There’s no question that MSPs and systems integrators are doing the heavy lifting when it comes to cloud voice. Many organisations now rely on a partner to plan, deliver and manage their migration to Microsoft Teams or Webex Calling. These are complex change programmes requiring deep technical skill, integration know-how and organisational fluency.
Yet, once the phones are up and running, the value conversation frequently grinds to a halt. Some clients assume the job is done, and service providers shift focus to the next project. Critically, often no one is measuring whether voice is actually improving business performance, let alone customer experience.
That’s the gap. And for forward-thinking MSPs, it’s also the opportunity.
- Data-Driven Teams: The CX Analytics Engine Every Service Provider Needs
- The CX Differentiator: How Akixi Empowers Service Providers to Win Bigger Deals
Start by Rethinking the Proposition
The days of pitching voice as an infrastructure project are over. Today’s buyers want a more expansive service than a basic dial tone and devices. They want smarter interactions, briefer wait times, and better service outcomes. Whether they realise it or not, they’re looking for a partner who can help them improve how customers and employees experience communication.
Reframing your proposition around customer experience doesn’t mean abandoning your core strengths but building on them. You’ve already earned the technical trust. Now it’s about showing how that trust translates into tangible operational gains.
Data-Driven Insight Is the Missing Link
Most organisations are sitting on a goldmine of call data, from missed calls and long queues to time-to-answer, departmental performance, and the treasure trove that is their CRM. However, very few are doing anything with it. That’s where CX-focused service providers can step in and thrive.
For instance, if an MSP is supporting a logistics company. The Webex Calling setup works fine, but the business has had a spike in delivery complaints. With the proper reporting and CRM integration in place, you might discover their customer service line is missing dozens of late-afternoon calls, from high-value customers, due to shift overlap. These are simple insights with commercial consequences, and they’re buried in call records and CRM platforms.
By helping clients expose these data-rich insights, you elevate yourself from service provider to strategic advisor.
Build Services That Tie Back to Business Outcomes
This is where the conversation evolves. You're no longer just simplifying telephony migration; you’re managing the full-service experience that deliver tangible CX improvement. That could encompass regular CX reports, trend analysis, or even benchmarking data to show how their team is performing against others in their sector.
Unlike traditional telco service providers, most MSPs and SIs don’t tend to package their services around customer outcomes in a formal, tiered model. Rather, value is usually reflected in the scale, complexity and strategic importance of the project or managed service being delivered.
