When to Use Automation in MSP Service Delivery

No one wants to talk to an AI when they are having a technical issue, so how can you leverage AI, and automation in general, in creating a better client experience?

Leveraging automation has been vital in advancing the productivity and profitability of MSPs since the earliest days of the industry. However, in the past few years as we’ve seen AI and machine learning explode onto the scene it’s left many MSPs grappling with just how much automation their clients should be exposed to and the importance of human interaction in their service delivery.

Real human relationships are at the heart of most any MSP’s success, and AI isn’t at the point yet where it can even come close to replacing that vital function. So how then can it be employed to create a better client experience? At TimeZest, we like to think of automation more like an assistant to the star rather than the star itself.

Imagine if your techs had a butler. Not the kind that polishes silverware or folds napkins into swans, but a digital one. This butler doesn’t aim to steal the spotlight or replace the tech. Instead, it’s there to ensure that every interaction with clients is seamless, efficient, and, most importantly, personal. This is what an MSPs stack in general should be. It’s not about replacing the human touch; it’s about enhancing it.

Automation, when used judiciously, acts as a force multiplier for techs. It takes care of the repetitive, time-consuming tasks that, while necessary, don’t necessarily require even benefit from a human’s nuanced understanding or problem-solving skills. This frees up techs to focus on what they do best: solving complex issues and building relationships with clients that are based on trust and personalized service.

At TimeZest just as an example, we automate the process of scheduling meetings. It’s a simple task, yet it can become a back-and-forth time sink that benefits no one. Manual scheduling just can’t be done as well as with an automated solution. Manaul scheduling results in multiple emails and never provides the same level of choice as an automated solution like ours. It’s quick, it’s efficient, and it allows techs to spend more time addressing client needs rather than juggling calendars. But this is just the beginning.

The true power of automation lies in its ability to handle a multitude of minor details simultaneously. From sending reminder emails to updating PSA systems, automation can work quietly in the background, ensuring that nothing falls through the cracks. It’s the digital equivalent of an unfailingly attentive butler, anticipating needs and smoothly handling the logistics so that techs can dedicate their energy to where it matters most.

However, it’s crucial to remember that automation is a tool, not a crutch. The goal is to augment the capabilities of techs, not to depersonalize the client experience. Clients choose MSPs not just for their technical expertise but for their ability to provide solutions that are tailored to their specific needs. Automation should enhance this personalization, not detract from it.

For instance, automated systems can gather preliminary information from clients before a tech becomes involved, ensuring that the tech has all the necessary context to provide targeted, effective assistance. This doesn’t diminish the tech’s role; it enhances it, allowing them to provide a level of service that feels both highly personalized and efficient. They come to the meeting prepared.

Consider how your own interpersonal relationships would be better if you had a butler. You wouldn’t want them replacing you in social situations, but imagine if you had someone always by your side that made sure you never forgot someone’s name or birthday. Someone that could buy your spouse a gift for Valentines Day when you forget, and make sure you arrive at social functions dressed impeccably and on time. Your stack should be doing the business equivalent for your MSP.

In implementing automation, MSPs must strike a delicate balance. The technology should be sophisticated enough to handle complex tasks but intuitive enough that it doesn’t become a barrier between the tech and the client. It should save time, not create frustration. Most importantly, it should always feel like a part of the team, working alongside techs to deliver the kind of service that clients rave about.

Automation in client experience is not about replacing the invaluable human element that techs bring to the table. It’s about supporting them, enhancing their efficiency, and allowing them to focus on what they do best: delighting clients with exceptional service. In this scenario, automation can be like a butler for the tech, handling the logistics and details so that the they can shine in their role as the face of the company, the problem solver, and the trusted advisor. In the end, it’s about using technology not just to do things better, but to do better things.