March 10, 2026

The Future is AI First but Human Centered Featuring Sam Wilson

25 minutes

Elevating Customer Support Teams with Smart AI Integration

Shep interviews Sam Wilson, Chief Executive Officer of 8x8. He talks about the evolving role of AI in business communications and why customer experience professionals should be recognized as revenue generators rather than cost centers.

This episode of Amazing Business Radio with Shep Hyken answers the following questions and more:  

What impact does self-service technology have on customer satisfaction?

How can AI self-service and human support work together effectively?

What drives customers to switch companies due to poor self-service?

What makes customers more forgiving of mistakes by human agents than AI systems?

Why should businesses view customer service as a revenue center rather than a cost center?

Top Takeaways:  

Relying exclusively on self-service or automation is not enough. Customers should always have a way to speak to a real person when technology can’t meet their needs. AI-powered solutions work well for routine requests, but there must be a seamless failover to a human agent when things get complicated or the customer is dissatisfied.

California has enacted a law requiring companies to offer a quick, clear option for customers to connect with a human representative if their self-service solutions, often powered by AI, don’t deliver satisfactory results.

AI and automation in customer service are growing, reducing the volume of easy, repetitive cases handled by humans. More complex and sensitive issues are go to human agents and as a result, today’s customer support agents are required to handle more complex issues and provide a higher level of expertise and empathy, making them specialists rather than agents.

The customer support department is a revenue center. Delivering consistently excellent experiences leads to higher retention rates, repeat business, and positive reviews.

Customers of different ages have distinct preferences for how they interact with support. Older customers lean towards phone support, while younger generations prefer chat or digital channels. But both demographics still want the assurance of being able to call a support agent if their problem isn’t resolved online.

Leading companies like Amazon have set the standard for customer support by combining AI for routine tasks with proactive escalation to human agents when needed. They have created a seamless customer experience by enabling quick, easy connection with knowledgeable support agents and avoiding the need to repeat themselves to get their issue resolved.

Regular customers sustain and grow a company. Regular customers drive steady revenue and are typically the brand's biggest advocates.

The future of customer service lies in integrating effective technology with empowered employees. Companies that invest in effective digital solutions and well-trained customer specialists are best positioned to create positive experiences, adapt to customer preferences, and succeed in a competitive marketplace.

Effective customer support isn’t rocket science. The technology exists today to empower both businesses and consumers with choice and flexibility, and it is more affordable than it was five or ten years ago. The real differentiator is the willingness to implement these solutions and put the customer’s needs first.

Quote: 

"One of the great mistakes tech companies make is we talk too much about features and don't talk enough about our customers."

About:  

Sam Wilson is the Chief Executive Officer of 8x8, with over 25 years of experience in finance, investment, and sales. He has held several key leadership roles at 8x8, including Chief Financial Officer and Chief Customer Officer.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.  

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By Shep Hyken & C-Suite Radio

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