Meltwater and 8×8 Join Forces to Enhance Customer Support with Real-Time Social Intelligence

Meltwater, a global leader in media, social, and consumer intelligence, has announced a strategic partnership with 8×8, Inc. through the 8×8 Technology Partner Ecosystem. The collaboration empowers businesses to elevate their customer support capabilities by integrating social media engagement directly into contact center operations—driving more responsive, efficient, and personalized customer experiences.

8×8 is renowned for delivering the industry’s most integrated customer experience (CX) platform—combining Contact Center, Unified Communications, and CPaaS solutions under one roof. With the integration of Meltwater’s robust social intelligence into the 8×8 Contact Center™, enterprise customers now have access to a powerful tool that transforms social media into a fully supported channel for customer care and engagement.

Social platforms have become essential to the modern customer journey, yet many contact centers still lack the tools to monitor, analyze, and respond to the massive volume of real-time conversations occurring online. This partnership bridges that gap—providing agents with immediate visibility into social sentiment, direct messages, and brand mentions—all within the 8×8 Contact Center environment.

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Leveraging Meltwater’s industry-leading data engine, which processes over 1 billion content pieces daily, businesses can detect emerging issues faster, improve responsiveness, and connect meaningfully with underserved or overlooked audiences.

Key Benefits of the Integration:

• Advanced Social Filtering: Configurable keyword filtering surfaces only the most relevant social conversations—such as @mentions or direct messages—and automatically routes them to 8×8 agent queues like any other customer interaction.
• Unified Experience Across Channels: Agents can deliver consistent, personalized support across social platforms, improving engagement speed and satisfaction.
• Streamlined Workflows: Eliminates the need for multiple tools by consolidating support channels, reducing app switching, and improving resolution times.
• Stronger Brand Reputation: Proactively manage sentiment, resolve issues before they escalate, and amplify positive interactions to boost loyalty and trust.

“Today’s customers expect fast personalized responses, especially on social media. When mentions go unanswered or replies are delayed, it doesn’t just mean missed opportunities, it can erode trust and damage brand reputation,” said Doug Balut, Senior Vice President of Global Alliances and Partnerships at Meltwater. “This partnership brings together two industry leaders to empower brands with real-time insights they need to understand customer sentiment, anticipate issues, and respond with agility to improve the customer experience.”

“Social media has become a vital channel for customer engagement, yet many contact centers still struggle to support it effectively,” said Victor Belfor, Global Vice President, Business Development and Strategic Partnerships at 8×8, Inc. “We chose to partner with Meltwater because we believe it’s one of the most powerful social listening platforms in the market. Together, we’re helping organizations stay connected with their customers by delivering best-in-class technology from a single, trusted provider.”

This collaboration signifies a pivotal step in redefining digital customer engagement—enabling organizations to meet the expectations of today’s socially active consumers with smarter tools, deeper insights, and faster support.