Why Customer Experience Is the Most Important Product in Our MSP Stack: A Conversation with Josh Fricovsky

Ask any MSP what sets them apart, and you’ll probably hear about response times, technical skill, or pricing. But for Josh Fricovsky, Engineering Director at Cortavo, the real differentiator is something far less tangible: the customer experience.

Josh recently joined Brandon Garcin on Syncro’s Syncronized podcast to share why CX isn’t just another box to tick. In his view, it’s the product itself, the thing that keeps clients coming back and turns everyday interactions into long‑term partnerships.

Our latest blog post recaps the conversation, where Josh explains how MSPs can move beyond break‑fix work and become true strategic partners. He shares real‑world examples from the episode and shows how proactive value, internal alignment, and a focus on client success can drive long‑term growth. It’s a behind‑the‑scenes look at the thinking that shapes how Cortavo delivers CX every day.

From Quick Fixes to Lasting Partnerships

While many MSPs deliver reliable technical service, Josh challenges providers to go beyond reactive support. In the episode, he talks about creating proactive value in everyday interactions—like helping a client migrate from a 20-year-old file server setup to OneDrive in a single conversation.

"They were using a workaround from years ago, set up by a nephew. In 15 minutes, we showed them a better, more secure way. That’s the kind of experience that sticks."

These moments aren’t about selling more. They’re about understanding pain points and removing friction. That’s what transforms an MSP from a vendor into a partner.

Why Internal Alignment Makes Clients Happier

At Cortavo, Josh sits between engineering, sales, and retention and sees firsthand how internal alignment shapes the client experience.

“When renewal time comes, I don’t want it to feel like a big reveal. We should be showing our value constantly, so that all retention has to do is hand over the paper.”

That mindset ensures every department works toward the same goal: client success. No surprises. No scrambling at QBRs. Just continuous, visible impact.

How Proactive Service Turns Into Year-Over-Year Growth

One of the biggest takeaways from the episode is Josh’s belief in growth through client success. Rather than chasing new logos at all costs, he champions unlocking more value from existing relationships.

“I’ve always said I’m biased—because our best customer base is our existing customer base.”

By focusing on how clients feel after every ticket, every call, and every renewal, MSPs can build the kind of loyalty that leads to year-over-year growth and referrals.

Key Quotes from the Podcast

Throughout the episode, Josh shared insights about what makes great customer experience a true competitive advantage. From tailoring enterprise‑level ideas to fit mid‑market needs to building trust that withstands the occasional misstep, his perspective blends practical wisdom with a clear passion for long‑term client success. Here are a few standout moments from the conversation that capture his approach in his own words.

• “We’re trying to be that blend. We know there are enterprise-level solutions, but a lot of our market is in that mid-market approach. So we try really hard to say, ‘This is an awesome thing you might have heard at a conference, but here’s how we can apply it to you.’”

• “Over time, those things help make up for maybe little slip-ups or mistakes… You never want to be one bad ticket away from losing a customer. The things we are talking about are what can really help build that longer-term trust and relationship.”
• “I’ve always said I’m biased because I feel like our best customer base is our existing customer base. Can I grow the business with our existing customer base by 5 to 10%, to 15 to 20% year over year? If I can, that means I’m doing something right.”
  
  

Watch the Full Episode

Want to hear the full conversation? Watch the episode below to learn how Josh’s approach to CX is helping MSPs deliver more value, keep clients longer, and grow without relying solely on new sales.

Podcast Title: Customer Experience: The Most Important Product in Your MSP Stack
Guest: Josh Fricovsky, Engineering Director at Cortavo
Host: Brandon Garcin, Syncro
Watch it here: https://bit.ly/3ZFG7mw

About Cortavo

Cortavo is a fully managed IT provider offering 24/7 support, on-site services, and a flat-rate, all-inclusive pricing model. We help small and mid-sized businesses stay secure, productive, and stress-free.

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Syncronized is produced by Syncro, the all-in-one PSA, RMM, and remote access platform designed to help MSPs grow efficiently and affordably.