From Telecom to AI: How 8x8 Simplifies Employee and Customer Conversations

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Cloud communications has evolved far beyond buzzwords and technical features—today it's about delivering real business outcomes. In this engaging conversation with Bruno, CMO of 8x8, we explore how one of the original players in the communications technology space continues to adapt and innovate in a highly competitive market.
Bruno shares a refreshingly straightforward approach to making complex technology accessible: focus on the business benefits rather than technical specifications. As he puts it, "There's so much fatigue in the industry on the features, the bytes, and everything that we're pushing." Instead, 8x8 emphasizes how their unified communications, contact center, and API solutions work together to improve customer experiences and drive growth.
The discussion takes us through the evolution of workplace communications in the post-pandemic era. While 8x8 embraces hybrid work, Bruno offers thoughtful perspectives on when face-to-face interaction adds unique value: "When you run creative sessions, or deep data sessions, or when you're in a C-level strategy meeting... the energy in the room is really important." This nuanced view reflects 8x8's understanding that technology should enable flexibility rather than dictate a single approach.
We also dive into 8x8's practical approach to AI implementation. Rather than chasing trendy applications, they focus on using AI to analyze communication patterns across channels, identify operational bottlenecks, and deliver actionable business intelligence. Bruno emphasizes the importance of building trust through simplicity and accountability, noting that in an industry where technology decisions have long-term implications, customers need partners they can trust for the long haul.
Want to connect with 8x8 and learn more about their approach to business communications? Visit 8x8.com and check their events tab for upcoming opportunities to engage with their team across the US, UK, Europe, and Asia.

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Chapters

1. Introduction to 8x8 and Bruno (00:00:00)

2. The Challenge of Cloud Communications Marketing (00:02:30)

3. Differentiating in a Competitive Market (00:04:30)

4. Adapting to Post-COVID Hybrid Work (00:06:16)

5. Leveraging AI at 8x8 (00:09:03)

6. Building Customer Trust and Credibility (00:12:44)

7. Future Trends in Customer Engagement (00:16:30)

8. Upcoming Events and Closing (00:19:10)