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Client reporting—the practice of sending reports about important activities and key performance indicators (KPIs) to clients to help build transparency and trust. For managed service providers (MSPs), generating reports for clients is an important part of managing client relationships. With a well-made report, MSPs can show exactly how they are (or aren’t) meeting their service level agreements (SLAs).


However, manually assembling these reports can be a big time sink for MSPs—especially when there are a lot of relevant metrics and activities that need to be tracked. Automated client reporting tools, such as BrightGauge’s reporting feature, can be a massive time-saver and transform the client reporting process.


How automation is transforming the reporting process


Think of the classic client reporting solution—the old Excel (or some other spreadsheet software) sheet with a bunch of numbers or a Word doc template with a bunch of spots for key data points. The issue with this is that entering the data that populates this sheet is a manual process. It takes someone significant time and effort to:

  • Track down all of the necessary information;

  • Copy said information into the right spots of the spreadsheet/report; and

  • Review the document to make sure everything is correct and nothing is missing.

In addition to being time-consuming, doing everything manually may result in important information being missed or entered incorrectly—which is less than ideal when sharing a report with clients.


Client reporting software and automation solutions are changing things by making the process of generating reports less time-consuming and more consistent. Instead of having to enter data manually, report automation solutions like BrightGauge allow users to connect a few data feeds to automatically populate a customized report—then send that report on a set schedule as needed.


Now, instead of having to spend hours poring over different data sources, MSPs can set up a bit of reporting automation and not have to think about it again—unless there’s a change in the metrics the client needs to see.


7 best practices for using automation in your client reporting


While report automation can be a big boon for transparency and improving customer satisfaction, it’s important to use that automation the right way. Here are a few tips for getting the most out of reporting automation:

  • Identify the data that’s most important to the client getting the report. MSPs have limited time—but so do their clients. Sending an automated report that’s chock full of all kinds of data sounds impressive, but if that information isn’t valuable to the client, then it’s a waste of their time to read it. So, it’s important to consider which data points are of the most interest to the client in question, and to customize the report so that only that information is presented to them.

  • Add a data dashboard to the report. Creating a report format with a kind of KPI dashboard-like appearance that puts all of the most valuable information on a single page can be really helpful. How? It makes important data points more digestible and accessible in the report. Instead of digging through several pages of information, the data about the client’s biggest concerns can be presented front and center—which many clients will appreciate.

  • Share the good and the bad. It might be tempting to alter which form fields are in a client report to highlight the successes and downplay shortcomings. However, this doesn’t build transparency. It’s important to share the good and the bad with clients in the report so they can see that nothing is being hidden. Then, on calls with clients, it may help to address the potential reasons for the shortcomings and identify ways to improve results for the next report.

  • Identify all of the key stakeholders in the client’s organization. Who is responsible for what in the client’s organization? Are reports reaching all of the right stakeholders to keep important people in the loop? Get a list of all the key stakeholders that need to see the reports being generated and ensure that they’re all on the email list for the automated report send.

  • Consider customizing client reports for different stakeholders. Not every stakeholder in an organization cares about the same things. Some may need to know about different things as part of their job. So, creating variations of the client report template for different departments and stakeholders can do a lot to improve communication. Some stakeholders may really appreciate getting a customized report—even if sending it costs no extra time or effort at all after the first one!

  • Periodically revise the KPIs in the report. Client needs may change over time. For example, if a major client goal was to “Generate X Leads” in Q1 and they met that goal, then in Q2, the goal might shift to “Close X Deals” instead. As clients meet goals or start new initiatives, the KPIs they need to track may change. Revising your client reporting software’s settings so that they are consistently presented with the KPIs they currently need to know is important for keeping clients happy and informed.

  • Verify the best time to send reports. When is the most convenient time for a report to hit a client’s inbox? Taking the time to ask clients when they prefer to receive their reports can be a great way to earn some appreciation and make things easier on the client.

These are just a few best practices for using reporting automation to share important business KPIs with clients. For more information about using report automation tools, KPIs, and data dashboards, check out the Best Practices blog.

Experience greater client success through BrightGauge’s client reporting tools


Need a client reporting solution that you can use to easily automate your client reports so you can save time and headaches? BrightGauge’s client reporting tools are here for you!


With BrightGauge, you can easily modify your client report templates and set up customized reports for different clients or even different stakeholders within the same organization. The automated report can pull data from multiple data sources and collate them all into an easy-to-read format for your clients to peruse.


Select what data you want to share, organize it how you want, and pick out how often the report should be sent—then kick back and relax as BrightGauge’s software takes over.


Are you ready for a simple and effective client reporting solution? Then reach out to the BrightGauge team today!

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