Managed Service Providers (MSPs) have long focused on selling Microsoft 365, Azure, and basic IT services, often treating voice as a secondary or optional add-on.
But the rise of AI has changed the game. Voice data – the very conversations MSPs and their clients have every day – is emerging as one of the most valuable inputs for artificial intelligence tools.
“Voice data is a key part of the puzzle,” says Mat Batterbee, Director of Strategy at SIPPIO.
“If you’re predominantly speaking with clients and you don’t have access to that data, you’re essentially going back to the dark ages of writing notes and trying to remember key details after a call.”
AI initiatives are failing at an alarming rate. Over 40 percent are abandoned, and 90 percent fail to meet expected ROI targets, often because the data feeding these AI tools is incomplete or siloed.
Integrating voice into AI strategies isn’t just a nice-to-have – it’s essential for ensuring that tools like Microsoft Copilot deliver real value.
From Bolt-On to Strategic Advantage
Traditionally, voice has been viewed as a bolt-on service, something MSPs tacked on to existing offerings.
“I wouldn’t say MSPs wake up thinking, ‘Today, I’m going to sell voice,’” Batterbee explains.
Most still focus on the core Microsoft ecosystem – 365 subscriptions, wraparound services, and some Azure support – without exploring the broader opportunities AI provides.
However, forward-thinking MSPs are beginning to see voice as a way to differentiate themselves.
Understanding clients’ industries, goals, and challenges – then combining that knowledge with integrated voice data – can transform customer experience and improve retention.
Businesses are also consolidating technology vendors. SMBs can use up to 10 vendors on average, while larger enterprises may rely on 25. MSPs that provide a single, integrated solution – including voice, Microsoft 365, Azure, and other services – can stand out while reducing client churn.
Simple Steps for Maximum Impact
MSPs don’t need a complex infrastructure to start leveraging voice. Batterbee recommends starting with simple integrations into existing AI tools like Microsoft Copilot.
Automating CRM updates, email drafts, and meeting notes gives AI tools the additional data they need to perform efficiently.
