Whether it’s a sales call or a service ticket, customer follow-up is an essential part of any business. Hearing what the customer has to say about their level of satisfaction with an interaction they have with your MSP is vital. There’s a reason the world’s largest online vendor, Amazon, proudly publishes the out-of-five-star reviews prominently at the top of every product.
But customer follow-up takes time. E-mails need careful writing, and phone calls that should be five minutes can quickly devolve into 30. Given that time is money, a truism that is nowhere more relevant than in the world of small business and MSPs, you should be asking, “What can AI do to increase the efficiency of follow-ups?”
With the news of Microsoft’s AI assistant called “Copilot” coming to offices around the world, the questions of AI usefulness and quality are continually both under the microscope and evolving. AI and LLM (large language models) are certainly part of our working future, but when it comes to showing the customer the care and attention they require, are you ready to let ChatGPT or Copilot take over just yet?
Adam Bielanski, former CEO of Sierra Pacific Group and founder of the newly launched MSP+OS, a consultancy offering data migration, systems optimization and executive coaching for managed services providers, sees a hybrid approach to the use of AI.
“We at MSP+OS see the value in both AI-driven automations and the irreplaceable human touch,” Bielanski says.
“It’s about striking the right balance, ensuring that while we embrace the future of technology, we don’t lose the essence of human connection that forms the basis of trust and long-lasting relationships,” he notes. “I envision a world where AI aids and amplifies human efforts rather than replaces them.”
He adds, “Automating follow-ups after service tickets, sending reminders or even initial lead touchpoints can make operations smoother, but the key is to know when to switch from machine to man.”
When it comes to the bottom line, however, pragmatism often wins out in the world of the business owner. So, if AI really can be as efficient as the makers of ChatGPT Enterprise and Microsoft Copilot boast, how much of a personal touch should you maintain?
Bielanski takes a balanced view on this as well.
“While automating certain processes can lead to cost savings and increased profit margins,” he notes, “it’s vital to understand that customer satisfaction, achieved through personal interactions, can lead to longer-term profitability.”
Bill Stucklen, former CEO of Stack Advisors and new CTO of MSP+OS, takes a similar hybrid approach, mirroring sentiments from the likes of Elon Musk about both the utility of AI and its need for clearly defined boundaries.
“I think every MSP should approach this with a hybrid approach,” Stucklen says.
“AI and LLM are still maturing,” he explains. “For these tools to be able to respond, in an MSP service model, we are still training the tools on limitations and industry-specific guidance. Boundaries like privacy and security need deep scrutinization to ensure these tools can be used safely. Much of this training needs to be developed first.”
Daniel Wang and his team at MSPbots.ai is one of several vendors developing this technology specifically to fit the needs of MSPs.
“We are working on those use cases with large language models and set up our new GPU server in our data center this week to ramp up development of LLM for the service side,” Wang says. “But even the initial results from this are still a few months out.”
“The assisted automation is only growing, and each MSP will find the right mix to help with initial troubleshooting, testing solutions and simulating outcomes, all while having AI analyze the results,” Stucklen notes. “However, the biggest need right now is for every MSP to have an established AI policy,” he adds. “This policy should be clear, easily communicated and provide guidance on how to use AI and when not to use AI.”
