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February 18, 2014
Nextiva Aims to Disrupt Virtual PBX
By Susan J. Campbell, TMCnet Contributing Editor
 

When communications are your lifeblood, trusting your connections to the traditional landline seems like the safe way to go. But are you missing key opportunities by assuming virtual PBX is unstable or unnecessary? A look at a video from ITEXPO (News - Alert) suggests this may be the case. Let’s see what provider Nextiva shared and why this matters in today’s corporate environment.

TMCnet’s Rachel Ramsey met with Nextiva’s Thomas Gorny and Ira Feuerstein at ITEXPO to talk about virtual PBX (News - Alert) and what the cloud-based communications company is up to in this space. Their primary focus over the last five years has been to deliver services directly to customers while creating a strategy to expand in this channel. To do so, they are embracing disruption and engaging something better than the typical agent.

Nextiva truly wants to bring virtual PBX to market in a way unlike any other company. They start with their approach – bringing people in as partners and not agents. The company believes agents tend to engage in one-way relationships, something that isn’t conducive to long-term loyalty or helping partners to build their business. When both sides are equally invested in development and growth, both prosper.

While this approach to the channel is new, Nextiva is certainly not new to virtual PBX. The company is currently serving more than 90,000 customers, primarily competing in the organic market. Its growth is largely attributed to the reliability of the platform and the company’s approach to customer service. This latest initiative will give the company the opportunity to expand this platform even further in the market.

To deliver on customer expectations, Nextiva aims to provide a seamless and effortless way to communicate that includes a number of different channels. They support video, audio, Web conferencing, chat and more. Consumers and professionals alike will only use communications if the experience is seamless and meets their expectations in terms of quality and reliability. Nextiva is dedicated to making this a reality, while also delivering on a solution that will scale up or down according to the needs of the business.

So what can we expect to see from Nextiva in the coming year?

“I think as far as from the channel, you’re going to see a program that reflects nothing that anyone else is doing on the market,” shared Ira. “So, things like giving our partners automatic pay increases as they incur more business with us. Things like giving our partners access to our amazing marketing machine within our business and those types of things, so it’s going to be very exciting.”

Stick around and see if the virtual PBX provider reaches its goal.




Edited by Alisen Downey


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