Why Customer Outcome is the New North Star for MSPs

In my mastermind groups, Facebook groups and yea even in Reddit, the talk is all about how sales have gotten more difficult. It’s taking more time to sell a new customer on the same old MSP thing plus security. Why is that? In the rapidly evolving world of managed services, the conversation around customer experience has matured. Today, leading MSPs are shifting their focus beyond customer service and customer success to a more impactful metric: customer outcome. But what does this mean in practice, and why is it so critical for the future of your MSP business?

A Necessary Evolution

Historically, MSPs have prided themselves on delivering excellent customer service—quick response times, friendly support, and reliable uptime. We’re fast and there when you need us, has been the core of the message. Over time, the industry began to talk about “customer success,” emphasizing proactive engagement and helping clients achieve their goals but the majority of MSPs still didn’t listen. Instead, they focused on the tech and the tools. Now, the conversation is advancing again, with customer outcome taking center stage1.

Customer outcome is about delivering measurable business results for your clients. It’s not enough to keep their systems running; you need to help them solve real business challenges, improve morale, reduce turnover, and enhance productivity. This outcome-oriented mindset is what sets modern MSPs apart1. What is your client trying to accomplish in their business? What are they trying to improve? How can you join that effort? These are the questions, the MSP should be asking their clients.

Business Conversations Over Technical Jargon

I know that you’ve heard this before. Stop talking tech. One of the key takeaways from our latest podcast discussion is the importance of leading with business conversations, not technical ones and that includes security. Most executives aren’t interested in “speeds and feeds”—they want to know how technology investments will impact their bottom line, their people, and their growth trajectory1. Essentially how it helps them meet their goals.

When you approach a client meeting, come prepared to talk about their business: Where are they headed? What challenges are holding them back? How can technology remove barriers and drive better outcomes? By focusing on these questions, you position yourself as a strategic partner, not just a vendor. Vendors provide a limited service and are disposable and interchangeable. Departments aren’t. Strive to become the IT department not the IT vendor.

Meet Clients Where They Are

Another critical element in achieving positive customer outcomes is communication. Too often, MSPs inadvertently create friction by forcing clients to use specific communication channels. Instead, let customers reach out in the way that’s most comfortable for them—whether that’s email, phone, Teams, or even text. This flexibility not only improves the customer experience but also ensures you get the best information to solve their problems efficiently.

Think as an internal department, not as an external vendor. How does your client interact with other departments in the company and build your communications around that model. This improves stickiness by building familiarity. You’ll know you’ve got it right when you start hearing feedback, like “you’re so easy to work with”. Your perceived responsiveness will go up naturally because the friction between how they normally work with co-workers and how they work with you are the same.

Productivity Gains: The Ultimate Outcome

Change can be hard for clients, especially when it disrupts established workflows. But by focusing on the long-term productivity gains that technology projects can deliver, you help clients see beyond the short-term pain. Frame your projects in terms of outcomes: Will this help them do more with less? Will it free up staff for higher-value work? In general, these are the results that matter to business leaders, but do they matter the leaders of your specific client? Find out and make this information key to setting your KPI’s for this client.

Identifying the Right Clients

Not every client is a fit for an outcome-focused MSP. It’s essential to identify customers who see technology as a critical component of their business success. During initial meetings, assess their mindset. Are they investing in modern systems, or are they still running on outdated hardware and legacy applications? If a prospect doesn’t value technology, they’re unlikely to appreciate or benefit from your outcome-driven approach.

If they want a tech then let them hire one, but if they want positive outcomes for their business let them hire you.

Listen More Than You Talk

A practical tip for sales meetings: let the customer do most of the talking—ideally, at least 60% of the conversation. Your job is to ask insightful questions, listen carefully, and learn about the client’s business processes and pain points. A great tactic is to ask for a tour of their operations, whether it’s a manufacturing floor or a law office. This not only builds rapport but also gives you invaluable insight into how their business really works.

Don’t let them sideline you into technical talk. Don’t visit the server room, don’t ask about the operating systems or the age of the computers. Only talk about their business and goals for improving it.

Make Customer Outcome Your Guiding Principle

If you don’t adopt a business first approach, then AI might just eat your lunch in the coming years. As MSPs, our value is measured not by the tickets we close, but by the business outcomes we deliver. By focusing on real results—improved productivity, happier employees, and tangible business growth—you’ll build deeper relationships and a stronger, more resilient business.

Ready to make customer outcome your new North Star? Start by having better business conversations, removing communication barriers, and focusing your efforts on clients who truly value what technology can do for them.

Need some help getting there? Consider joining one of our Mastermind Groups and develop the trusted business friends you need to succeed.

For more insights and strategies on running a modern MSP, visit ThirdTier.net and follow Amy Babinchak, Microsoft MVP, for practical advice from the front lines of IT services.