Motus Commercials accelerates operational efficiency, sales, and CX

Overview: Motus Commercials, the UK's largest independent commercial vehicle group and the world’s leading DAF trucks dealer, faced significant challenges in modernizing its communication systems. By partnering with EfficiencyIT and leveraging the integrated 8x8 platform—including Unified Communications as a Service (UCaaS) and Contact Center as a Service (CCaaS) solutions—Motus reduced call abandonment rates by 74%, improved service levels, and expanded omnichannel capabilities. This transformation not only optimized efficiency and customer engagement but also future-proofed operations through AI-driven automation and seamless system integrations.

"This transformation has not only strengthened our position as an industry leader but also future-proofed our operations to adapt to evolving customer needs."

Jake Blowers

Head of Projects and Innovation, Motus Commercials

Keeping the business world movinglink to this section

Operating across multiple UK locations, Motus Commercials is an automotive powerhouse excelling in sales, parts, and servicing support for DAF trucks. Customers include logistics, haulage and transport operators, building and construction firms, food and retail distributors, and local trades.

Meeting customer business demands requires unbeatable service and seamless communication. Ensuring the right tools are in place to deliver on that brand promise falls under the remit of Jake Blowers, Head of Projects at Motus Commercials.

“A customer might be inquiring about buying or leasing a new truck to add capacity or urgently need a part or service to get one back on the road,” he says. “So, it’s vital we help get their operations and revenue up and running as soon as possible.”

Revenue-impacting comms and operational siloslink to this section

Before moving to 8x8, the company had nine different phone systems supporting its nine regions. Many of the systems were approaching end-of-life and lacked the features necessary to manage high call volumes effectively.

As queue wait times increased, so did abandoned calls and missed sales opportunities. This fragmented communications setup posed a risk to revenue and customer loyalty, and employee satisfaction.

“A customer journey might have multiple touch points involving our sales and service departments and technical specialists,” adds Jake. “Delivering that seamless experience meant moving all employees across 34 locations to a single communications platform. One that kept them connected whether they were at their desk, working remotely, or on the move—with scope to offer more choice about how customers engage with us in the future.”

Best fit for the partner and customerlink to this section

Motus established four strategic pillars (automation, optimization, communication, and self-service) to guide its procurement strategy. It also aimed to expand its communication channels beyond voice to include WhatsApp, SMS, and email to meet evolving customer and employee preferences. 

The 8x8 platform, expertly implemented and managed by trusted partner EfficiencyIT, emerged as the right solution.

"We explored the market and 8x8 was an obvious recommendation and the best fit for Motus,” says Courtenay Mills, Head of Voice and Data at Efficiency IT. “Unlike other suppliers reliant on third-party relationships, 8x8 owned their development stack and were able to embrace both UCaaS and CCaaS requirements in the same platform, which was a huge win for us.”

“The number of reports that you can generate in 8x8 is never ending. Using that data to structure our sales center and improve customer satisfaction ratings has been invaluable.”

Ethan Richards

Regional Sales Center Manager, Motus Commercials

Enhancing omnichannel experience and sales performancelink to this section

Built on 8x8 Work and 8x8® Contact Center, the new cloud platform is driving major gains in communication efficiency, customer satisfaction, and revenue.

With service levels consistently above 90%, Motus has seen a 74% drop in call abandonment, with 85% of calls answered in under 30 seconds—leading to more business opportunities.

Previously, holidays and absences contributed to burnout among staff. That’s no longer the case.

“If someone’s away, the system automatically re-routes their calls to another site in seconds,” says Jake. “We can now intelligently queue calls and offer callbacks, reducing workload and stress, particularly for our service reception team. That’s had a positive impact on employee wellbeing, satisfaction, and retention.”

Omnichannel capabilities have added another dimension to customer engagement. For instance, customers can now send images via SMS or WhatsApp to identify parts instead of explaining them over the phone. This has increased convenience for customers when reporting and attending to truck mechanical issues.

“We want to make sure that we answer calls as quickly as possible, but we also want to give customers as much choice in the way they interact with us as well,” says Jake.

Smarter sales and reporting strategieslink to this section

Motus has also tapped into reporting capabilities within the 8x8 platform to strengthen its sales center and improve customer experience (CX).

“The number of reports that you can generate in 8x8 is never ending,” says Ethan Richards, Regional Sales Center Manager at Motus Commercials. “Using that data to structure our sales center and improve customer satisfaction ratings has been invaluable.”

Added mobility and AI-powered benefitslink to this section

In addition to 8x8 Work and 8x8 Contact Center, Motus is also leveraging 8x8 Engage, 8x8 Secure Pay, Quality Management, and Speech Analytics.

8x8 Engage has been transformative for service personnel who work outside of the contact center and are often away from their desks inspecting vehicles and speaking with workshop controllers and technicians.

“Instead of being tied to their computers, colleagues can now take interactions from their mobile phones while they are out in the workshop.” Says Jake. “This gives them more flexibility and agility, while greatly diminishing missed calls and improving customer experience.”

8x8 Engage users also benefit from 8x8 Conversation IQ. They can easily review their own interactions, while managers and team leads track trends and uncover insights through keyword tracking, sentiment detection, and visual dashboards.

Speech Analytics has also begun to reshape how Motus identifies opportunities and measures agent effectiveness. By analyzing call content, managers gain visibility into customer sentiment, user performance, and trends that might otherwise be missed. This data-driven approach helps reinforce best practices and align behaviors with business goals.

“We’re starting to use Speech Analytics to track whether our teams are promoting the best deals when spare parts become available—helping us improve sales behaviors and share best practices,” Jake explains.

Seamless integrations with Motus’ ERP, Microsoft Power BI, and Barclays ePDQ via 8x8 open APIs have streamlined workflows and improved transparency. Additionally, with 8x8 Secure Pay, customers can complete secure transactions via a link sent through email or SMS—keeping sensitive payment data out of the contact center environment.

“8x8 is reducing friction for our customers and radically changing how we communicate and collaborate,” concludes Jake. “Everything’s more transparent and measurable with real-time insights showing what's going on within our business. This transformation has not only strengthened our position as an industry leader but also future-proofed our operations to adapt to evolving customer needs.”

“We’re starting to use speech analytics to track whether our teams are promoting the best deals when spare parts become available—helping us improve sales behaviors and share best practices.”

Jake Blowers

Head of Projects and Innovation, Motus Commercials

Looking ahead, Motus Commercials plans to introduce 8x8 Intelligent Customer Assistant to act as a digital receptionist, further enhancing the company’s commitment to fast, flexible service. By introducing intelligent automation, Motus will offer 24/7 support, streamline service bookings, and handle common queries without requiring live agent intervention. This next phase of innovation will not only improve efficiency and responsiveness but also empower customers with greater convenience and choice—solidifying Motus’ position as a leader in customer-centric transformation.