Expectations in the CX space have never been higher. All employees in customer-facing roles are under pressure from customers and their organizations to achieve ever-rising CX goals. For businesses looking to elevate their operations, partnering with a forward-thinking organization is key to success.
In a world driven by digital interactions, communication platforms are at the heart of customer and employee engagement. Yet, the tools meant to enhance collaboration often fall short, operating in silos and creating inefficiencies. 8×8’s recent brand transformation reflects a critical shift in addressing these challenges, pushing the boundaries of what integrated communications can achieve.
While the company’s Experience Communications as a Service (XCaaS) platform represented a future where communication was seen as seamless, adaptive, and informed by real-time insights, 8×8 now envisions a solution that breaks down barriers between customer service teams, business operations, and external stakeholders. This is not just a question of improving tools or a visual rebranding – the evolution is transforming how businesses think about customer experience (CX) at their core.
As Bruno Bertini, Chief Marketing Officer at 8×8, said:
At 8×8, we’re stepping out of the box and our new brand captures the energy and ambition of this exciting next stage. Our transformation is much more than cosmetic, it’s a commitment to relentless innovation and a giant leap in the CX space as we align 8×8 even further around our customers’ successes by taking their CX goals and ambitions to new heights.
Bertini added: “I see this as a journey. It’s one of the reasons we’re delivering CX masterclasses and are involved with the Global CX 100 Leaders. We know what good, no, great looks like, and we want to share that expertise with others. Every one of us is a customer at some point across B2B and B2C, and we want to raise the experience for everyone.”
Overcoming Fragmentation
Fragmentation has long been a stumbling block in delivering consistent CX. Enterprises often rely on separate systems for voice, messaging, video, and analytics, which complicates workflows and makes meaningful insights difficult to obtain. 8×8 addresses this fragmentation by embedding its platform into existing enterprise systems, including Salesforce and Microsoft Teams. This move reflects a broader industry trend: to meet modern CX demands, technology must integrate seamlessly into the tools employees already use. It’s about people.
The tool also offers support for global operations, with partnerships extending to carriers in regions like South Africa and Hong Kong. This ensures that no matter where a business is located, it can rely on access to reliable, secure communication infrastructure.
Other feature upgrades include:
- Salesforce Integration: Enhanced messaging capabilities for SMS and WhatsApp directly within Salesforce.
- Microsoft Teams Integration: Improved native functionality to enable PSTN calling without additional licenses or software.
- Expanded Platform Scalability: A beta program supports meetings with up to 10,000 participants.
- Enhanced security features: For data protection, fraud prevention, and regulatory compliance.
- AI: Integration of AI-driven tools to improve decision-making, personalization, and operational efficiency.
CX Beyond the Contact Center
Part of 8×8’s approach acknowledges that CX is not limited to interactions with customer service representatives – it instead spans every touchpoint. AI-powered transcription, cross-platform data integration, and advanced routing capabilities all deliver operational efficiency and represent a commitment to creating meaningful experiences for customers.
8×8 sees CX and IT leaders as the ‘visionaries’ who are transforming interactions into seamless experiences. Its new platform integrates a contact center, unified communications, CPaaS APIs, AI, Microsoft Teams, and 8×8 Technology Partner Ecosystem solutions into one platform and eliminates data silos across these solutions – empowering every employee in an organization to lead fully integrated customer journeys.
Samuel Wilson, Chief Executive Officer at 8×8, asserts:
Like never before, we are showcasing our investments in AI, automation, and technology integration which are things that we know make a tangible difference for our customers.
The rebranding underscores 8×8’s long-term goal to remain at the forefront of CX innovation, bridging technology with meaningful customer interactions.
To find out more, head to 8×8’s website.