8×8 has introduced AI-enhanced features to its contact center platform, aiming to improve customer experience and satisfaction. The enhanced features are part of 8×8’s integrated cloud contact center and unified communications offerings. However, the company faces challenges with delayed feature rollouts, potentially affecting its market reputation and competitive standing, as highlighted by GlobalData, a leading data and analytics firm.
Gregg Willsky, Principal Analyst, Enterprise Technology and Services at GlobalData, noted: “Since the onset of the COVID-19 pandemic, contact centers have become permeated with AI.” The new upgrades by 8×8 focus on enhancing customer self-service and proactively recognizing customer needs. These features aim to resolve issues through preferred engagement channels and equip agents with the necessary knowledge for complex queries.
The updates reflect a significant trend in transforming contact centers from agent-centric to customer-centric models. The emphasis is shifting from transactional to relationship-oriented interactions, aiming for highly personalized services. Vendors like 8×8 are equipping organizations with tools to make this transition smoother.
However, the feature rollout has experienced delays, potentially impacting the company’s competitive edge. 8×8 planned to introduce voice support for its Intelligent Customer Assistant in Q3 2023, but this feature is now a year overdue. Similarly, integrations with customer relationship management (CRM) systems were introduced in 2023, but the access to call summaries within these systems remains delayed.
Willsky commented on these delays, stating, “Missed introduction dates are to be expected periodically but 8×8 has missed the mark by such a wide margin on those features that it risks damage to its reputation in the market.” He pointed out that Samuel Wilson, CEO of 8×8 since the end of 2022, aimed to implement a “contact center-first” strategy. However, timely execution will be critical for 8×8 to meet this vision.
Overall, while the AI upgrades signify progress for 8×8’s contact center capabilities, the competitive advantage remains limited. Many competitors have already introduced similar features or plan to do so shortly. Therefore, overcoming the delays and executing promptly will be essential for 8×8 to maintain and enhance its market reputation.
