EP220 – Improving Service Delivery in your MSP with Michelle Coombs & Ian Luckett
IT Experts Podcast with Ian Luckett
Release Date: 02/14/2025
IT Experts Podcast with Ian Luckett
But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts. Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say...
info_outlineIT Experts Podcast with Ian Luckett
I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive. These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real...
info_outlineIT Experts Podcast with Ian Luckett
Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth. That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more...
info_outlineIT Experts Podcast with Ian Luckett
As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore. We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or...
info_outlineIT Experts Podcast with Ian Luckett
Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening. Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But...
info_outlineIT Experts Podcast with Ian Luckett
For those who aren’t familiar, B Corp is essentially a certification that demonstrates a company’s commitment to social and environmental responsibility. It’s often described as the gold standard for ethical business practices, ensuring that organisations consider the impact of their decisions on employees, customers, suppliers, the community, and the planet. It’s about running a business with integrity and proving that you’re doing the right thing—not just saying you are. Gildas explained that he’s always been passionate about running a business with strong values,...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs. Michelle Coombs quickly pointed out that the traditional...
info_outlineIT Experts Podcast with Ian Luckett
One of the biggest challenges we see in the MSP space is that many business owners started their journey as technical experts. They didn’t necessarily set out to run a business – they just knew they were great at what they did and wanted to do it better than the company they worked for. The problem? Running a business requires a completely different skill set to just doing the technical work. At some point, every MSP owner reaches that moment where they realise they can’t do it all themselves. But that realisation often comes with frustration—because even when they bring in a team,...
info_outlineIT Experts Podcast with Ian Luckett
info_outlineIT Experts Podcast with Ian Luckett
We began by addressing a common stigma: why so many MSPs avoid Apple devices despite their undeniable popularity and premium quality. Ben highlighted that while many MSPs are deeply rooted in the Microsoft ecosystem—largely due to its strong channel support and financial incentives—Apple has been quietly making significant inroads into the business world. In fact, as Ben pointed out, companies like IBM and Cisco have embraced Apple devices, with up to 60% of their employees choosing Apple when given the option. This trend is a clear indication that Apple is no longer just for creatives...
info_outlineOne of the biggest takeaways from our conversation is that when clients say an MSP is “too expensive,” what they actually mean is that they don’t see the value in the service. This is a massive problem in the industry. MSPs often assume that if tickets are low and complaints are minimal, everything is running smoothly. But in reality, service delivery is about so much more than just fixing issues. It’s about building relationships, setting clear expectations, and continuously improving processes to meet client needs.
Michelle Coombs quickly pointed out that the traditional people, process, and technology model is incomplete. Leadership and customer focus must also be factored in. Without strong leadership, teams can become directionless, and without focusing on the customer, it’s easy to miss opportunities to deliver real value. Service delivery isn’t just about how well a team handles tickets; it’s about how well the entire business aligns to support its clients effectively.
One of the key areas where MSPs often go wrong is overcomplicating processes. Smaller MSPs might have little to no documentation, leading to inconsistencies in how services are delivered. On the other hand, more mature MSPs can end up over-engineering their processes to the point where they create unnecessary bottlenecks. Michelle made a great point that having repeatable and scalable processes is essential, but they should be right-sized for the business. For smaller MSPs, simply recording a process using tools like Scribe or Microsoft Teams can make a huge difference. For larger MSPs, ensuring that processes are followed correctly, without excessive red tape, is the key to efficiency.
A simple but highly effective way to gauge whether an MSPs service delivery is meeting expectations is by actively seeking feedback. Michelle Coombs recommends three straightforward methods: gathering CSAT scores at the end of tickets, asking clients about what’s working and what could be improved during QBRs, and conducting post-project reviews. The last one is often overlooked, but it’s crucial to ensure that implementations and changes have been carried out smoothly and effectively. If an MSP isn’t regularly checking in on service delivery, it’s running blind and risks losing clients without warning.
Another big challenge is that service improvement plans often stall before they’re completed. Michelle highlighted how MSPs typically get 80% of the way through an improvement initiative, only to drop it when a new priority or shiny distraction comes along. The final 20% is often where the real transformation happens, yet so many businesses never get there. Lack of time, resources, and unknown unknowns—things MSPs don’t even realise they should be measuring—are common pitfalls. Having a structured plan and ensuring there’s a clear owner for service improvement within the business can prevent these initiatives from being abandoned.
We also tackled an often-ignored group—low-noise clients, or as Michelle calls them, green flag clients. These are the ones who rarely raise tickets, don’t cause issues, and often get neglected simply because they’re quiet. The danger? These clients can suddenly disappear, and MSPs often don’t see it coming. Michelle advises regular check-ins, even if it’s just a brief call from a helpdesk manager once a month. These check-ins strengthen the relationship and help MSPs spot potential opportunities before the client starts looking elsewhere.
To wrap up, we boiled down the most important actions for MSPs looking to improve service delivery. First, engage with your customers—ask them what’s working and what could be improved. Second, talk to your team—they often have valuable insights into what could make the business more efficient. And third, build relationships—whether it’s high-touch quarterly business reviews or low-touch check-ins for quieter clients, staying connected is vital.
This episode was packed with practical insights and key takeaways for MSPs looking to strengthen their service delivery. If you’re serious about improving your customer relationships and ensuring long-term success, take action on these strategies today.
And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.
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Until next time, look after yourself and I’ll catch up with you soon!