EP220 – Improving Service Delivery in your MSP with Michelle Coombs & 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 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. 

Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK 

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Until next time, look after yourself and I’ll catch up with you soon!