Your MSP business thrives on building meaningful relationships with clients. Instead of focusing your efforts on seamless transactions, invest your time and resources into building meaningful relationships with all your clients. Focusing your efforts on meaningful relationships allows you to empower your customers to reach their goals. Instead of becoming a service provider, clients start to view you as an integral component to the growth and success of their businesses.
Create an Experience
Look into different components that affect the customer experience such as the amount of time it takes for you to get all the information you need to solve a problem; your accessibility, especially at night and on weekends; the language you use when getting to the root of a problem and the communication channels available to reach to you. In most cases, your MSP will serve non-technical businesses; understanding this allows you to probe your clients about a problem without overwhelming them with technical lingo. Improve the customer reporting experience by creating forms that allow customers to input as much information as possible in a simple language. Focus on reducing the amount of effort required to reach you by giving clients multiple, reliable contact options. Additionally, make sure you have a support team available 24/7 to ensure continued support. Customers will enjoy retaining an MSP that reduces the effort required to access day-to-day services.
Your MSP serves customers in different industries; creating a generic email that offers general information will work to your disadvantage. Consider creating a customer portal you can use to customize and personalize the experience for every business you serve. For example, create personalized emails, industry-specific complaint forms, customized learning materials and training specific to each business in your portfolio. This allows you to identify clients immediately they contact you— saving you both time and effort. It also makes it easy for you to follow complaints, identify patterns within a business and then offer innovative solutions specific to their business. You can also solve problems faster and even assign different experts on your team to specific businesses. For example, a cyber security expert with experience in managing medical systems can focus on businesses in the health sector.
Personalizing services further allows you to create custom portals for different businesses; for example, a portal for a lending institution will differ significantly from a portal that serves an educational institution; customization allows you to offer content relevant to the business.
Improve Feedback Channels
Instead of using standard feedback questions, such as ‘How can we serve you better?’, take it a step further and try to understand customer experiences. Offer new services for free and ask your customers to test them and give their feedback. Re-frame your feedback questions to probe users to give in-depth feedback on different services, which will gradually improve the quality of services you offer to your clients.
Alternatively, leverage the relationships you create with clients to get one-on-one feedback over lunch or dinner. Happy clients will willingly meet you to give you insight into different ways you can improve how you serve them.
While focusing on growth is at the heart of every MSP business, never sacrifice value delivery for new client acquisition. Building a profitable relationship with your current clients begins with continuous value addition to their operations. Spend time understanding their needs, improving your communication channels and conducting ongoing surveys to establish their overall satisfaction with your business. Additionally, build an internal company culture that allows you to adapt your services and packages to accommodate their changing needs.
Businesses change on a daily business and it is important that you build a relationship where they can rely on you consistently throughout the year. For example, you should be willing to offer additional back up services and storage solutions for a rapidly expanding film production business. Lastly, make sure your clients have enough space to offer comments on how you can improve their satisfaction.
Creating meaningful relationships for your MSP business takes time and effort. You must invest your time and resources into improving the customer experience and building relationships you can leverage to grow your business.