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In the world of IT, “keeping the lights on” isn’t enough anymore.
In order for your business as a managed service provider (MSP) to thrive, clients need to see the value you bring, especially when it comes to their IT health and security.
But let’s be honest, nobody wants to go through pages of technical jargon and raw data. That’s where the magic of automated reporting comes in. It’s about transforming data into a clear, compelling story that builds trust and showcases your expertise.
This isn’t about ticking a box; it’s about helping your clients to understand their IT and make informed decisions.
Stepping Into Your Client’s Shoes: What Are Their Real Concerns?
Before you even think about metrics or fancy dashboards, take a moment to understand your client’s perspective.
What keeps them up at night?
Their concerns often boil down to these key questions:
- Security: “Am I protected? Are my systems and data safe from the ever-evolving threat landscape?”
- Performance: “Is everything running smoothly? Are there any hidden issues affecting my productivity and bottom line?”
- Compliance: “Am I meeting all the necessary regulations and standards in my industry?”
- Value: “Am I getting the most out of my IT investment? Is my IT provider truly adding value?”
Your reports should directly address these concerns, and should be focused on the tangible business impact of your IT services.
Metrics That Matter
In 2025, forget generic “security metrics.” Instead, focus on concrete data points that tell a story of proactive IT management.
Here are some examples, including why they matter, potential sources, and the latest insights:
Mean Time to Remediate (MTTR)
This measures how quickly you resolve security incidents.
Why does it matter: Faster remediation minimizes damage and downtime.
Source: Your SIEM or incident tracking system. Aim for continuous improvement in your MTTR.
While industry averages vary, a report by IBM Security found that the average time to identify and contain a breach in 2024 was 277 days! By showcasing a significantly lower MTTR, you demonstrate your superior incident response capabilities.
Phishing Click-Through Rate
This tracks how susceptible your client’s employees are to phishing attacks.
Why it matters: A lower click-through rate means stronger security awareness and reduced risk.
Source: A phishing simulation platform. This could be a commercially available security tool you acquire, or a program you manage through “free” email solutions. According to the 2024 Verizon Data Breach Investigations Report (DBIR), phishing continues to be a primary attack vector.
Successful Backup and Recovery Tests
Don’t just report on backup success rates; demonstrate that you can actually recover data.
Why it matters: Provides concrete evidence of your disaster recovery capabilities.
Source: Your backup and recovery documentation. Regularly test your recovery processes and include the results in your reports.
Application Performance Monitoring (APM)
Track the performance of critical business applications.
Why it matters: Identifies and addresses performance bottlenecks that impact productivity.
Source: APM tools. Focus on metrics like response times, error rates, and resource utilization. Correlate this data with business outcomes. For example, “Improved application response times by 15%, leading to a 5% increase in online sales.”
Uptime and Downtime
Report on system uptime and any downtime incidents, including root cause analysis.
Why it matters: It shows your services are reliable and that you care about reducing disruptions.
Source: Your monitoring tools. Calculate your client’s downtime costs. Then, show the savings from your proactive management.
Why Choosing the Right Tools Is Necessary
The right tools are essential for efficient and effective automated reporting. Consider these factors when making your selection:
- Integration: Can the tools easily connect with your RMM, SIEM, cloud monitoring platforms, and other systems? This helps prevent data silos.
- Customization: Can you tailor reports to each client’s unique needs and technical understanding?
- Automation: Can you schedule report generation and delivery, freeing up your team for more strategic work?
- Reporting: Does the tool provide clear and interactive dashboards? Do the visualizations help make data easy to understand?
- Alerting: Does it provide real-time alerts for critical issues, enabling proactive response and remediation?
Best Practices to Overcome Reporting Challenges:
Include an Executive Summary
Start with a concise, jargon-free summary of key findings and recommendations.
For example, “This month’s report shows a strong security posture. All critical vulnerabilities were addressed quickly. We recommend implementing multi-factor authentication to further enhance security against evolving threats.”
Focus on Visual Storytelling
Use charts, graphs, and other visuals to bring data to life and highlight key trends.
For example, a line graph shows how the phishing click-through rate dropped after security awareness training.
Lead with Actionable Insights
Don’t just present data; explain what it means and recommend specific actions.
For example, “Based on the scan, we suggest focusing on patching (specific system). It has a high-risk rating and is exposed to the internet. This will mitigate the risk of an xyz threat.”
Remember Client-Specific Context
Tailor reports to the client’s industry, business goals, and technical understanding.
For example: For a healthcare client, emphasize HIPAA compliance metrics and the importance of data privacy.
Building Stronger Client Relationships
Automated reports are a powerful tool, but they’re not a replacement for human connection. Use the reports as a starting point for meaningful conversations with your clients.
- Schedule regular reviews: Meet often to discuss reports, answer questions, and offer advice.
- Explain the “why”: Share not only the data but also its meaning. Show how your services reduce risks and create value.
- Be a trusted advisor: Don’t just show your technical skills. Provide strategic advice that helps clients reach their business goals.
2025 MSP Report: Data From SME Clients
Read on to learn how small to medium-sized enterprises (SMEs) feel about their MSPs, why they invest in them, how they want to grow with them, and why they leave.
Automated reporting is more than just a technical tool; it’s a strategic asset for MSPs.
Automating security, compliance, and performance reporting gives clients clear, actionable insights. This builds trust and shows the value of your services.
This proactive approach boosts your reputation. It also helps clients make smart choices about their IT infrastructure.
Discover how JumpCloud’s all-in-one platform automates IT health and security insights. This automation helps you gain a competitive edge and build trust with clients. You can sign up for a free trial of the platform or connect with a JumpCloud expert today.
