Kuala Lumpur: Meltwater, a global provider of media, social, and consumer intelligence, has announced a partnership with 8×8 Inc under the 8×8 Technology Partner Ecosystem to improve social media-driven customer engagement and service operations. This collaboration integrates Meltwater’s real-time social insights into the 8×8 Contact Center, enabling businesses to manage social media as an effective customer care and engagement channel.

According to BERNAMA News Agency, the integration will help organizations overcome challenges in monitoring and analyzing customer interactions on social platforms, a growing concern as social media becomes a primary touchpoint for customer service. ‘Today’s customers expect fast, personalized responses, especially on social media. Unanswered mentions or delays can lead to missed opportunities and damaged trust,’ said Meltwater Senior Vice President of Global Alliances and Partnerships, Doug Balut.

Meanwhile, 8×8 Global Vice President of Business Development and Strategic Partnerships, Victor Belfor said the integration underscores the company’s commitment to providing end-to-end customer experience (CX) solutions. ‘We partnered with Meltwater because of its powerful social listening capabilities. This collaboration helps businesses stay connected with their customers through an all-in-one, reliable platform,’ he added.

With Meltwater’s capabilities to process over one billion content items daily, the partnership aims to empower customer service teams to respond faster, identify emerging risks, and engage underserved audiences more effectively. Key features of the integration include advanced keyword filtering to prioritize actionable content such as @mentions and direct messages, streamlined agent workflows, and improved CX across digital platforms.

The integration is part of the 8×8 Technology Partner Ecosystem’s efforts to deliver seamless, native experiences while reducing total cost of ownership and avoiding fragmented technology stacks.