Let’s get something out of the way: “customer experience” isn’t just another feel-good buzzword. It’s the difference between being the kind of VoIP reseller people recommend… and the one they ghost after a trial run.
I’ve worked with enough MSPs to know most of us aren’t salespeople by trade. We’re helpers, problem-solvers, solution architects. And that’s exactly why you’re built to crush customer experience—if you lean into it.
“Stop selling and start helping.”
That Zig Ziglar quote has been tattooed on my brain since day one. And it’s how I think every MSP should approach what they do. You’re not just selling a VoIP platform—you’re building an experience. One that keeps customers coming back, paying more, and sending referrals your way.
So, let’s talk about how to make that experience unforgettable.
When I say “customer experience,” I don’t just mean being nice on the phone. I’m talking about everything: from how intuitive your billing is, to how fast you resolve issues, to whether your clients feel confident recommending you to their peers.
Customer experience is:
The reason your churn rate drops.
The thing that keeps referrals coming in.
The fuel for long-term, high-value relationships.
And here’s the good news—you already have the tools to do this right inside RingOS. You just have to use them intentionally.
Let me tell you about some of my favorite underused features that can seriously level up the customer experience.
This isn’t just for call centers.
“I don’t like the word ‘call center,’” I told our partners in the webinar. “Most SMBs don’t think of themselves that way. But if you’re tracking inbound call flow? That’s exactly what you’re doing.”
Here’s the thing—plumbers with vinyl-wrapped vans need call tracking. Small law firms with front desk staff need call tracking. Anyone who markets their phone number should care about what happens after the call comes in.
RingOS has scopes for this:
Agent scope lets users log in/out of queues, categorize calls, and view their call activity.
Supervisor scope unlocks real-time stats, agent status reports, and the ability to coach based on performance.
One partner, Carl, nailed it during the call:
“We started slowly educating our clients about call tracking. Eventually, they started asking for it.”
That’s the magic of customer experience—you offer something valuable, and your customers start to see you differently.
If you’re not using cradle-to-the-grave reporting yet, stop what you’re doing and try it.
I’ll be honest: “I don’t know how to read a SIP log, nor do I ever want to.” But this feature? It turns SIP spaghetti into clear, actionable visuals. You can literally see everything that happened during a call—from when it hit the auto attendant to when it dropped.
That means no more guesswork when someone says, “Your system dropped my call.” You’ve got proof—and peace of mind.
Want to train new techs without throwing them to the wolves? Or step in when a call’s going sideways?
Ask us to turn on Listen, Whisper, Barge.
“It’s free,” I told the group. “We just don’t enable it by default because it’s powerful. But if you want to coach your team in real-time or take over a tough call? This is how.”
I’m so excited about two upcoming features that are going to make MSPs look like CX superheroes:
Sentiment Analysis: “Even if it doesn’t catch every word perfectly, it knows when someone’s unhappy. I tested it with fake angry tones, and sure enough, the dashboard lit up red.”
Helios Omni-Channel Integration: Think email, SMS, chat, and socials—all in one inbox. “This is going to be a game-changer for your SMB clients who live on Instagram and Facebook but don’t have time to manage them all.”
Here’s what I told the group at the end of the webinar:
“You’re not doing this because you’re bored. You’re doing it to build MRR. And customer experience is how you retain it.”
Want to raise your prices? Provide better experiences.
Want longer contracts and lower churn? Provide better experiences.
Want more referrals? You guessed it—experiences.
Carl said it best: “We realized we had to become stickier to retain our customers.”
That’s what CX is. Stickiness.
When a customer chooses you, they’re not choosing a dial tone. They’re choosing peace of mind. Reliability. Fast answers. Smart integrations. Proactive support.
That’s what people pay for. That’s what they stay for.
So, stop selling features. Start creating moments.
The best MSPs know: when you lead with experience, the tech sells itself.