MSP Expo Adds Kaseya‑Sponsored Workshop Focused on Customer Experience and Churn Reduction

MSP Expo Adds Kaseya‑Sponsored Workshop Focused on Customer Experience and Churn Reduction

Key Takeaways

• MSP Expo 2026 will feature a new half‑day workshop on February 11 focused on customer experience as a driver of retention.
• Kaseya is sponsoring the session, which promises frameworks, real examples, and immediately applicable CX tactics for MSPs.
• Organizers position customer experience as a core differentiator for MSPs facing competitive and pricing pressure.

Customer experience has become a surprisingly slippery topic for many MSPs. Most leaders agree it matters, of course, but when the day is packed with tickets, escalations, QBR prep, staffing challenges, and the occasional fire drill, CX can start to look like something to optimize “later.” That is part of why MSP Expo’s newest workshop — a half‑day session titled “Reduce Churn By Improving Your Customer Experience” — stands out. It meets MSPs where they are: overloaded, competitive, and trying to keep clients happy without inflating overhead.

The workshop, sponsored by Kaseya, will run February 11, 2026, at the Greater Fort Lauderdale/Broward County Convention Center. It is embedded inside MSP Expo 2026, which stretches February 10–12 as part of the broader ITEXPO #TECHSUPERSHOW. While a logistical detail, the setting provides helpful context — MSP Expo tends to draw a cross‑section of business owners, technical leaders, and channel strategists, so the CX conversation will likely happen alongside broader discussions on profitability and operations.

The premise behind the workshop is straightforward. MSPs are feeling sharper pressure to differentiate on value rather than on rates, quotas, or SLAs. That isn't new, but the competitive tension has tightened. Some providers have added new services; others have leaned heavily on automation; some hope AI will clean up their backlog. Still, organizers argue that the core determinant of retention is the experience clients feel day‑to‑day. Rich Tehrani, CEO of TMC and Conference Chairman of MSP Expo, reinforces that point clearly, noting that MSPs investing in customer experience “not only protect their existing revenue, they unlock new opportunities for growth.”

What is on offer during the workshop leans toward practicality. Attendees will walk through real‑world examples of MSPs that managed to retain high‑risk accounts — accounts many providers would assume were already lost. There is also a focus on early churn signals, a perennial challenge given that many MSPs catch warning signs only after the relationship is already in the red zone. That is where structured early‑indicator frameworks matter. And yes, those frameworks tend to sound deceptively simple until an MSP tries to operationalize them with limited staff.

The agenda goes deeper into customer expectations, communication tactics, and transparency strategies. CX veterans often say transparency builds trust, but in MSP workflows it usually boils down to concrete habits: better ticket summaries, clearer root‑cause explanations, proactive notifications, and removing friction in recurring conversations. The workshop promises to tackle all of that, plus something MSPs frequently appreciate — templates. The goal isn't generic guidance, but repeatable tools teams can adapt immediately.

There is also a segment on how CX improvements tie directly into monthly recurring revenue, margins, and upsell opportunities. It is an area where MSPs sometimes underestimate the connection. A slightly smoother onboarding, for example, can raise long‑term satisfaction. A quarterly review that is less about ticket counts and more about business alignment tends to open new conversations about backup gaps or security posture. None of this is exotic, but execution varies widely across the industry. If anything, that inconsistency is what makes CX such a differentiator.

Kaseya’s role as sponsor fits the theme. The company positions itself as a unified provider of AI‑powered IT management and cybersecurity software through its Kaseya 365 platform. It serves nearly 50,000 MSPs and IT departments worldwide and operates well‑known brands like Datto, IT Glue, Unitrends, and RapidFire Tools. It makes sense for them to anchor a CX‑centric workshop; many MSPs rely on management platforms to streamline operations, and workflow visibility — or the lack of it — is often tied directly to client satisfaction. To confirm the scale of that portfolio, industry watchers typically look to Datto’s and Kaseya’s combined presence in the market, which publications like CRN have covered extensively.

The workshop is included with MSP Expo registration, which may help boost attendance. CX sessions sometimes draw a mix of business‑minded and technical‑minded MSP staff, and that pairing leads to more constructive conversations. One side focuses on client communication; the other sees operational constraints up close. Yet both sides are responsible for the customer experience whether they label it that way or not.

The event itself — MSP Expo — has built a reputation as a hub for MSP owners, technology specialists, and channel leaders. It sits inside the ITEXPO #TECHSUPERSHOW structure, meaning attendees can also wander through co‑located events covering cloud communications, enterprise IT, and cybersecurity. It is not unusual to hear an MSP say they came for the business content but left with a stack of notes about automation or endpoint strategy picked up from another track. That is one of the subtler advantages of this ecosystem approach.

The announcement also reiterates TMC’s wider role in the technology market. Through editorial platforms, events, webinars, advertising, and lead‑generation programs, it positions itself as a marketing and visibility engine for vendors. Their sites collectively generate millions of impressions, and their events carry a strong channel draw. A quick scan of TMC’s homepage makes that claim feel reasonable given the breadth of coverage.

For MSPs weighing whether to attend the CX workshop, the value proposition seems built around immediate usability. If a team can walk out with one or two tactics that reduce friction for a handful of clients, the retention impact tends to compound. And that is where it gets tricky — MSPs rarely suffer from a lack of ideas. They struggle with implementation amid constant operational noise. A session that breaks CX work into concrete, manageable expressions might hit the right timing.

The bigger takeaway is that customer experience is shifting from “soft skill” territory into a measurable operational discipline. MSP Expo is betting that providers are ready to treat it that way.