An MSP business, like any other business, must engage with clients. There will be back-and-forth and both of you will come away with a perception of the other. Ideally, you want the Customer Experience (CX) of clients to be positive. You want to build on it. CX doesn’t end at conversion; rather, this is like a solidification of further practices. Without positive CX, both retention and conversion will lag.
Benefits of CX and The Three Tiers of The Client’s Journey
Clients who like the experience they have with your business will stick with you over the long haul. You’ll establish a relationship with them that may lead to further clients. You can give them referral discounts to bring in new customers. You can use such clients to acquire and promote positive reviews.
Additionally, such clients are going to be less of a drain on your staff, as they enjoy the experiences they have with you. You’ll have fewer “badger” clients getting angry and stubborn about things that are really just a misunderstanding anyway. Getting CX where it should be will require a few considerations. Basically, look at it as a three-tiered process:
- How clients experience their journey into becoming long-term clients
- Establishment of relevant touchpoints throughout the journey
- Designing and managing relevant client engagement avenues
How Clients Experience Their Journey into Becoming Long-Term Clients
As your MSP business converts clients, there may be a tendency or instinct to forget about them. It’s better to have customer service divisions who work in retention and use things like CRM (Customer Relationship Management) software to check in with customers at intervals.
After clients have converted to your products or services, you want to focus on them with greater consideration. Seek to increase their use of your MSP and always conduct exit interviews to determine where there may have been hidden patterns.
Establishment of Relevant Touchpoints Throughout the Journey
A touchpoint represents an instance of engagement between your MSP and either existing or potential clients. When clients first become aware of what you do, touchpoints might be articles, whitepapers, or reviews. As they convert, a touchpoint might be an automated text message concerning a new opportunity for an upgrade. Try to be relevant in touchpoints that you provide.
Designing and Managing Relevant Client Engagement Avenues
Establishing channels of communication and engagement are key to positive CX. Many businesses use email and social media avenues such as reviews or referrals. It’s notable that better avenues of interaction commonly involve activities that aren’t as active on the customer’s part. Give them something to watch or read. Establishing a strong, regularly updated and relevant blog can be ideal if it’s managed right.
Strong Customer Experiences Build Long-Term Clients
When an MSP business effectively manages client engagement avenues, establishes relevant touchpoints throughout the CX journey, and takes client perceptions of that journey into account, it’s more likely customer experiences will be positive. If customers like you, they’ll stick around longer and help you secure new clients. Accordingly, do your best to provide worthwhile experiences for your clients.