PROFILE 8X8
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research into the issues out there in the market that informs the design of the next solution. “When we talk to our customers they don’t tell us they want UC and CC, they tell us the problem they have and ask us to solve it,” said Soni. “That’s why my approach to product management and design is that we are solving a problem for a business or a user. “We start with that premise and then build the UI, build the product, and scale it up. We are catering to the customer rather than just adding features.” Proof in the Pudding Soni said she’s proud of the changes that she has brought in that have led to award-winning platforms and “A-Grade” usability scores. One of the things that caught my ear when speaking to Soni was that customers can “leave their brain at home” when they are using a lot of 8x8 solutions, essentially
End-to-end visibility and actionable insights for team leaders
for employees. In producing the Engage solution, it seems that 8x8 has put the knowledge worker at the heart of the solution; and that is not by accident. “Throughout my career, I’ve grounded myself in creativity with a view of the customers,” said Soni. “I think we have to put the customer at the heart of everything that we build from a creative design standpoint, and even from a solution standpoint, the problem statement starts with ‘what does the customer need?’ “If our approach to product design or product management was just filling the RFP, we’d produce the same as everybody else. Yes, we’d check all the boxes, but that’s not the approach we want. Our approach is to solve the problems that customers have.” Soni is coming up to five years at 8x8, in which time she has combined the necessity for creativity with a Masters in Strategic Management, by no means an easy undertaking. On the road to becoming Vice President of Product Management, Design, and Operations she has been able to instil a design approach that centres around the customer and values
meaning that employees can still be productive even on their worst days.
When we talk to our customers they don’t tell us they want UC and CC, they tell us the problem they have and ask us to solve it.
An interesting concept, and one I dare say we’ll see a lot more of in the coming years. For now though, Soni says this culture change is bearing fruit, adding that “in the 2023 Metrigy Report , 8x8 was voted number one against all our UC and CC competitors for customer sentiment and business success. “That means that the seats that we have sold are starting to show in terms of customer satisfaction, which is something I value. “For me, launching a product is just step one, it’s like delivering a baby you have to nurture it and watch it grow. We ask if it is delivering value for the user? Are our users still happy? Are they recommending the product? Is adoption growing? Is the daily active usage rate where we want it to be? “It’s about grounding the company and the product managers into building a product that they can be very proud of. That’s the kind of approach I have brought to 8x8 and I am very happy with where we are today.”
In the 2023 Metrigy Report, 8x8 was voted number one against all our UC and CC competitors for customer sentiment and business success
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