Clear, effective communication remains one of the most critical — and often underdeveloped — skills in the Managed Service Provider (MSP) space. On a recent episode of the Joey Pinz Discipline Conversations podcast, Wayne Creamer, founder and CEO of Symoda, shared actionable guidance on how MSPs can elevate their client communication. Drawing from years of experience leading a successful MSP and developing a communications platform built for the industry, Creamer’s insights are highly relevant to providers looking to improve transparency, retention, and client trust.
Here are six ways MSPs can strengthen how they communicate with clients, based on Creamer’s experience.
1. Communicate Frequently — Not Just When Something Breaks
Wayne emphasizes that communication should be ongoing, not reactive. Clients don’t just want to hear from their provider when something goes wrong. MSPs who implement regular check-ins, progress reports, or even brief monthly updates demonstrate professionalism and care, reinforcing long-term trust.
2. Centralize Conversations to Avoid Drop-Offs
Scattered email threads and ad-hoc calls often lead to missed details and unmet expectations. Creamer recommends centralizing communications through purpose-built platforms like Symoda. These tools not only streamline messaging but also ensure every request, update, or response is tracked — protecting both the MSP and the client.
3. Practice Active Listening to Get to the Root of Client Needs
Too often, MSPs are quick to solve the technical problem without fully understanding the business context. Active listening — repeating back what you heard, asking follow-ups, and showing empathy — helps MSPs uncover the true need behind the ticket. This leads to stronger relationships and better solutions.
4. Educate Clients to Build Confidence
Instead of keeping technical language to yourself, consider educating your clients at the right level. When clients understand the “why” behind your recommendations, they’re more likely to approve proactive upgrades and appreciate your value. Creamer advocates for simple explanations and visual tools to make education part of the service experience.
5. Set Clear Expectations and Follow Through
Many communication breakdowns stem from misaligned expectations. MSPs should be clear about timelines, scope, and what clients can expect from the process — especially when onboarding or deploying new tools. Delivering on what you promise, and clearly stating what you won’t do, prevents future frustration.
6. Ask for Feedback — Then Act on It
The best MSPs don’t assume their communication style is working — they ask. Regular feedback loops, like post-ticket surveys or quarterly reviews, show that you value client input. More importantly, acting on that feedback allows your team to adapt and continuously improve.
Wayne Creamer’s insights are a timely reminder that strong communication isn’t just a soft skill — it’s a competitive advantage. For MSPs looking to improve service delivery and retain clients in a crowded market, communication is a lever you can optimize starting today.
