If you’re a UCaaS reseller today, here’s the truth: features alone won’t win the deal. Customers expect reliability, integrations, and ROI—but what really makes you stand out is how you shape the customer experience (CX). In fact, partners who lead with CX not only close more deals, they also increase retention, expand accounts, and position themselves as strategic advisors instead of just another vendor.
In this blog, we’ll break down why CX is the new competitive edge for UCaaS resellers, what tools and strategies make it possible, and how partners using solutions like Xima CCaaS through RingLogix are turning CX into long-term growth.
Customer experience drives deal velocity and long-term stickiness.
UCaaS + CCaaS integrations (like Xima) open bigger revenue opportunities.
AI-powered tools (speech analytics, sentiment tracking, messaging bots) transform service delivery.
Leading with CX positions you above price wars and commoditized features.
The UCaaS market is crowded. Competing on price or dial tone isn’t a winning strategy anymore. What sets you apart is how your solution makes customers feel when they interact with your business.
As Jon Florence, SVP of Industry Solutions at Xima, put it during our recent webinar:
“When you win the contact center, you get five times the spend of that contact center on all other services. It makes you unbelievably sticky.”
That “stickiness” is gold. It’s what transforms a single-seat deal into a long-term relationship where you can cross-sell, upsell, and build recurring revenue.
So how do UCaaS resellers move beyond voice and position themselves as customer experience experts?
1. Add CCaaS capabilities.
UCaaS may handle the basics, but CX is about meeting customers where they are—phone, SMS, web chat, email, WhatsApp, and even Teams. With Xima’s omni-channel licenses, you can deliver that without forcing your customer into a costly enterprise solution.
2. Highlight AI-powered tools.
Speech analytics, sentiment analysis, and AI messaging bots aren’t just buzzwords—they’re ROI drivers. Florence explained it like this:
“The ROI on speech analytics is massive. If it saves an agent one minute per call, that’s 16 extra workdays a year. That’s a 300% ROI.”
For UCaaS resellers, being able to tie CX features directly to ROI makes conversations about price much easier.
3. Show the ease of integration.
A big concern for customers is complexity. Many fear that adding contact center features means ripping and replacing what they already use. With Xima through RingLogix, that fear disappears. As Florence explained:
“You don’t have to port numbers. Everything still comes through the platform. It feels like a single cohesive system.”
That simplicity not only wins the deal, it reduces churn down the road.
Jaime Norris, Partner Success at RingLogix, hears it firsthand from MSPs:
“This is a big reason why we wanted Xima as a partner. They handle their own pre-sales and post-sales support, which means partners don’t have to become contact center experts overnight. They can focus on building relationships and let us—and Xima—back them up.”
For UCaaS resellers, that means you can confidently expand your offering without overloading your team.
If you want to stand out as a UCaaS reseller, don’t start by asking about their “phone system.” Instead, ask about their customer interactions:
Who handles your customer communications?
Do you track sentiment or call outcomes today?
How do you manage abandoned calls or long hold times?
These open the door to talking about customer experience—and from there, you can introduce the CX tools that UCaaS + CCaaS bring to the table.
If you want to stand out as a UCaaS reseller, don’t start by asking about their “phone system.” Instead, ask about their customer interactions:
Who handles your customer communications?
Do you track sentiment or call outcomes today?
How do you manage abandoned calls or long hold times?
These open the door to talking about customer experience—and from there, you can introduce the CX tools that UCaaS + CCaaS bring to the table.
See the full discussion with Xima and RingLogix here: Watch on YouTube