8x8 launches Engage globally to extend customer CX

8x8 has made its Engage customer engagement product generally available worldwide, extending access beyond contact centres to frontline and specialist teams across organisations.

8x8 positions Engage as a way for distributed staff to handle customer interactions with the same visibility and operational tools used by contact centre agents. The product is available directly and through 8x8's channel partners.

Channel rollout

8x8 is emphasising partners as it expands Engage across sectors such as retail, field service and healthcare, where customer conversations often take place away from a central service desk.

"The general availability of 8x8 Engage globally is a pivotal moment for our channel community and opportunity across every vertical. Customer experience is no longer owned solely by the contact centre; it's happening on the shop floor, in the workshop, and across distributed teams, and our partners are uniquely positioned to lead that conversation with their customers," said Emily Masterton, Head of Channel at 8x8.

Masterton added: "By extending 8x8 Engage through our channel, we are equipping partners with a solution that addresses a real and growing business need, helping their clients unlock commercial opportunity and meaningful differentiation in a competitive market."

Adoption metrics

8x8 reported a sharp rise in usage since Engage launched. Customer adoption is up more than 150% year on year, it said.

Daily active users have grown more than fourfold over the same period. Daily active new customers have risen by nearly five times.

The figures reflect a broader push by communications and contact centre providers to extend customer experience tools beyond traditional service operations. The goal is to give more groups a consistent way to manage inbound and outbound interactions, while keeping reporting and governance under central oversight.

Product scope

Engage runs on the 8x8 Platform for CX, which spans contact centre, unified communications and communications platform as a service offerings.

Designed for teams working across multiple sites and for staff away from a desk, Engage supports mobile use.

Features include CRM-integrated customer context, routing and queue management, and real-time visibility into workloads. 8x8 also lists AI-generated summaries and sentiment analysis, plus governance and analytics with end-to-end visibility into customer journeys across customer-facing teams.

Hunter Middleton, Chief Product Officer at 8x8, said the move reflects changes in how organisations manage customer experience across multiple teams and locations.

"The way organisations deliver customer experience has fundamentally changed," Middleton said. "They need every customer-facing team to engage with consistency, intelligence, and accountability. To do this, we're bringing advanced customer engagement tools out of the contact center and making them available and easily accessible to front line teams across the organisation. With 8x8 Engage now generally available globally - including through our channel partners - we're making that possible at enterprise scale, on the same unified platform our customers already rely on."

Customer example

Motus Commercials, which operates in the commercial vehicle sector, said Engage has changed how staff manage calls across different settings. Jake Blowers, its Head of Projects and Innovation, said the product reduced missed opportunities by making it easier for colleagues to take calls while moving between locations.

"We chose 8x8 Engage to give our teams greater flexibility across sites, and it's changed how we manage customer interactions," Blowers said. "Our colleagues can now take calls wherever they are - whether at their desk, in the workshop, or on the move - which has significantly reduced missed opportunities. The result is a more responsive customer experience and greater operational agility across our business."

Market context

Zeus Kerravala, Founder and Principal Analyst at ZK Research, said enterprises want engagement models that cover frontline and specialist teams without adding complexity as customer experience expands beyond service departments.

"Customer engagement is increasingly happening across all parts of the enterprise," Kerravala said. "Enterprises are looking for flexible engagement models that give frontline and expert teams visibility and control without adding unnecessary complexity. This shift reflects a broader evolution in how organisations operationalise customer experience."

8x8 said Engage is available globally and can be deployed across an organisation, with channel partners able to include it as part of the 8x8 Platform for CX offering.