner. When our customers win projects and grow their business, that is how we succeed.

PHCPPros: How does your role at Viega help strengthen relationships across the industry?

Schwarzenbach: My focus is simple: get out, listen and stay close to our customers and our teams in the field. But strengthening relationships goes beyond just being present. It is about understanding who our customers are, where their businesses are going and what they are trying to achieve.

The best conversations are not just about a project or a product. They are about where things are headed, what challenges are coming next and how we can work together to solve them.

That is how relationships get stronger: when customers see that you understand their business and are thinking ahead with them. That is what we are focused on: being a partner that helps them move forward.

PHCPPros: You’ve spent much of your career in leadership roles at large organizations. What lessons from those experiences are you bringing to Viega to improve how the company serves contractors and distributors?

Schwarzenbach: My career has been shaped by two environments that demand clarity and execution: 24 years at 3M, mostly in industrial businesses, and my time in the U.S. Air Force.

Both taught me that being close to the customer is not something you say, it is something you do.

The first lesson is to stay close and keep learning. That means getting out, listening and really understanding not just what customers need today, but where they are trying to go and what challenges are ahead of them.

The second lesson is about having honest conversations, understanding their real needs, not just what is on the surface, and then making sure we act on that as a company.

That is what I am focused on bringing here, making sure we understand our customers at a deeper level and act on it as a company.

PHCPPros: From your perspective, what are the most important things contractors expect today from a manufacturer like Viega beyond just supplying products?

Schwarzenbach: Contractors expect reliability and availability first. That is table stakes. You have to get that right, and we will never compromise on it. At Viega, we look at how we can go beyond the basics and better support our customers in the work they are doing.

Today, contractors are dealing with tight labor, more complex projects and less margin for error.  At the same time, many are balancing day-to-day work with larger, faster-moving projects that bring added scale, co-ordination and risk.  They are looking for partners who can help them work more efficiently, reduce risk, and get more done with the teams they have.

That means bringing more than a product to the jobsite. It is about helping solve real problems through better ways to install, practical training that builds confidence and solutions that support safer, more consistent work in the field.

It is also about looking ahead. The best partnerships are not just about what is needed today, but how we help address what is coming next, whether that is workforce challenges, new applications or how the industry continues to evolve.

That is something we take seriously at Viega. We have always believed it is our responsibility to help move the industry forward through innovation, investing in training, supporting the next generation of the trades and doing things the right way, including how we think about safety and the environment.

At the end of the day, contractors want confidence—confidence in the system, in the support behind it and in the partner they are working with. That is what we are focused on earning every day.

PHCPPros: In a recent interview highlight from Viega, you mentioned spending time meeting customers during your first months on the job. What insights did you gain from contractors and wholesalers during those visits?

Schwarzenbach: One of my early priorities was simple: get out and listen.

During my first months at Viega, I spent time with contractors, distribution partners, our field teams and customers visiting our seminar centers, just understanding what they are seeing day to day.

What I heard consistently is that contractors and wholesalers are managing a tough mix of labor constraints, tight schedules and the need to get more done with the same or fewer people.

In that environment, partners matter. Customers value those who can help them work more efficiently, reduce risk on the jobsite and keep projects moving. Practical training, technical support and solutions that are ready for the jobsite make a real difference because they directly impact productivity and installation time.

The other thing that stood out is how much consistency matters. Customers remember who shows up, communicates clearly and follows through. In this industry, that is how trust is built.

And what I also saw is that none of these expectations are new, but they are becoming more important. It is on us, as a company with a long history in this industry, to continue to show up in the right way and keep raising the bar for how we support our customers.

PHCPPros: Training has long been a major part of Viega’s strategy, particularly through its seminar centers and educational programs. How does customer education fit into your overall vision as CCO?

Schwarzenbach: At Viega, training has always been a core part of what we do. It is how people build confidence and get comfortable doing the work the right way.

When we introduced press technology to the U.S., a big part of the work was helping educate the market on a different way of installing, one that improves safety, productivity and consistency on the jobsite. That commitment to training has been there from the beginning.

Our approach is simple: make it practical and accessible. Whether it is hands-on training, jobsite support or virtual options, the goal is to meet people where they are and help them apply what they learn right away.

We also see it as a responsibility to support the next generation, which is why we partner with trade schools and have built specialized programs like the Viega Trades Education Network (VTEN).

Training helps people do their jobs better and with more confidence. That is why it will always be a priority for us.

PHCPPros: Press technology has become increasingly common in plumbing systems. How do you see customer needs evolving as contractors adopt these kinds of installation technologies?

Schwarzenbach: As adoption grows, expectations change. Contractors are not just looking for a new tool. They want a way to work faster, safer and more consistently across the jobsite.

What matters is simplicity, reducing the need to switch between different joining methods as much as possible. That makes it easier to train crews, reduces errors and helps get more done with the same team.

Safety is also a big part of it. Press technology is flameless, which lowers risk on the jobsite, especially in tight spaces or environments where installation can be difficult or restricted.

Solutions like MegaPress® have expanded where press can be used, giving contractors more flexibility while keeping that same consistent approach.

It comes back to productivity and confidence, being able to install quickly, do it safely and know it is going to perform the way it should.

PHCPPros: As CCO, how do you ensure that feedback from contractors in the field actually makes its way back into product development, support and company strategy?

Schwarzenbach: For me, it starts with staying close to the customer. You have to be out there listening, understanding what they are dealing with and how their needs are changing.

But it cannot stop there. Our job is to take what we hear, make sure it is understood across the company and turn it into action through the products, solutions and support we bring to our customers.

We also learn a lot from what is already happening across the business through training, technical support and the work our Engineering and Specification teams are doing every day with contractors and engineers. The key is making sure all of that connects and turns into action.

It is about making sure we are not just hearing our customers, but acting on it in a way that helps them succeed and grow their business.

PHCPPros: The PHCP industry is facing workforce challenges and rapid technological change. What role can manufacturers like Viega play in helping contractors navigate those shifts?

Schwarzenbach: This is one of the biggest hurdles the industry is facing, and it is not something contractors can solve on their own. As manufacturers, we have a responsibility to be part of the solution.

A big part of that starts with training and education. We have to help people coming into the trades, as well as those already in the field, build confidence and learn new ways of working. That is something we have always taken seriously at Viega, including programs like the Viega Trades Education Network.

It also means helping make the work easier. With labor constraints, contractors need solutions that improve productivity, reduce risk and bring more consistency to the jobsite. That is where technologies like press can make a real difference.

And beyond that, it is about showing up with the right support, engineering expertise and technical guidance to help customers plan and execute their work more efficiently.

Our role is to help contractors adapt to what is changing, while continuing to move the industry forward.

PHCPPros: Looking ahead, what are the priorities for your team over the next few years to improve the overall experience for Viega customers?

Schwarzenbach: The focus is straightforward: make it easier for customers to succeed with Viega.

That starts with how we show up every day, continuing to strengthen relationships across contractors, distributors and engineers so customers experience Viega as a true partner.

We are also continuing to invest in training and education. Making sure customers have access to hands-on learning—whether that is in our experience centers, training facilities or closer to where they work—is a big part of helping them build confidence in what they install. That includes expanding our footprint, with new investments like our upcoming experience center in Toronto.

Responsiveness is another priority. That means making sure products are available when customers need them and that support is there when questions come up. Investments in our local manufacturing and supply chain are a big part of that.

And we will keep listening, making sure what we hear from customers continues to shape how we improve our support, our training and the solutions we bring forward. It is about continuing to raise the bar for how we support our customers and help them succeed.