MSP Day 2022: The Customer Journey as a Guide Out of Process Chaos

The Customer Journey as a Guide for MSPs

The customer journey describes the entire experience a customer has with a service provider—from the first interaction to long-term collaboration. This concept is not new. As early as the late 19th century, the Austrian advertising expert Alois Aida developed the AIDA model, which divided the sales process into different phases. Over time, this idea has evolved and is now widely applied in service management.

For MSPs, the customer journey is about more than just delivering services. It’s about understanding how customers perceive those services. A successful MSP doesn’t just ensure that everything runs smoothly—it also makes the customer feel well-supported throughout the entire engagement.

Key Phases of the Customer Journey for MSPs

The customer journey is divided into several phases, each requiring specific strategies to effectively guide and support the customer.

1. Discovery – Finding and Attracting Customers

Before a service provider and a potential customer even interact, the customer journey has already begun. Businesses search for suitable providers, compare offerings, and evaluate potential partners. MSPs need to be strategic about where they want to be discovered—whether through trade shows, webinars, industry articles, or targeted marketing campaigns.

2. Engagement – Building Trust

The first direct interaction between a customer and an MSP is crucial. Customers form an initial impression of whether the provider is a good fit. Clear communication, tailored proposals, and transparent service offerings are essential in this phase.

3. Offer – Aligning Expectations and Requirements

This phase involves defining the customer’s needs and creating a well-suited service offering. Instead of simply presenting available services, MSPs should demonstrate how their solutions address specific challenges. A structured due diligence process—examining existing IT systems, contracts, and user requirements—ensures a smooth transition.

4. Onboarding – Ensuring a Seamless Transition

Onboarding is a critical phase where the actual service implementation takes place. This may involve data migration, system setup, or user training. Errors at this stage can lead to long-term dissatisfaction. A well-structured onboarding process ensures that customers experience the full benefits of the service from day one.

5. Co-Creation – Continuous Improvement and Collaboration

A service relationship doesn’t end with implementation; it evolves through continuous collaboration. Regular check-ins, feedback loops, and service optimizations ensure that the MSP remains a valuable partner in the long run.

6. Tracking & Optimization – Measuring and Enhancing Performance

To meet agreed Service Level Agreements (SLAs), MSPs must conduct regular performance evaluations and reporting. These insights not only help track compliance but also identify areas for improvement and innovation.

How ITIL 4 Integrates the Customer Journey

The ITIL 4 framework recognizes the importance of the customer journey and incorporates it into its Service Value System (SVS). Rather than focusing solely on individual processes, ITIL 4 emphasizes end-to-end value creation.

A crucial concept in ITIL 4 is Value Streams, which connect various processes to create a seamless experience. Instead of treating processes in isolation, this approach ensures that everything works together to deliver real value to the customer.

Standardizing Processes for Greater Efficiency

One of the biggest challenges for MSPs is process chaos. Too many custom workflows lead to inefficiencies and high costs. The solution lies in standardization and automation, while still maintaining flexibility.

Examples of standardized processes in the Customer Journey:

• Due Diligence in the Offer Phase: A structured analysis of existing systems and contracts prevents misunderstandings and ensures a tailored service.
• Defined Steps for Onboarding: From data migration to user integration, everything should follow a clear plan.
• Regular Service Reviews: Customers should have ongoing opportunities to provide feedback and request adjustments.

A structured approach not only reduces operational effort for the MSP but also significantly improves customer experience.

‍Perspective Shift: Customer vs. User

‍A key aspect often overlooked is the difference between the customer and the user. The customer is usually the decision-maker who signs the contract, but the end users are the ones who interact with the service daily.Example:An IT manager decides to implement a new cloud service, but the employees in the company are the ones using it every day. If these users don’t receive adequate support and training, dissatisfaction can arise—even if the service itself is technically flawless.MSPs should consider not only the decision-makers but also the end users in their customer journey planning, ensuring proper support and training to enhance overall satisfaction.

‍Active Customer Journey Management vs. Passive Reaction

‍The customer journey is not a passive process—it must be actively shaped. MSPs who proactively manage each phase can not only optimize their internal workflows but also significantly improve customer satisfaction.The key to success lies in:
Clear structures and repeatable processes
A continuous focus on customer and user needs
Efficient resource allocation to maximize value

‍By taking control of the customer journey, MSPs can refine their services, enhance customer loyalty, and strengthen their market position.Instead of simply reacting to customer needs, successful MSPs actively design their customer journey to create the best possible experience.