How automation is revolutionising MSP service delivery

As managed service providers (MSPs) face growing demands to deliver high-quality services while managing costs, the pressure to transform their service management processes has never been greater. Digital transformation is no longer optional - it’s vital for survival. Yet, despite best intentions, many MSPs stumble on the path to transformation, plagued by stretched timelines, escalating costs, and resource bottlenecks.

Tools like ServiceNow, ZenDesk, and Salesforce offer the potential to revolutionise operations, enabling automation across workflows such as self-service portals, incident management, and service desks. Yet, many MSPs encounter difficulties in fully realising this potential. Common pitfalls include a lack of internal expertise, reliance on costly external consultants, and limited domain-specific knowledge. These challenges not only drain resources but can also create a cycle of professional service dependency that diverts focus from core business goals.

To navigate these challenges, MSPs must rethink their approach to service management.

Why a shift to a continuous improvement model is essential

Static systems are like outdated machinery - they may still function, but they lack the agility to keep pace with demand. MSPs must embed automation at the core of their service delivery processes to enable faster resolution times, scale operations, and offer more personalised customer experiences. Think of automation as the central nervous system of an MSP - a network of connected processes that allows more rapid response times and operational efficiency.

Continuous improvement models thrive on adaptability, with automation acting as a catalyst for sustainable growth. By introducing automation into workflows, MSPs can streamline time-intensive tasks like ticket management and service desk queries. This not only reduces manual effort but frees up valuable resources to focus on higher-value activities that drive innovation.

Faster resolution times also mean happier clients while personalised experiences foster long-term loyalty. In essence, MSPs that embrace continuous improvement models are not just optimising operations, they are future-proofing their businesses.

Where are MSPs achieving success with automation?

For many MSPs, the journey towards automation begins with addressing pain points in their most resource-intensive processes. One such example is the deployment of self-service portals. These portals empower clients to resolve issues independently, reducing the burden on service desks while improving customer satisfaction. Imagine an MSP that serves hundreds of businesses - with a well-designed self-service portal, simple queries such as password resets, account changes, or service updates are resolved without human intervention. This translates to hours saved each day, allowing teams to focus on more complex and critical tasks.

Another area of success lies in automated incident management to streamline the resolution process and allow MSPs to respond faster and more efficiently to service disruptions. Automation helps reduce the manual workload on service teams, minimises human error, and ensures that critical incidents are prioritised and addressed promptly.

Some MSPs have gone further by introducing AI-powered automation into their operations. AI-driven chatbots, for instance, are now being used to handle routine customer enquiries and escalate issues only when human intervention is necessary. This technology not only improves the client experience but also ensures round-the-clock availability, a key differentiator in a competitive market.

Embracing a culture of innovation

If MSPs are to truly compete in 2025, they must empower teams to embrace new technologies, build a culture of innovation, and challenge existing ways of working. Low-code platforms support this by simplifying the development of automated workflows. Low-code tools place power in the hands of internal teams, encouraging creativity and experimentation. These platforms allow MSPs to design, test, and implement new processes rapidly without requiring advanced technical expertise. The result is a more agile and responsive organisation, capable of adapting to client needs and market changes with speed and precision.

Top tips for MSPs

For MSPs eager to begin their automation journey, it can feel like standing at the foot of a mountain. The key is to start small, focusing on high-impact workflows that offer quick wins and clear returns on investment. To start:

Identify bottlenecks: Begin by evaluating the most time-consuming and repetitive processes in your service management operations. Whether it’s manual ticket triage, delayed escalations, or repetitive data entry, identifying these bottlenecks will allow you to target areas where automation can have an immediate impact.

Adopt a phased approach: Don’t attempt to automate everything at once. Instead, start with a single process or workflow, implement the necessary tools, and measure the outcomes. As confidence grows, gradually expand automation across other areas of the business.

Focus on user experience: Automation should enhance the client experience, not complicate it. Ensure that tools like self-service portals are intuitive, user-friendly, and capable of addressing client needs effectively.

Measure and iterate: Continuous improvement requires regular assessment. Automation is an evolving journey—what works today may need adjustments tomorrow. This means tracking key performance metrics, gathering feedback, and refining processes as needed.

Automation is a pathway to resilience and growth

Automation isn’t just about cost savings - it’s a pathway to delivering better, faster, and more reliable services whilst maintaining a strong competitive advantage.

In the end, automation is more than a technological shift - it’s a strategic enabler of growth, resilience, and operational excellence. For MSPs, the ability to integrate and evolve with service management and workflow tools is pivotal to their survival and success.