The Cavell Summit APAC 2025 isn’t just another stop on the industry’s conference circuit—it’s a battlefield where the region’s top telecom and CX leaders go head-to-head on the future of cloud communications. And if there’s one executive who thrives in high-stakes environments, it’s Samuel Wilson, CEO of 8×8.

Wilson has a military background, an MBA, and a finance career under his belt. His rise through 8×8’s ranks—from building the SMB unit to leading customer success, finance, and now the entire company—reads like a strategic campaign. And, just like a good general, he’s laser-focused on the big picture: how to win the long game in customer experience and unified communications.

In this exclusive interview, I sat down with Sam to glean his insights into 8×8’s strategic shift from a traditional, in-house development model to a more collaborative, partner-driven ecosystem. He discusses how the company is prioritizing seamless integrations with best-in-class technology providers to enhance customer outcomes. Wilson also highlights AI’s practical impact—moving beyond the buzz to solve real challenges, such as reducing agent training time and improving overall business efficiency.

From CFO to CEO: Steering 8×8’s Evolution

Sam Wilson’s journey through 8×8 has been defined by a deep understanding of its business from multiple perspectives. Over eight years, he built and led the company’s small and medium-sized business unit, became its first-ever Chief Customer Officer and then transitioned to Chief Financial Officer before ultimately stepping up as CEO. This breadth of experience positioned him well to drive 8×8’s next phase of growth.

When Wilson took over as CEO two years ago, he focused on a strategic shift—moving beyond a model where 8×8 developed everything in-house to an integration-first approach. Recognizing that customers increasingly sought complete, outcome-driven solutions, he prioritized expanding 8×8’s portfolio through partnerships.

A major milestone in this transformation was 8×8’s acquisition of Fuze back in 2022, which added scale and strengthened the company’s enterprise capabilities. But more than just an acquisition, it reinforced 8×8’s commitment to broadening its technology stack. Where the company once primarily offered UC and CC, it now delivers a suite of nine integrated solutions, including CPaaS and AI-powered tools.

The Great Vendor Disconnect: Why 8×8 is Betting on Customer Outcomes, Not Tech Stacks

For years, technology vendors have taken a familiar approach—sell a suite of software, hand over the tools, and leave customers to piece everything together. That model worked when enterprise IT teams had the time and resources to manage complex integrations. But today’s businesses need solutions that deliver immediate value without the hassle of stitching multiple platforms together.

This transformation comes as the market experiences a wave of vendor consolidation. Traditional telecom and CX providers have often expanded their portfolios by adding new features without fully integrating them, leading to fragmented user experiences. Meanwhile, partners that once relied on single-vendor solutions are realizing that long-term success depends on offering complete, results-driven solutions rather than just all-in software licenses.

8×8’s approach is clear: customer experience comes first; in fact, they’ve recently rebranded as a CX company. While competitors continue to expand their product catalogs, Wilson’s priority is on integration, ease of use, and delivering measurable business results for its customers. In this evolving landscape, success won’t be determined by who offers the most technology—but by who turns that technology into real-world impact.

AI in CX: Hype vs. Reality

Everyone in the industry loves to talk about AI, but the truth is, most companies are still fumbling in the dark. At Cavell Summit APAC 2025, the numbers spoke for themselves: only 15% of businesses have AI in production. The rest? Stuck in endless pilot projects, promising innovation but many failing to deliver real-world impact.

8×8 has invested heavily in language processing and transcription, supporting 50 languages and 91 accent variations. Why does this matter? Because bad transcripts lead to bad AI summaries, and bad AI summaries lead to frustrated customers and compliance nightmares. Unlike competitors relying on generic transcription tools, 8×8 has engineered its own high-accuracy transcription engine, ensuring that every AI-driven insight is built on a rock-solid foundation.

While others are still chasing buzzwords, Wilson is making AI work where it counts—cutting costs, improving customer service, and giving businesses the tools to drive loyalty at scale. The message is clear: AI isn’t the future of CX. It’s already here. The only question is who’s getting it right.

CX is the New Battleground: Why Customer Loyalty is Everything

For years, businesses have obsessed over one thing—acquiring new customers at any cost. But Sam Wilson knows the truth: growth doesn’t come from endless churn; it comes from keeping customers loyal. The companies that survive and thrive in the next decade won’t be the ones spending millions on customer acquisition. They’ll be the ones investing in AI-driven, high-touch engagement that keeps people coming back.

We’ve seen what happens when companies get it wrong. Groupon was the perfect example—built on deep discounts to lure in new customers, but failing to create any lasting loyalty. The result? Businesses saw a flood of deal-chasing one-time buyers who never returned, and Groupon itself spiraled into irrelevance. The lesson? Loyalty is the real revenue driver.

Wilson sees AI and automation as the key to unlocking that loyalty, and industries like healthcare and hospitality are proving it. 8×8 has already helped hospitals automate patient scheduling, send smart reminders, and even escalate to human agents when necessary—ensuring fewer missed appointments and higher revenue. In hospitality, businesses are using AI-powered engagement tools to personalize every interaction, from booking confirmations to post-stay follow-ups.

Sam’s view is that after years of slashing budgets and offshoring contact centers, CX is making a comeback. From 2020 to 2021, contact center spending nosedived, driven by a race to cut costs. But now, businesses are waking up to reality: CX isn’t an expense—it’s the frontline of revenue generation. Wilson predicts that in a decade, the CX market will rival CRM in size, as companies pour resources into AI-powered engagement strategies.

The businesses that win will be the ones that understand one simple fact: loyal customers are the most valuable asset they have.

The CX Revolution: Why Sam Wilson Thinks Customer Experience is the Next CRM

Sam Wilson doesn’t make cautious predictions. Sitting down at Cavell Summit APAC 2025, the 8×8 CEO laid down a bold vision: within the next decade, the CX market won’t just grow—it’ll rival the CRM behemoth that Salesforce built. This isn’t idle speculation; it’s a conviction that CX is the battleground where businesses will either win big or lose it all.

Wilson’s logic is clear-cut: the companies that treat every customer like a VIP will command premium loyalty—and premium pricing. He points to the difference between Marriott and Four Seasons: both provide beds and showers, but one charges 50% more. Why? Because Four Seasons offers an experience, a concierge-level obsession with detail and customer satisfaction.

This isn’t limited to hospitality. Wilson argues that businesses across every sector—from healthcare to retail—will need to deliver Four Seasons-level CX or risk commoditisation. In an age where customers broadcast dissatisfaction instantly on social media, no one can afford to get this wrong.

Under Wilson’s watch, 8×8 is placing big bets on AI-powered customer interactions, automated yet highly personalised. He’s convinced the winners of tomorrow won’t be those offering discounts or racing to the bottom—they’ll be the ones delivering premium, frictionless, loyalty-building experiences. CX, in Wilson’s words, “isn’t an option—it’s the future.”

Adapt, Integrate, or Get Left Behind

Sam Wilson’s leadership is built on one undeniable truth: outcome-driven solutions beat tech stacks every time. The days of deploying software on customers and expecting them to figure it out are over. Success now depends on seamless integration, AI-driven automation, and a customer-first mentality.

Wilson’s strategy hinges on building ecosystems, not just products. He’s abandoned the old-school vendor mentality of hoarding capabilities in favor of a best-in-class partner network, delivering fully integrated solutions that businesses can actually use.

The message from 8×8 is simple: adapt fast, integrate smart, and always put the customer first.



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