Your MSP can close every ticket on time and still leave bigger problems unsolved
Recurring issues can drain staff productivity. Underused technology can leave opportunities untapped. And when an MSP focuses only on resolving technical problems, it can miss what’s happening inside the business it supports.
Accounting firms need more than a provider that keeps their systems running. They need a technology partner that understands their priorities, spots opportunities for improvement and helps them make informed technology decisions.
So, what do accounting-firm leaders really expect from their MSPs?
In the Is Tech Driving the Future Firm? MasterClass, Jason Croston, Managing Partner at SRJ Walker Wayland, shares his perspective on that question and what it means for MSPs looking to build stronger client relationships.
Reliable IT Support Is the Starting Point
A ticket marked resolved doesn’t necessarily mean an employee can get back to work.
Accounting firms rely on technology to deliver services, communicate with clients and meet deadlines. When a system fails or an employee loses access to an essential tool, the disruption can quickly affect productivity.
That makes reliable support essential. MSPs need to respond promptly, communicate clearly and take ownership of problems through to resolution.
But there’s another question worth asking: what happens when the same issue keeps coming back?
A service desk might look efficient on paper while employees continue losing time to recurring problems. For accounting firms working against client deadlines, those interruptions can have consequences beyond the IT department.
The challenge is recognising when a ticket is an isolated incident and when it points to something bigger.
When Recurring Tickets Point to a Bigger Problem
What if your service desk keeps solving the same problem without fixing its cause?
Consider an employee who repeatedly contacts the service desk for help with the same process. Each request gets resolved, but the problem returns.
The cause might be a technical fault. It might also be a knowledge gap or a problem with how a tool is used. Treating every request separately can leave the underlying problem untouched.
Jason raises this broader issue in the MasterClass, highlighting how ticket patterns can reveal recurring problems and how much productivity employees lose while waiting for support.
For MSPs, that presents an opportunity to look beyond ticket volumes and resolution times. What do recurring requests reveal about the client’s day-to-day operations? And could addressing the underlying cause make a meaningful difference?
These questions shift the focus from simply completing support tasks to understanding how IT affects the people and processes that keep an accounting firm running.
But understanding the problem is only part of the picture. MSPs also need to understand why it matters to the business.
Understand the Business Behind the Support Request
The same IT problem can be a minor inconvenience for one employee and a serious disruption for an entire team.
An MSP might see a technical request as one of many tasks moving through its service desk. The accounting firm might see an employee who cannot finish a task, a colleague waiting for information or a client deadline getting closer.
Accounting-firm leaders must balance staff capacity, client commitments and deadlines alongside their technology needs. Understanding those pressures helps MSPs see beyond the immediate technical issue.
It also matters when firms consider new technology. A solution might offer impressive features, but that doesn’t make it the right investment. Leaders need to understand the problem they want to solve and whether the expected value justifies the change.
MSPs that understand these business priorities are better placed to contribute to those discussions rather than simply responding once a decision has been made.
Understanding how accounting firms make technology decisions can help MSPs join those conversations earlier.
The same thinking applies to emerging technology. Clients might need help recognising which developments are relevant to their business and which are simply more noise.
Proactive Support Means Finding Value Beyond the Ticket Queue
Clients shouldn’t have to discover every useful technology opportunity on their own.
Accounting-firm leaders understand their businesses. But they don’t have the time to keep up with every new tool, feature or development. MSPs can help by identifying relevant opportunities and explaining where technology could make a practical difference.
In the Is Tech Driving the Future Firm? MasterClass, Jason Croston shares his expectation that his technology partner keeps him informed about emerging developments and works through worthwhile opportunities with him.
That means more than sending product updates or recommending the latest tools. MSPs need to understand each firm’s needs and recognise which opportunities are worth exploring.
Sometimes, the answer is not a new purchase. Jason points to Microsoft’s suite, including Teams and Loop, as examples of tools with capabilities firms may not be using to their full potential.
This raises an important question for MSPs: are their clients getting the most from the technology they already have?
Discover how MSPs can help accounting firms get more from Microsoft 365
Proactive support is not about recommending more technology. It is about understanding what matters to the client and helping them recognise opportunities they might otherwise miss.
Building a Stronger Relationship Starts with Better Questions
MSPs don’t need to launch a new service or introduce a complex strategic programme to strengthen client relationships. They can start by looking more closely at how they support the accounting firms they already serve.
Three areas deserve attention:
- Identify patterns in support requests. Recurring issues may point to underlying technical problems or training needs that deserve a closer look.
- Understand the impact on the business. Consider how technology problems affect employees, workflows and client commitments.
- Make proactive conversations useful. Share relevant insights and help clients recognise opportunities to improve how they use technology.
These areas connect reliable day-to-day support with a deeper understanding of the business. You don’t have to turn every ticket into a strategic discussion. The key is recognising when a problem or opportunity deserves a broader conversation.
For MSPs serving accounting firms, that starts with understanding what firm leaders value in a technology partner and what they expect beyond IT support.
What MSPs Can Learn from Accounting-Firm Leaders
Are you meeting your accounting-firm clients’ expectations or are you only seeing the issues they bring to your service desk?
Understanding what clients expect and how they make decisions about technology can help MSPs build stronger relationships and identify opportunities beyond day-to-day support.
In the Is Tech Driving the Future Firm? MasterClass, Jason Croston, Managing Partner at SRJ Walker Wayland, shares his perspective on technology, business priorities and the role he expects his IT partner to play.
If you already serve accounting firms or want to build relationships with them, the full conversation offers a deeper look at the thinking behind those expectations.
Want to hear directly from an accounting-firm leader?
Request access to the MasterClass recording to explore Jason’s insights and what they could mean for your MSP.