Understanding Customer Frustration with Company Processes: Insights from MSP Mastermind Meeting

In a recent one of our Mastermind meetings, a pressing topic came to the forefront: the growing frustration among customers with company processes, leading them to choose alternative services. After listening to this conversation for a while, I said, “if the customer feels like they are stuck in your process, they will be unhappy“. When is the last time you felt like you were being run through someone’s procedure and enjoyed it?”  The dominance of process in our industry is starting to cause customer retention issues.

I get it. We need to operate within standards for the sake of efficiency. We can be a customer first company and have standards with processes at the same time. We’re smart people. We can do both well.

The Roots of Customer Frustration

Customer frustration often stems from a combination of factors related to company processes. While process is important to a smooth-running business, it has taken on an outsized level of emphasis in the MSP community recently. We need to remember that process is a behind the scenes activity. In restaurant terms, it’s the back of the house. While the front of the house is all about customer service. MSPs are in the service industry, after all. The customer should never be exposed to your processes because processes are operational, not customer facing.

Inefficient communication

When a customer expressed dissatisfaction with my MSPs services, I immediately knew that there had been a communication break-down. I was often heard to say that all business problems are communication problems. I knew that we did a good job. We had just failed to communicate it, and that communication starts with the initial notification that a client needs help. If it was important enough to call, or open a ticket, then it’s important.

Triage is one of those processes that the customer shouldn’t be exposed to. Exposing them to triage is like that cartoon where a person is holding the phone to their ear and the voice on the other end is saying, “please hold until your call is no longer important to you” Every incoming ticket should be met with a phone call back to them. Either your company can help them immediately or you’ll get right back with them. This is the first bit of communication that makes the customer feel acknowledged and their issue important to you. The issue rose to the level of importance to notify you about it and they took the time out of their day to open the ticket, the least you can do is let them know that you care about it too. And this is a case where an automated email reply just doesn’t cut it.

Lack of personalization

In today’s market, personalization is key. Any mega-corp can send out an automated response. Customers want to feel valued and acknowledged as individuals. If you rely on generic responses and fail to tailor services to meet specific needs, customers feel neglected. Personalized interactions can significantly improve customer satisfaction and loyalty.

Staying in your box

It might seem like a good idea to know what services you offer and stick to them. But as an MSP, our customers are looking for assistance and leadership. If they wanted limits they would have chosen a break-fix firm. Of course, you are going to have a known set of services that you deliver to every client but this set shouldn’t be all that you do. We have accounting firms, national copier, and ISPs competing with us now. They only operate in the box of services rendered. They don’t do customer service well (just ask anyone experiencing an ISP issues that isn’t resolved by a reboot of the modem) but smaller regional and local MSPs can be great at customer service. This doesn’t mean that you have to personally deliver every solution and have the answer to every question, but it does mean that you have to use your industry knowledge to guide and advise your client from start of ticket to resolution. They asked for your help. If you find yourself saying “We don’t do that.” then you may as well turn in your MSP card.

The Impact of Customer Frustration

Customer frustration has far-reaching consequences for businesses. It not only affects customer retention rates but also impacts on the overall reputation of the MSP. It might even be the cause of employee turnover.

Decreased customer loyalty

When customers are frustrated, their loyalty diminishes. They are more likely to explore other options that promise better experiences. This churn can significantly reduce the customer base and, consequently, revenue.

Fine word-of-mouth

Unsatisfied customers often share their negative experiences with others. But they also don’t share at all when the service is just adequate. This lack of word-of-mouth can damage the company’s growth potential and deter potential customers from engaging with the business. You have to be better than fine.

Reduced competitive advantage

A company that cannot retain its customers loses its competitive edge. Competitors that offer smoother and more satisfying experiences will attract these discontented customers. Remember that every day your customer receives inbound marketing from your competitors. If your service level faulters, that next email might sound appealing. Keeping your customers away from your processes, making them feel that you care and not turning them away when they ask for help with something that stretches your expertise is a competitive advantage that makes customers stick with you and ignore those ads from competitors.

Conclusion

In conclusion, as an MSP, it’s crucial to go beyond the traditional set of services and provide exceptional customer support, guidance, and leadership. By addressing customer frustrations and striving to resolve their issues with a proactive and knowledgeable approach, you cultivate loyalty, positive word-of-mouth, and a distinct competitive advantage. Embrace the opportunity to assist your clients comprehensively, ensuring they remain satisfied and loyal, even as they are continually targeted by competitors. Your commitment to exceeding customer expectations will not only enhance your reputation but also sustain and grow your business in the long run.