November 12, 2025 – Duration 00:17:54

S5. Ep.6 How Newfold Reimagined CX

When Newfold Digital needed to support millions of customer interactions across their global web hosting brands, they embarked on a cloud migration that fundamentally transformed how they deliver customer service. In this episode of Level Up CX Tech, we sit down with Eric Jaquith, telecom operations manager at Newfold Digital, to explore how they achieved zero missed contacts through strategic AI implementation, the pivotal role of self-service tools and automation in empowering both agents and customers, and how building reusable solutions while keeping things simple has driven their success in scaling customer support globally.

Transcript

Marissa: Welcome to Level Up CX Tech. I’m Marissa Gbenro.

Michael: And I’m Michael Logan.

Marissa: And we are here to delve into the most pressing issues, opportunities, and challenges in customer experience right now and how you can use CX technology to see real business value.

Michael: And today we’re joined by Eric Jaquith with Newfold Digital to tell us more about their journey in CX.

Eric: Thank you. Happy to be here.

Michael: Eric, to start off, can you tell us a little bit about what Newfold Digital does, and then describe what you do for the company and your role?

Eric: Sure. So Newfold Digital is a global company, and we provide small and medium-sized businesses with web-hosting and website-building services. We have about 15,000 concurrent agents, nearly 6,000 active agents, and our call centers are located across the world. We handle about 3.5 million calls and 4.5 million chats a year. I started off as a Senior Genesys Engineer with the company about eight years ago, and I quickly moved into a management position from there.

Michael: Can I follow up on that? You said you started as a Senior Genesys Engineer. So you’ve been on multiple Genesys platforms, correct?

Eric: A long time, yes. I started off on Genesys On-Prem and worked for several different companies as an engineer. When I came to Newfold, I started as an engineer working on Genesys Engage On-Prem, which I did for about a month before moving into management.

Marissa: That’s wonderful. And so, Eric, you’re responsible for contact center support and implementing cloud technology and AI at Newfold. Can you give us a behind-the-scenes look at how the operations are run today?

Eric: We’re a small but mighty global support team, operating nearly 24/5. I run my team in a tiered support model—junior agents handle onboarding, offboarding, and simpler incidents, while senior engineers focus on projects, complex issues, and mentoring. This structure has worked well for us. We migrated to the cloud in phases, onboarding one brand at a time from Genesys Engage to Genesys Cloud. Once all brands were live, we began implementing advanced features like AI. We were early adopters of Agent Assist and Copilot, which have driven success in self-help tools and customer satisfaction surveys. In fact, our AI focus led us to create a new role: telecom AI engineer.

Michael: With everything you’ve worked through migrating to cloud, what were some of your goals and priorities, specifically around telecom and IT infrastructure to support CX for Newfold?

Eric: Our primary goal is zero missed contacts. We currently handle calls and chats—voice and web messaging—and aim to empower agents by giving them the right tools. We’ve automated onboarding via ServiceNow, leveraging tight integration with Genesys. We’re now expanding automation to recurring tasks. Every ticket is owned end-to-end by one engineer who ensures resolution and documentation, which helps prevent future incidents. That’s how we keep achieving zero missed calls.

Marissa: With so many interactions happening digitally now, how has that changed how your team operates?

Eric: We’ve innovated heavily. For example, our CSAT process initially used email, but we built our own CSAT bots, increasing participation from 16% to 35%. We also expanded self-help tools for password resets, account unlocks, and knowledge articles. Additionally, we monitor social media for early customer feedback, even though we don’t yet route those messages through Genesys. Recently, we automated chat transcript delivery—customers can opt to receive a copy instantly via email, saving agents time.

Michael: Customer expectations are always rising across channels. How has that shaped your IT strategy?

Eric: AI is foundational for us—not only in the contact center but across the business. We’re prioritizing AI-driven solutions to enhance both internal efficiency and customer experience.

Marissa: Looking ahead, what’s next in your CX evolution?

Eric: We’re exploring new channels. SMS is ideal for North America but less cost-effective globally, so we plan to use it mainly for outbound campaigns. For international markets, WhatsApp is a major opportunity—especially with Genesys’ new updates. We’ll soon add WhatsApp alongside web messaging and voice as another way for customers to reach us.

Michael: As you expand, has your development strategy changed now that you’re on a cloud platform?

Eric: Some parts are similar, but Genesys Cloud has greatly increased our flexibility. APIs are critical—they enable integrations and real-time data access. For example, we use user APIs to automatically populate agent screens with customer data, saving time. AI development was new to us at first, but our expertise has grown. Since migrating, our incidents have dropped significantly—no server or CPU issues, thanks to being fully cloud-based.

Marissa: You’ve mentioned AI a lot, even creating a dedicated role for it. How does your organization approach AI adoption?

Eric: We take AI seriously across the business. We even launched internal training on how to be “AI smart.” Everyone on my team builds bots and contributes to AI projects—it’s part of our DNA now. Understanding how to use AI responsibly and effectively helps us guide the business toward smarter solutions.

Michael: Was it easy for your developers to adapt to building AI solutions?

Eric: Genesys made it straightforward. The bigger challenge was education—few interns or new hires had learned AI in college. That’s changing fast. Our team members are enthusiastic, learn quickly, and bring new ideas constantly. The toughest part isn’t the tech—it’s getting clear business requirements to apply AI effectively.

Marissa: Finally, based on your journey, what advice would you give others moving to the cloud and improving digital CX?

Eric: Take your time. Planning is crucial—know your goals before you start. Begin simple, then scale. Build reusable flows and standardize early for easier support and growth. Avoid over-complexity—it’s a trap. If you invest properly at the start, your future evolution will be seamless.

Marissa: Eric, thank you so much for joining us today and sharing your expertise and strategies. And thank you to our audience for listening. If you enjoyed this podcast, please subscribe to get future episodes, and visit Genesys.com to learn more about how you can level up your customer experience. Until next time, thank you for listening to Level Up CX Tech.