The 5 Whys MSPs Struggle to Deliver a Great Client Experience
Every MSP says it, “Our clients love us!” And to be fair, most aren’t wrong. Churn in the MSP space hovers around 7–10%, which sounds fine until you do the math (ConnectWise).
If you support 100 clients, you’ll lose about eight this year. Now, if your growth target is 24 new clients annually (a common goal of two per month), you’ll spend the first four months of every year just replacing churn. That’s not growth - that’s treading water.
And the cost? Roughly $48,000 in wasted billable time just to offboard and onboard replacement clients, not counting non-billable hours from sales or admin support.
“Nearly a quarter of SMEs have terminated relationships with MSPs due to poor customer service.”
- JumpCloud
So, let’s stop patting ourselves on the back for low churn and ask the harder question:
Why aren’t MSPs delivering a great client experience?
Here are the five real reasons why, and what to do about them.
Why #1: MSPs don’t know how to configure the SLA module (and neither does Autotask)
Let’s be clear: It’s not your fault.
Configuring SLAs correctly in Autotask is complex. The system isn’t plug-and-play, and even Autotask’s own documentation leaves gaps. It’s unreasonable to expect a software company to understand the nuances of real-world MSP service delivery.
Proper SLA configuration requires mappingat least 11 distinct workflows - each with its own SOPs, metrics, and triggers. Even when owners and service managers agree conceptually on these workflows, applying them correctly inside the PSA is where most teams hit the wall.
Autotask can train you on button-clicks and navigation. But building an operation that hits true Client Expectation SLA targets every time? That takes experience in MSP service delivery - not just software setup.
Until your SLA module mirrors your real workflows, your performance data will be unreliable, and your “great client experience” will remain a myth.
Why #2: MSPs don’t know the client journey from cradle to grave
Most MSPs still operate reactively - tickets come in, they get dumped in a queue, and Techs “just deal with it.” The result? No one actually owns the full client journey from request to resolution.
A typical client request can follow one of 11 possible paths through your system. If you haven’t defined, labeled, or standardized those paths, you’re managing chaos, not service delivery.
That’s why clients call the owner for updates, because no one else on the team can confidently say what’s happening.
To fix this, MSPs must shift from a reactive, break/fix mindset to a proactive, data-driven model.
That means:
- Segmenting requests into defined workflows so your PSA can track and measure them properly.
- Mining historical data to benchmark and improve service metrics.
- Journey mapping every step from “New” to “Complete” to uncover the hidden friction points killing efficiency and satisfaction.
When you understand the true client journey, you stop reacting to problems, and start preventing them.
Why #3: MSPs struggle to hold Techs accountable
Accountability isn’t about being a dictator. It’s about clarity, consistency, and collaboration.
MSPs often avoid holding Techs accountable for three main reasons:
1. They’re billable resources the business depends on.
2. There’s no consistent management rhythm or data to coach from.
3. The tools for visibility (like real-time time entry monitoring) aren’t properly in place.
Take Real-Time Time Entry (R-TTE) as an example. It’s the cornerstone of accurate reporting, but most Techs resist it because they don’t understand why it matters. Without education, coaching, and data-backed accountability, R-TTE never sticks.
And when R-TTE fails, client communication falls apart. Without accurate, timely updates, you’re flying blind, and your clients feel it.
Advanced Live Reportsis the answer here. When customer-facing notifications and updates are Benchmarked, Tracked and Leverage, you create natural accountability loops. Techs follow process because they are empowered to be self-managed, as well as Management has visibility and is watching.
If accountability feels like pulling teeth, it’s not a people problem, it’s a process and visibility problem, and one that Advanced Live Reports can easily resolve.
Why #4: MSPs don’t take time to see thingsfrom the Client’s perspective
Most MSPs are so busy fighting fires internally that they forget to step into the Client’s shoes.
Your Techs think they’re doing a great job because they’re “fixing things fast.” But from the Client’s point of view, the experience often feels inconsistent, impersonal, or just plain frustrating.
You might be proud of your SLA compliance, but the Client doesn’t care if the ticket was paused or put on hold. They care about one thing: When will it be fixed?
That’s why MTTR (Mean Time to Resolve) is the real metric that drives Client satisfaction. If you’re hiding behind internal metrics, you’re missing what really matters.
“Over 50% of customers will switch to a competitor after a single bad experience.”
- Zendesk CX Report
A great Client experience starts when your processes, communications, and metrics all align with what the Client values, not what’s easiest to report internally.
Why #5: MSPs don’t see the value in asking for help
This one runs deep.
Too many MSPs normalize chaos - assuming constant firefighting is just “how MSP life works.” Others drown in data but have no idea what to do with it.
Then there’s pride. Some Owners fear admitting their service delivery operation is broken. Others believe they already “know it all.”
Here’s the hard truth: it takes most MSPs 7-10 years to fully master Autotask on their own. With the right guidance, you can do it in less than a year. The first 10-20% of Operational Improvement can be gained in 8 weeks.
But not just any guidance, you need someone who’s been in the trenches, who understands both the PSAutomationand the business of being an MSP.
Without that kind of expertise, the Owner stays the bottleneck. Growth stalls. Stress compounds. And the Client experience never improves.
“When asked what drives them to switch, 69% of customers reported it was a poor service experience.”
- Customer Thermometer
The Way Forward: Start with a Strategy Call
If you’re tired of firefighting and ready to deliver the Client experience your brand promises, it starts with one simple step, a short strategy call.
No pressure. No pitch deck. Just a real conversation about your systems, your Autotask setup, and the bottlenecks draining your margins.
We’ve done this for hundreds of MSPs, and the results speak for themselves:
“We can’t take any new orders if the kitchen is on fire, but thanks to Advanced Global’s foundational improvements, subIT has never been in a better service delivery place. Best $$ ever spent.”
- Manny Carvajales, subIT
“My work life is a lot easier and insightful thanks to what you implemented. You and your team have earned every reference I can give.”
- Craig Stephenson, Tech II Business Services
Every day you wait is costing you thousands in hidden inefficiency.
Schedule your free strategy call with Steve today.