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.
Once these basics are in place, MSPs can expand into sentiment analysis, advanced analytics, and cross-selling opportunities. “Keep it simple at first,” Batterbee says. “Give the AI tool more data, and it will perform better. That’s the easiest way to start delivering tangible value.”
Voice data also opens doors for business intelligence. By analyzing call interactions, MSPs can identify upsell opportunities or trends in client needs, supporting services like Power BI or Microsoft Fabric.
Bridging the Education and Security Gap
Despite the clear advantages, adoption remains slow. Many MSPs are still figuring out how to sell AI tools or justify ROI.
Businesses often adopt multiple low-cost AI solutions independently, which can create security risks.
“MSPs need to proactively educate their clients on safe and secure AI usage,” Batterbee warns. “Otherwise, companies risk sharing sensitive data with unsecured tools, or worse – losing trust entirely.”
Security is another critical consideration. Tools like SIPPIO, which are Azure-native and compliant, provide a secure environment for voice data. Ensuring that AI solutions are safe and integrated is not just best practice – it’s a competitive differentiator.
The Road Ahead for Voice and AI
Looking forward, successful MSPs will evolve into Managed Intelligence Providers (MIPs), delivering fully integrated, AI-driven solutions.
Adoption needs to scale beyond a few users to full-scale business use, and voice will become a critical component of that strategy.
“Success looks like partners taking AI seriously, completing the foundational work before selling a solution, and integrating voice as a core element of their offering,” Batterbee says.
As businesses increasingly demand fewer vendors for their IT and communication needs, MSPs who embrace voice data stand to gain a strategic edge.
AI isn’t just about automation or flashy features – it’s about leveraging every available data source to deliver measurable business value. Voice is no longer optional – it’s the hidden weapon for MSPs ready to thrive in the AI era.
