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8×8 Inc.’s Virtual Contact Center platform now features customer service via social media, thanks to a partnership with Conversocial.

“Businesses can now embrace social media, together with phone, email and chat, as a scalable, secure and efficient part of their omnichannel contact center strategy,” said Darren Hakeman, senior vice president of product and strategy for 8×8.

The capability provides the obvious interaction with customers over sites such as Facebook and Twitter; it also means companies can react more quickly to issues and insights that arise over social media, according to 8×8. That’s because Conversocial has developed the requisite prioritization, automation and collaboration tools.