Why Better Support Matters: Reflections on Our Conversation with Thread

At Helpt, we love talking shop with people who are shaping the future of IT support. That’s why we were thrilled to have Bobby Jacobs, Head of Growth at Thread, join us on The Cool Kids Table Podcast.

For some context: Thread is an AI-powered service desk built for Managed Service Providers (MSPs). Their focus is on using automation and intelligence to help MSPs deliver faster, smarter support without drowning in tickets. Meanwhile, we provide MSPs with technical live answering and structured troubleshooting through 24x7, US-based technicians who operate as a seamless extension of your team.

On the surface, Helpt and Thread may look like we’re approaching support from different angles. But our conversation with Bobby highlighted how complementary those approaches can be. Thread focuses on using AI to streamline and automate workflows, while Helpt brings the human-powered coverage MSPs need to deliver empathetic, always-available support. Together, these perspectives point toward the same goal: raising the standard of technical support and customer experience for MSPs and their clients.

The Problem With “Business as Usual” Support

The traditional approach to IT support has barely changed in decades. End users open tickets, sit in queues, and often feel like they’re being passed around until someone finally lands on the right answer. It’s frustrating for them and exhausting for the technicians on the other end.

Meanwhile, customer expectations have shifted dramatically. Years ago, people might have been willing to wait hours, or even days, for their issues to be resolved. Not anymore. Thanks to the instant gratification they get from apps, online shopping, and streaming services, patience has worn thin.

Here’s the reality:

• Speed is everything. People expect IT issues to be resolved quickly, no matter the day or hour.

• Personalization matters. No one wants to feel like Ticket #34892 in a faceless system.

• Empathy is essential. Tech issues aren’t just inconveniences, they can stop someone from doing their job.

If MSPs want to thrive, they can’t rely on outdated methods. They need to rethink the help desk from the ground up. Here are a handful of principles every MSP should adopt when it comes to building a support strategy that actually works in 2025 and beyond.

1. Speed Matters More Than Ever

Think about the last time you had a tech problem outside of “normal business hours.” Maybe your laptop crashed at 10 PM before a big presentation, or your VPN stopped working on a Sunday. Did the issue care that it was the weekend? Nope.

Tech issues don’t keep office hours. Neither should your support.

That’s why 24x7x365 coverage is no longer optional. End clients expect it. And when you deliver it, you’re not just solving problems, you’re building trust.

But it’s not only about being available. It’s about getting the user to the right person, quickly. That might mean an AI system smartly routing tickets, or an outsourced help desk partner who can triage and escalate efficiently. The point is: users shouldn’t feel like they’re wandering through a maze.

And if they do? They’ll leave.

PwC found that 1 in 3 customers will leave a brand they love after just one bad experience, while 92% would completely abandon a company after two or three negative interactions.

2. Support Needs a Human Touch

AI can be powerful, but it can’t replace human connection. End clients want to feel heard, not brushed off by a script. That’s where personalization and empathy come in.

Imagine this: an employee at one of your client companies is locked out of their system. On paper, it’s a “password reset.” Simple, right? But if it’s the third time this has happened, and the issue is causing them to miss deadlines, what they need isn’t just a fix. They need someone to acknowledge their frustration and reassure them.

That’s why context is so important. When your help desk knows who the user is, what their role is, and what issues they’ve faced before, the interaction goes from transactional to meaningful.

At Helpt, we see this play out every day. When our technicians bring empathy into a conversation, users walk away not just satisfied, but genuinely appreciative. That’s the kind of experience that builds loyalty.

3. Make Support Proactive, Not Reactive

One of the most exciting shifts happening in the support world is the move from reactive firefighting to proactive service. Every ticket you resolve shouldn’t just be “done and dusted.” It should be feeding knowledge back into your organization.

That knowledge might take the form of:

• A new knowledge base article

• Insights to bring to your next QBR with a client

• Patterns that suggest it’s time to invest in new tools or training

When you start treating tickets as opportunities to learn, you elevate your entire service offering.

4. Scaling Headcount Isn’t the Only Answer

When MSPs feel overwhelmed by tickets, the knee-jerk reaction is often: “let’s hire more people.” But anyone who’s been through that process knows it’s expensive, time-consuming, and often unsustainable.

The smarter move? Rethink the system itself.

AI tools like Thread can automate repetitive tasks and surface insights. A vendor partner like Helpt can absorb the overflow, handling triage and resolution without adding payroll overhead. Regardless of which solution is best for you, you can create a support model that scales without breaking the bank.

The real win is creating systems that empower agents, not overload them. That means giving your in-house talent the time and space to focus on complex projects and high-value work, rather than drowning in password resets.

For Cage Data, that’s looked like:

• Onboarding 10 new clients, including those that have never had IT teams

• Walking through major transitions with current clients

• Placing more emphasis on land-and-expand opportunities with current clients

• Spending strategic time with clients’ executive teams

• Increasing training exercises for clients’ entire teams 

5. Security and Privacy Can’t Be Compromised

Of course, none of this matters if support isn’t secure. Clients trust you with sensitive systems and data. It’s your job to make sure that trust is never broken.

That’s why any solution, AI-driven, a vendor partner, or a hybrid approach, must be built with compliance, privacy, and security at its core. At Helpt, we bake in safeguards across all three pillars: security, availability, and confidentiality. Our 24x7 team protects against unauthorized access, ensures systems stay operational, and keeps sensitive client data protected. In other words, you get scalable support that’s fully embedded into your team, but also rock-solid in its protections.

6. Free Up Talent for Meaningful Work

We hear this from MSP leaders all the time: My team is stretched thin. They’re smart, talented people, but they’re stuck answering repetitive tickets all day.

That’s not only frustrating; it’s a waste of potential.

By offloading repetitive support tasks or using AI to automate them, MSPs can free their internal teams to focus on the work that drives real business impact: system architecture, client strategy, security improvements, and innovation.

As Helpt’s co-founder, David Sohn, so succinctly put it, “Helpt and our services are like [a] screen protector. We’re on the frontline, absorbing the bumps, scratches, and day-to-day wear of supporting end users so our clients’ core operations stay protected and running smoothly.” Together, your best people can do their best work.

Where Helpt and Thread Align

While Helpt and Thread may have different methods, our philosophies align.

Both of us believe support should:

• Always be on  

• Feel personal and empathetic

• Use context to drive better outcomes

• Empower MSP teams instead of overwhelm them

• Feed knowledge back into the system for future improvements

It’s not about whether you use AI, vendors, or a mix of both. It’s about creating a support experience that matches today’s expectations and tomorrow’s challenges.

The Future of Support is Hybrid

Looking ahead, we see a world where MSP support is neither fully automated nor fully human. It's a hybrid. AI empowers teams with context and insights. Human technicians bring empathy, problem-solving, and personalization to the table.

It’s not about replacing people with machines. It’s about empowering people with smarter systems.

That’s why conversations like the one we had with Bobby are so valuable. They remind us that innovation in this space isn’t about competing approaches. It’s about collaboration toward a better experience for everyone.

Ready to Level Up Your Help Desk?

At Helpt, we deliver 24x7, US-based IT support that scales with your MSP. Whether you’re looking for call answering, Level 1 coverage, or a fully embedded technical team, our agents operate as a seamless extension of your team.

Allow us to handle the tickets, triage, and escalations, so your team can focus on the work that moves your business forward.

Buy back your time with Helpt.

About the Author

Alyssa Reed

Content Writer 

After establishing her foundational skills as a content writer and marketing professional while working for small businesses and non-profits, Alyssa began working within the IT industry. Since then, she has specialized in crafting content for B2B marketing strategies for Managed Service Providers, as well as help desk and cybersecurity service providers. With a background in Journalism, she especially enjoys the social aspect that comes with being a writer. Whether it's interviewing a customer about a recent win for a case study or chatting with a coworker about their area of expertise for a slick sheet, it excites her that those stories can inspire action, add value, and increase trust.