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. 8x8’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, 8x8 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 8x8, said:
At 8x8, 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 8x8 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. 8x8 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.