Sandler Partners National Summit CX Panel

Welcome to CX Primetime! It was a great experience to represent Sandler Partners and the Sales Engineering team at the National Summit. We’re always ready to jump in with education presentations like this and talk directly about customer challenges and finding the right approach (from our portfolio of 200+ Providers) to solve business problems and achieve organizational advantages. We can also be part of your direct pitch to customers as your experts, your team.

CX and CCaaS are two areas I specialize in and always get excited to talk about. My CX hall of famers — Holy Zinn, Director, Partner Programs, CX at RingCentral; Alain Mowad, Director, Product Marketing with Talkdesk; Adam Hiatt, Lead Channel Sales Engineer for Dialpad; and Aqeel Shahid, VP, Global Strategic Partnerships with Vonage — rushed the stage with me to dive into the CX playbook!


The definition is pretty straightforward, but there are a lot of moving parts to a formula that often provides more returns when you grow its complexity. Let’s face it; the modern consumer is pretty savvy. Practically everyone has a mobile phone, and they are evaluating experiences with every scroll and tap, every minute of the day, as they interact with companies and brands.

Once upon a time, I was a Contact Center leader. I had 5,000 agents, and I learned that Contact Center is both a science and an art. The science is you must execute consistently over and over, across platforms like phones, email, chat, and SMS, while the art is measuring your success based on customers’ emotional reactions to all those interactions. Said another way — tell your brand story over and over again, and have it be well received in all channels.

CCaaS globally has a Compound Annual Growth Rate (CAGR) forecast of 17.5%, from $4.87 billion in 2022 to $15.07 in 2029 according to Gartner. That’s very healthy growth, particularly when you consider it can directly help companies grow customer satisfaction, which will impact growing/maintaining revenue. This growth is being driven by us, consumers, because we’re demanding it as a function of our loyalty. It’s never been easier for a customer to leave a brand behind, and CCaaS with CX capabilities like AI makes it easier to feed and maintain customer loyalty.

So that’s the opportunity. There’s so much to get excited about, and your customers are looking to you for the expertise to take their teams to the big league. CCaaS is a team sport, from the many Agents (Contact Center’s biggest expense) to the Supervisors/Managers, IT personnel, and vendors. As a Sandler Partner, you have a whole team of your own behind you, and we’re always there for you — every down, at bat, in the corners, or whatever your favorite sports metaphor is.

Watch this session recording from the 2022 Sandler Partners National Summit. It’s a great intro and will give you a taste of what you can offer. We discuss everything from reporting/dashboard/analytics to the many, many aspects necessary to oversee and control the workforce. In one hour of time, let’s get you up to speed!



Ben Edwards

Ben Edwards is the Director, Sales Engineer - West. With a wealth of experience working with senior executives and leaders, Ben is a recognized expert in Customer Experience and CCaaS (Contact Center as a Service) who excels at discussing, proposing, and addressing the technical needs of businesses. His unique skillset combination of customer-facing and technology provider experience enables him to effectively partner with clients to deliver tailored solutions that meet their specific requirements. He is highly experienced in providing CCaaS solutions to a diverse range of businesses and has a proven track record of delivering results.