8x8 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 8x8, described the changes as "much more than cosmetic," with the tech firm promising an enhanced commitment to supporting CX and IT leaders via its 8x8 Platform for CX.
This commitment includes the integration of CCaaS, UCaaS, CPaaS APIs, AI, Microsoft Teams, and 8x8 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 8x8 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 8x8 is so keen to present a new face to the world.
8x8’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 8x8’s ‘breaking out of the box’ mentality, the aesthetics of the company’s rebrand is playing second fiddle to its vision.
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Source: https://www.8x8.com/blog/meet-8x8-reimagined[/caption]
It is clear that 8x8 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.