How Great IT Support Drives Outstanding Customer Experience: ITSX Summit Insights

On 27th February, we attended the ITSX Summit at Dynamic Earth in Edinburgh, where IT leaders and experts gathered to discuss the future of IT service delivery. One key theme that resonated throughout the sessions was clear: customer experience is everything.

Discussions in the breakout sessions reinforced what we've always believed: IT support isn’t just about resolving technical issues, it's about creating positive, seamless experiences for users. Whether it’s reducing time lost in back-and-forth conversations or providing empathetic service, the message was loud and clear: experience trumps service alone.

This blog draws on the insights and expertise shared by attendees at the event, and a huge thank you to everyone whose perspectives helped shape it. It was fantastic to be surrounded by so many thought leaders and experts, all working to elevate IT support and enhance the overall customer experience.

Why Experience is More Important Than Just Service

Many IT service desks focus on resolution times, closed tickets, and meeting SLAs; but does that guarantee a great customer experience? Not always. The real question is: how do people feel when they interact with IT?

1. The "Watermelon Effect"

On paper, IT teams might appear to be hitting all the right targets—tickets closed, issues resolved. But if employees still feel frustrated, ignored, or like they've wasted valuable time battling tech issues, the experience isn’t as great as it seems. This disconnect, where everything looks good on reports but beneath the surface users are unhappy, is known as the "Watermelon Effect." The term comes from the idea that a watermelon looks perfect and green on the outside, but when you cut it open, it’s red and messy inside. Similarly, IT performance metrics may look healthy, but if the user experience isn’t positive, there’s an underlying problem.

The key to solving this? Measure the right things. You need to understand about how people feel before, during, and after their IT interactions. Sentiment analysis is emerging as a game-changer in the industry, with many IT teams using it to track whether users leave the interaction happier than when they began.

2. IT Teams as Customer Service Experts

Traditionally, IT has been viewed as a technical function. But in reality, IT teams are frontline customer service representatives. Empathy, active listening, and clear communication make a huge difference. Many IT service desks are now training their teams in customer service skills, not just troubleshooting. Because let’s face it, nobody wants to deal with a blunt, impersonal response when they’re already frustrated.

3. Time is Everything

Every time an employee is stuck on hold with IT or dealing with a recurring tech issue, their productivity takes a hit. The question isn’t just "Was the issue fixed?" but "How much time did the user lose in the process?" If the answer is "too much," it’s time to rethink how IT operates. Ensuring support is proactive, and that there are self-service options and smarter ticketing systems can help minimise lost time.

The Business Impact of Great IT Support

Good IT support directly impacts business success. Here’s why investing in IT experience pays off:

• Customer retention: 73% of consumers will switch to a competitor after multiple bad experiences. If employees face repeated tech frustrations, they may start looking for a new job too.
• Financial gains: A 5% increase in customer retention can boost profits by up to 25%, showing that keeping people happy is a financial win.
• Employee satisfaction: 41% of employees would switch jobs for better technology. IT issues aren’t just annoying; they affect workplace morale and talent retention.
• Efficiency boost: Employees lose up to 10.5 workdays a year due to minor tech disruptions. That’s a lot of wasted time that could be spent on meaningful work.

How Sunrise is Putting Customer Experience First

We understand that IT support is about more than just fixing issues; it's about creating an experience that’s seamless, proactive, and user-friendly, ensuring our customers' success at every step.

We track and manage all incidents, service requests, problems, and changes within Sunrise ITSM, following ITIL best practices. Every member of our service desk team is ITIL trained and certified, which helps us provide industry-standard support. Whether you prefer to reach us by phone, email, or our self-service portal, we’re always available in the way that suits you best.

Our self-service portal is more than just a place to log issues. It’s a comprehensive resource hub, offering videos and user guides that empower our customers to get the most out of their Sunrise solution.

We don’t just measure service levels; we actively seek feedback after every Incident and Request to ensure we’re continuously improving our services. Our customers consistently rate our service highly, with an average satisfaction score of 97%. Here’s what they have to say:

“Fantastic assistance from your analyst! Not only did he create a document with specific advice related to my request but also assisted with a follow up query, all in a very short space of time.”

“Really good service as always. Fixing this change will save my team loads of time in the long run, so thank you all!”

Find out more about Sunrise IT Service Management here.

How IT Can Elevate Customer Experience

If you’re looking to transform IT support into a driver of customer satisfaction, here are some key steps:

1. Shift from fixing to improving – Don’t just resolve issues; make sure people are learning and benefiting from every interaction.
2. Measure sentiment, not just metrics – Track how users feel after an interaction, not just how quickly tickets are closed.
3. Invest in customer service training – IT support teams should have the same soft skills as frontline customer service teams.
4. Be proactive, not reactive – Regularly check in with users to identify pain points before they become major issues.
5. Use feedback to drive change – Actively gather and apply user feedback to improve IT support continuously.

Final Thoughts

Great IT support isn’t just about fixing problems; it’s about creating a seamless, positive, and productive experience for users. By focusing on sentiment, training IT teams in customer service, and proactively gathering feedback, organisations can turn IT support into a competitive advantage.

Attending the ITSX Summit reinforced just how vital customer experience is in IT support. The event brought together industry leaders to share best practices, discuss new innovations, and highlight the changing expectations of IT users. We’re proud to be part of these conversations and to apply these insights to the service we provide to our customers, as well as our own teams.

At Sunrise, we’re committed to delivering the best possible experience. And with a 97% customer satisfaction score, we know that great IT support makes a difference. Because when people are happy, they’re productive, and that’s a win for everyone.

Ready to transform your IT support and enhance your customer experience? Discover how Sunrise can help you deliver exceptional service that makes a real difference. Get in touch with us today!