CX as a Framework for Managed IT Service Delivery

Author: Eric Anthony, Director, MSP Community and Partner Enablement, Egnyte

Customer experience is more than just a buzzword. It can be a useful tool for optimizing every aspect of the journey your customers take before they become aware of the supplier until they change. This is important because if we optimize the customer experience, we can maximize their satisfaction and our profit. It also extends the customer’s life, thereby creating a greater life value. So how do we specifically apply this to service delivery?

First, we need to align service offerings to the ideal customer profile (ICP). By creating service offerings that exactly meet the needs of our ideal client, we create a tailor-made experience to solve their problems. To do this we need to create people around our ICP. Personas are detailed representations of the different decision makers and users that exist within our ideal client. By understanding their individual needs and concerns, we can create a collection of services that meets those needs and exceeds expectations.

Customer Experience (CX): Tips for onboarding MSP customers

The next specific part for the provision of the service is onboarding. Onboarding is critical because it is the first real experience with your services that the customer will encounter. It is also important because it sets expectations for the continued service and support you will provide in the future. The tricky part here is that if you “over-deliver” here, you can set yourself up for failure if your continued service isn’t up to par with the original onboarding. The basic onboarding framework should contain:

  1. The program – Make sure your onboarding plan (or plans for multiple service offerings) is consistent, otherwise it can’t meet expectations consistently.
  2. Communicate the Plan – This is where you set expectations with the client. When will it start, how long will it take and what interruptions in the workflow will it cause? These are the fundamental things they care about.
  3. Execute the plan – Respect the plan and what you have communicated as faithfully as possible. Communicate regularly even if he is about to plan. Daily works best unless an unexpected outage occurs which should be reported immediately.

How to keep CX and customer success future-proof

The utmost attention should be given to the continuous provision of the service simply because this is the piece, if done right, it will ensure a long-term relationship with the customer. One reason is that this part of the journey is important is because that’s where they will spend most of their experience with you and because this is the easiest place to get lazy.

I think you can split this into two equally important parts, keeping expectations and future proof.

  • Maintaining expectations is where you build and constantly improve your processes. Much of this will revolve around your PSA and RMM tools as they are the primary systems you use to receive inputs and produce outputs for these processes. In my opinion, you should define your processes and then choose your PSA and RMM. The last thing you want is to be forced to run a process in a way that contradicts how you want to provide service due to a tool.
  • Future-proof, yes it’s a real word according to Word, it’s really what I think is part of customer success. Your customers are changing, their industries are changing, our industry is changing. If we don’t evolve to accommodate these changes, our service delivery will lag behind. I believe the best way to keep up with this is to have a good move for customer success. Many believe that customer success is just a loyalty game to play when something goes wrong, or when we get an angry / complaint survey response. I believe that customer success, done proactively, prevents loyalty issues from occurring in the first place.

Customer Success: Two Tools for MSPs

Here are the two tools every MSP must use, at a minimum, to create a proactive CS movement.

  • QBRs – Quality Business Reviews (because quarterly isn’t always the right range) are essential for this. If you are not meeting your clients, outside the scope of the routine work, you have to be. It’s the only way to find out what’s changing for them and give you the opportunity to share what’s changing in the technology that will affect them. Once all that sharing has taken place, you can decide on a plan and set expectations on how to execute the plan to meet those changes.
  • Periodic use of NPS or CSAT on each E ticket is critical for early problem detection. With each card it’s a great time to do this because it will measure their satisfaction with that individual interaction. Periodically it’s vital for two reasons: it captures a bigger picture of the response to the relationship rather than a specific commitment. It also bridges the gap when there are no tickets to get answers from.

One of the worst things I’ve ever seen happen in an MSP-Client relationship is when the MSP was doing a good job, so there were few or no tickets. However, over the course of 2-3 years the customer’s needs changed to the point that there was a large gap between what the MSP was offering and what the customer needed. P.periodic company reviews and measuring their temperature with NPS or CSAT surveys will keep the gap between your offering and their needs to a minimum.

Bottom line: align your business model with customer needs

Customer experience can drive success in your business. What I find important in applying a customer experience framework is that, rather than just passing off a few recommendations as a one-size-fits-all solution, CX can be used to build a business around your needs rather than having to conform to the someone else’s idea of ​​success. One of the particularities of this industry is the diversity of why and how IT service providers run their businesses the way they do. Using a CX framework allows you to build a business model based on your needs and the needs of your ideal customer.

Guest blog courtesy of Egnyte. Read other Egnyte guest blogs here. Guest blogs with regular contributions are part of ChannelE2E’s sponsorship program.

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