Alberto Francis champions end-user empathy, proactive insights, and monetization at GTIA ChannelCon

“I heart Service Desk.” — Alberto Francis, President & CEO, Black Birch Group

At ChannelCon 2025, hosted by GTIA in Nashville, Alberto Francis of Black Birch Group sat down with Doug Green, Publisher of Technology Reseller News, to deliver a bold and unexpected message: the service desk deserves more love—and attention as a growth driver.

Francis, a self-described “talker” with a background in financial services IT, explained how his passion for human connection led him to build a company centered on crafting customized service desk experiences for MSPs. “It’s the one place users interact with us daily,” said Francis. “It should be loved 24/7.”

According to Francis, the service desk is an untapped source of business intelligence. “Why is it that 20 new user onboardings don’t trigger a conversation about growth?” he asked, citing missed opportunities for MSPs to proactively engage clients on automation, workflow efficiency, and scaling support. He envisions a smarter, more proactive desk that not only solves tickets but flags business trends before they reach the executive suite.

Black Birch Group’s approach is to build desks that deliver “white-glove” experiences with KPI strategies that go beyond vanity metrics. Instead of just measuring closure rates, Francis encourages MSPs to ask, “Are we collecting insights that drive business?”

His message to MSPs at ChannelCon: “Let’s start by talking. If we work together to improve the desk, opportunities will follow.” Francis believes that passion and proactive design can turn the service desk from a cost center into a strategic advantage.

To learn more, visit blackbirchgroup.com