A number of companies are now replicating the 'XCaaS' solution, according to 8x8's Senior Director of Commercial Sales.
The idea behind XCaaS (Experience Communications as a Service), an acronym coined by 8x8, is to bring employee and customer experience under one roof.
Chris Angus, Senior Director of Commercial Sales at 8x8, said: "We are starting to see our competitors try and consolidate to achieve what 8x8 has already been doing with XCaaS. You can see that in the market today with the integrated UC and CC.
"We've already got those services and [our competitors] are certainly looking at their acquisitions to try and emulate that which creates a positive story for us. It has more resonance."
Angus explained that 8x8's XCaaS solution combines UCaaS, CCaaS, and CPaaS into one offering and he pointed to a number of advantages of removing the silos between customers and employees
He said: "Having a single enterprise directory and being able to easily transition between the medias allows you to create a much more interesting and more seamless customer experience.
"It also helps you improve the employee experience because you're empowering [workers] to have the tools and the access to the knowledge internally, which means they can do their job successfully.
"Administrations think about traditional UCaaS and CCaaS as separate markets. They could be supplied by different organisations, even if they are buying from one vendor.
"There's also cost into when it comes to administering those, not just in licence costs, but also in the staff costs to maintain them.
"[XCaaS provides] a single admin to control all those and then mix and match licences, so you're not forced to take the most expensive licence option... and then giving you the single pane of glass and the single integration framework."
According to Angus, sales teams find it much easier to pitch the XCaaS solution.