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.
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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.
But that doesn’t mean MSPs can’t lean further into outlining measurable business impact. When they’re surfacing insights that directly influence how a client serves their customers, reducing missed calls, improving responsiveness, optimising staffing, they cultivate an organic case for higher-value engagements.
A higher-tier service could incorporate quarterly performance reviews, configuration tweaks predicated on call data trends, and advisory sessions to address specific pain points, like reducing abandoned calls during peak trading periods.
Rather than slapping a new label on your SLAs, this strategy is about creating value that resonates with client leadership, not just IT.
Show the Commercial Impact of CX-Driven Services
When clients understand how missed calls cost them sales or how long queue times affect satisfaction scores, they become far more receptive to ongoing investment. When you can tie your services to tangible improvements in those areas, you earn the right to move the conversation beyond price.
For example, a retail client using Akixi saw an 18 percent uplift in annual revenue and a 150 percent ROI in the first year after deploying call analytics to refine workflows and recover missed conversion opportunities. Meanwhile, Redcentric, a UK-based MSP, attached Akixi call analytics to approximately 80 percent of its hosted telephony base. That initiative boosted its annual recurring revenue from analytics services by roughly 15 percent while opening opportunities for upselling adjacent solutions via further workflow insights and intelligence-based upsell programmes.
You Don’t Have to Do It Alone
Let’s be completely clear: this proposition isn’t about service providers becoming analytics vendors. Their value lies in understanding the customer’s environment, building trust, and guiding the customer’s roadmap. However, they can amplify that value by partnering with specialists who make CX data accessible and actionable.
Akixi offers tools that sit natively within the Microsoft Teams and Cisco Webex ecosystems. These tools turn call data into clear, visual insights so providers can focus on interpretation and strategy. The real power lies in the combination of their relationship with the client and their data-empowered capacity to highlight the moments that matter.
Service providers have already done the hard part in deploying complex voice environments and earning their clients’ trust. Now it’s time to transform that trust into long-term value by helping clients understand and improve the experience behind the dial tone.
Akixi helps MSPs and Systems Integrators turn Teams and Webex call activity into customer experience intelligence. Learn how to build outcome-based voice services that deliver real impact here.
