CPaaS set to surpass contact centres as data & RCS evolve
Customer engagement is projected to change significantly by 2026, according to predictions from senior leaders at 8x8. The forecast points to major shifts in how businesses manage customer interactions, particularly through communications platforms and data management.
Rise of CPaaS
One notable trend is the potential for Communications Platform-as-a-Service (CPaaS) to become more important than the traditional contact centre function. As the adoption of Rich Communication Services (RCS) expands and artificial intelligence (AI) capabilities continue to progress, automated customer journeys could become commonplace.
"As we see a wider take up of RCS, you are going to see companies try and fully automate at a real high level, as much of their customer experience as possible and it could lead to a point where CPaaS will overtake the contact centre as the thing that becomes most important to vendors and what they supply to their customers," said Chris Angus, VP for CPaaS and CX Expansion, 8x8.
RCS technology enables interactive experiences for customers, providing features such as catalogue browsing, ticket and delivery rebooking, and payments through an SMS gateway. The integration of AI for mapping user journeys could further reduce the reliance on human support in certain scenarios. However, Angus highlighted the continued importance of human involvement in customer service and noted that not all organisations or their customers may want fully automated experiences.
RCS infrastructure
Widespread adoption of RCS hinges on the readiness of supporting infrastructure, including full carrier support. While some had anticipated rapid take-up in 2025, experts see a steadier rollout over the coming years.
"A lot of people thought 2025 would be the year of Rich Communication Service (RCS), especially after Apple enabled it in the fall of [2024], but these things take time. Yes, RCS and Rich Business Media through SMS could rival WhatsApp, but we need all the mobile networks to support it," Angus added.
He emphasised that once carrier support is fully established, RCS could become a mainstream communications tool, enabling businesses to connect with customers cost-effectively without relying on third-party applications. Low SMS rates in major markets such as the UK and US are expected to support this channel's growth, potentially putting it in competition with established messaging platforms.
Data discipline
Another significant challenge for organisations seeking to benefit from AI and cloud transformation is the state of their data infrastructure. The prediction for 2026 is that companies will focus more on fixing foundational data issues that have often been overlooked amidst rapid digital change.
"It's not sexy but it's fundamental but 2026 will be the year when businesses finally sort out the foundations they've been ignoring, including data. This will be the year when companies take a more disciplined approach to governance," said Lisa Orford, VP for Contact Centre, 8x8.
Orford explained that the value businesses hope to extract from technology investments depends on the quality, accuracy, and structure of their data. Organisations are now facing the need to consolidate legacy systems, update workflows, and create a streamlined operational structure that supports new digital tools. For many, this will involve comprehensive reviews of existing processes and the restructuring of underlying data systems.
"It's also not an overnight process. It's like tidying a room - sometimes it gets messier as you pull everything out to see exactly what you have and then you work out what to keep, what to bin and what to rearrange. Businesses sorting out data will go through the exact same process," said Orford.
