The other day, I caught a bit of Undercover Boss during my lunch break. If you haven’t seen it, the premise is simple: CEOs and business owners go undercover in their own organisations to experience life on the frontlines. What often follows is an eye-opening journey, as these leaders discover challenges, frustrations, and, sometimes, incredible stories of dedication from their employees.
It got me thinking: When was the last time MSP leaders actually sat on the support desk and took calls?
There’s a case to be made that the support team is the beating heart of an MSP. Why? Because everything flows through them:
So yes, the support team is the heart of an MSP. And like any heart, it needs care, attention, and understanding to keep performing at its best.
It’s easy for leaders to lose touch with the day-to-day realities of their teams and clients. As MSPs grow, the demands on leadership shift toward strategy, sales, and operations. But here’s the problem: when you lose sight of what’s happening on the ground, you also lose sight of your people and your clients.
Relying solely on performance metrics can still fail to tell the whole story. Of course, they're a valuable tool, but they only provide a snapshot of what’s happening, not why it’s happening or how it feels to the people experiencing it. Sometimes, the numbers look great on paper, but the reality on the ground is very different. A support team might be hitting SLAs, but are they stretched too thin? Are they cutting corners to meet deadlines? Are clients being told their issues are resolved when, in truth, the underlying problem isn't?
This is why staying connected to the frontline is so important. Metrics are a starting point, but they need to be balanced with qualitative insights to truly understand how your MSP is performing—not just in terms of numbers, but in terms of people, culture, and client experience.
At the end of the day, great service isn’t just about what the reports say—it’s about what your clients feel and what your team experiences. That’s the real story, and it’s one every MSP leader needs to hear.
As part of my daily activities running the UK’s only recruitment agency dedicated purely to MSPs, I speak to a lot of MSP leaders. Whenever I evaluate a potential new client, the first thing I do is call their support line. It’s my way of getting a feel for how they operate at the coalface—where their culture and approach to customer service are most visible.
Unfortunately, a surprising number of my calls either go straight to an answering service or, worse, go unanswered altogether. For me, that’s a concern.
Why? Because your support desk is often the first true reflection of your business—for both clients and employees. It’s where the promises you make to clients meet the reality of day-to-day operations. If that first interaction doesn’t inspire confidence, what does that say about your business?
This is why it’s so important for leaders to stay connected to the frontline. Sitting on the support desk—even for a day—offers valuable insights that metrics alone can’t provide:
You don’t need to go “undercover” to stay in touch with your support team and clients. Here are a few ideas:
MSPs thrive when their support teams are empowered, appreciated, and equipped to deliver exceptional service. And MSP leaders are at their best when they stay connected to the people and clients who make their business tick.
So, when was the last time you sat on the support desk? If it’s been a while, maybe it’s time to grab a headset and reconnect with the beating heart of your MSP. Because at the end of the day, your clients—and your people—deserve a leader who walks the talk.
As an MSP leader, staying connected to your support desk and clients is crucial—but so is building the right team to uphold your standards. We help MSPs hire people who not only solve problems but also strengthen your culture and client relationships. Let’s talk.