8×8 has announced a companywide rebrand as it pivots further towards customer experience and CCaaS.
While the fresh logo, colors, and site design first catch the eye, the real news is in the company’s continued focus on evolving its CX offerings.
Indeed, Bruno Bertini, Chief Marketing Officer at 8×8, described the changes as “much more than cosmetic,” with the tech firm promising an enhanced commitment to supporting CX and IT leaders via its 8×8 Platform for CX.
This commitment includes the integration of CCaaS, UCaaS, CPaaS APIs, AI, Microsoft Teams, and 8×8 Technology Partner Ecosystem solutions into a single, unified platform.
The solution promises to eliminate data silos and allow users to empower their employees across the entire organization.
In doing so, the vendor claims to be helping CX leaders become the “heartbeat of their organizations.”
In discussing the news, Bertini emphasized the operational impact of the rebrand, commenting:
“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.
Today, the CX landscape has evolved to include every employee in customer-facing roles, as digital transformation, mobile-first strategies, and AI reshape how organizations interact with customers.
“Expectations have never been higher, and organizations need to partner with a forward-looking vendor to help them take CX to the next level and elevate their business.”
So, let’s take a closer look at why 8×8 is so keen to present a new face to the world.
8×8’s CCaaS-Centric Future
While Bertini was keen to mention that the company’s “former logo was contained in a box; now it’s not” to accentuate 8×8’s ‘breaking out of the box’ mentality, the aesthetics of the company’s rebrand is playing second fiddle to its vision.
It is clear that 8×8 is using the change as a chance to present itself as a new operator in the CX tech space.
This ties in with the recent revamp of the company’s Experience Communications as a Service (XCaaS) platform, which combined UCaaS and CCaaS offerings to help bridge the gap between employee and customer experience.
8×8 has traditionally used a ‘land and expand’ approach, attracting customers with its UCaaS solution and then introducing its CCaaS platform to align with its XCaaS vision.
Yet, over the past couple of years, the strategy has flipped to prioritize CCaaS as the entry point instead of UCaaS.
In discussing why the vendor was changing its strategy in an interview last year, Walt Weisner, Chief Customer Officer at 8×8, pointed to the opportunities to win more business in the less saturated and mature CCaaS market, as well as 8×8’s historically strong performance in the sector.
Moreover, by shifting to a contact-center-first approach, 8×8 strengthens its case for XCaaS by showcasing how CCaaS tools benefit not just contact center agents but a wide range of roles, from delivery drivers to marketing teams.
This also allows 8×8 to integrate UCaaS with its existing CCaaS customer base, which can help enhance collaboration, real-time support, and knowledge sharing across the business.
The company doubled down on this CCaaS-centric plan in May of last year when Samuel C. Wilson – who oversaw the strategic switcheroo as interim CEO – was announced as the full-time CEO.
The decision to solidify Wilson’s position suggests that the company has fully bought into his vision.
In arguably building its rebrand around Wilson’s revamped XCaaS platform, the company is tripling down on its CCaaS-guided strategy.
In discussing the changes, Wilson stated that they were reinforcing 8×8’s “commitment to solving the real challenges our customers face while driving measurable business outcomes.
“We are making significant strides into high-value markets, which paves the way for mid-market and enterprise growth
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.
More News from 8×8
Earlier this month, 8×8 announced a number of new AI and customer engagement features for its cloud CX platform.
The enhancements include AI-powered transcriptions for its Contact Center and improved call quality on Azure virtual desktops.
These updates aim to help businesses elevate customer and employee experiences across their organizations.
Elsewhere, during its recent Q2 earnings call, the company announced a 20,000+ seat CCaaS and UCaaS megadeal.
