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anticipated savings per year
increase in customer satisfaction
gain in employee productivity
Overview: PrimeSource Building Products Ltd and Dimora Brands are empowering hybrid teams and transforming customer experience with the 8x8 integrated CX platform—combining 8x8 Work, 8x8 Contact Center, 8x8 AI Studio, 8x8 Workforce Management, and 8x8 Quality Management for seamless, scalable communication. The company benefits from a unified user experience and support platform that enhances sales, service, and productivity with widespread KPI improvements.
“When we started getting into the actual cost savings, we learned that we were going to save up to almost $100,000 a year, being able to utilize the agent built with AI Studio to field a lot of customer questions. That saves our technicians time they can put towards higher-value work."
Genelle Chamberlain
IT Manager, PrimeSource and Dimora Brands
A one-stop B2B distribution hub, PrimeSource and Dimora Brands offer professional contractors, home remodelers, construction companies, and retailers fastening solutions, building materials, outdoor living products, and more.
Driven by organic growth and acquisitions, the company has expanded rapidly and today encompasses close to 25 brands across multiple U.S. cities. Its competitive advantage shared across those brands includes worldwide sourcing capabilities, national fulfilment centers, and fast, reliable logistics.
Effective business communications keeps everything on track, a responsibility led by IT manager, Genelle Chamberlain and her dedicated Helpdesk team. As a military spouse who has relocated multiple times, Genelle understands firsthand the importance of flexibility in her professional life. Cloud-based communications not only enable her to keep working regardless of location, but also help her company retain valuable knowledge and experience. That same appreciation for adaptability shapes the way she leads her team.
“I love fixing problems,” she says. “When one of our internal customers reaches out with a frustration, it’s our job to listen and resolve their issues promptly—whether they work in sales, finance, a contact center, a warehouse, or are on the road driving a delivery truck.”
The journey to 8x8 and a single cloud-based unified communications and contact center platform began several years ago.
“Back then, with our dedicated Avaya PBX, people occasionally worked from home but tended not to take calls,” recalls Genelle. “They could only forward calls to a cell or home phone, which often resulted in spotty service quality. Scalability was another challenge we needed to solve, especially as we anticipated acquiring more businesses. Also, we wanted to reduce IT management costs and effort.”
Key features like direct extension dialing, seamless call transfers, and support for employees in various locations and time zones made 8x8 the right choice.
“The pandemic hit shortly after we transitioned to 8x8 Work and Contact Center,” adds Genelle. “Had we been on our previous on-premises setup, we would have been stuck. Fortunately, we quickly pivoted to a hybrid working model, and 8x8 definitely saved us in that regard. The interface is very intuitive, enabling new starters to hit the ground running.”
In addition to desktop and mobile softphones, the 8x8 platform unifies callbacks, text messaging, internal chat, fax-to-email conversion (eliminating fax servers), and analytics—all within a consistent user experience.
These advantages enable PrimeSource and Dimora to preserve its strong customer focus.
“Even though we’ve grown significantly, we still behave and operate like a small company,” says Genelle. “We rely heavily on 8x8 to maintain strong personal relationships with our customers. Offering the option of a callback is incredibly helpful. Also, if a customer encounters a problem, they can simply text us a photo, and our agents can guide them through the process.”
With the 8x8 auto attendant feature, users can easily create ring groups and customize messages to assist with calls quickly, even after business hours or during holidays.
"We rely heavily on 8x8 to maintain strong personal relationships with our customers. Offering the option of a callback is incredibly helpful. Also, if a customer encounters a problem, they can simply text us a photo, and our agents can guide them through the process."
Genelle Chamberlain
IT Manager, PrimeSource and Dimora Brands
The PrimeSource and Dimora Brands helpdesk team was losing close to 80 hours a week to a familiar but costly problem: repetitive fact-finding on Freshworks support tickets. Every new case triggered the same round of back-and-forth questions before a technician could get to work. When Genelle calculated the payroll cost, the number was stark—approximately $100,000 a year in wasted hours.
8x8 AI Studio offered a way to fix it. Powered by Claude under the hood, it was already familiar territory for a team that had experimented with ChatGPT and Microsoft Copilot. Setup was frictionless: 8x8 activated the feature within the application library, and configuring the AI agent—setting prompts, assigning channels, defining guardrails—was straightforward from day one.
"The process of implementing AI Studio into what our needs were was super easy to overcome," says Genelle. "It's not just a one-trick pony because it can be used in multiple areas. You give it prompts, you're able to set your boundaries really clearly."
Today, 8x8 AI Studio is deployed across multiple channels at PrimeSource and Dimora Brands. It pre-screens incoming helpdesk tickets, gathering the information technicians need before they touch a case. It can scrub data to identify whether an issue is part of an ongoing ticket, flag duplicates, and automatically escalate priority cases. It also routes customer calls, handles web chat and SMS inquiries, answers common questions like order status and delivery tracking, and funnels emails to the right teams.
"The process of implementing AI Studio into what our needs were was super easy to overcome. It's not just a one-trick pony because it can be used in multiple areas. You give it prompts, you're able to set your boundaries really clearly."
Genelle Chamberlain
IT Manager, PrimeSource and Dimora Brands
When it came to making the case to leadership, the ROI did the talking. "When we started getting into the actual cost savings, we learned that we were going to save up to almost $100,000 a year, being able to utilize the agent built with AI Studio to field a lot of customer questions," says Genelle. "That saves our technicians time they can put towards higher-value work."
Genelle has also been able to save time with AI Studio in her own daily work. "I was tasked to pull usage reports for an entire site—a task that would have taken days to compile manually across both our unified communications and contact center platforms. But with AI Studio, I was able to knock it out in an afternoon and have it ready to present well before the requested deadline," says Genelle.
Before implementing 8x8 Workforce Management, PrimeSource and Dimora Brands supervisors were flying blind on staffing. They relied on Excel spreadsheets and guesswork to plan coverage levels, with no reliable way to match agent availability to call volume. The outcome was predictable: calls would arrive and no one would be there to answer them, driving up abandonment rates and damaging SLAs.
"We knew we had a gap when it came to scheduling and forecasting our employees to be on the phones at certain times," says Genelle. "We had nothing that would bridge that gap."
When 8x8 released Workforce Management as part of their license offering, the decision was easy. Implementation was equally painless—the team contacted 8x8, requested the licenses, and the feature was switched on. No downloads, no installations; it appeared directly in the application library.
"Now leaders gain the insight to forecast demand, optimize schedules, and ensure every shift has the right amount of coverage. We found the call abandonment rate has dropped and our customer satisfaction has soared. We really believe it's because we have the right number of people in the right place at the right time."
Building on this successful partnership, PrimeSource and Dimora Brands continue to migrate more brands to 8x8. The latest phase onboarded around 700 users with the added benefits of CRM system integration.
“The 8x8 migration and professional services teams were fantastic, resolving issues and customizing our Salesforce integration to align with internal reporting needs,” said Genelle. “Now, when handling a call, our agents instantly see the customer’s buying history, receive prompts to better target offers, and save time updating after-call records.”
Outbound calls have improved, too. Customers used to hear automated messages and usually hang up. Now, Dimora sales teams casually mention that the call is being monitored and recorded for quality assurance purposes before introducing the product.
Additionally, it’s much easier for supervisors to go back and check compliance requirements are being met. With 8x8 Analytics, they can track key activities, such as how long agents spend handling and wrapping up calls, and whether they are taking the correct breaks.
Quality management has been similarly transformed. Where supervisors once downloaded entire call logs and manually listened through random samples to check compliance and pull KPIs, they can now search by keyword, scan transcriptions, and review interactions directly. This has resulted in a 95% time savings for supervisors, cutting what once took 10 hours down to just 20-30 minutes. Call sentiment, discussion content, and key phrase tracking are now standard tools, and when it comes to agent evaluations, supervisors can pull call snippets directly to review with their teams.
“Now, when handling a call, our agents instantly see the customer’s buying history, receive prompts to better target offers, and save time updating after-call records.”
Genelle Chamberlain
IT Manager, PrimeSource and Dimora Brands
The results experienced by PrimeSource are impressive, confirming an 83% reduction in call queue time, a 25% drop in average handle time, and a 20% decrease in overall costs due to IT consolidation and increased efficiency. These improvements have driven a 42% rise in customer satisfaction and a 34% increase in employee productivity, positively impacting revenue.
“Hybrid working has been incredibly beneficial for us,” adds Genelle. “Supervisors no longer have to be physically on-site and appreciate having dashboards available on their mobile devices while on the move or working remotely. Our truck drivers also use tablets with the 8x8 mobile app, avoiding large cell phone bills.”
Now, supervisors can pull back close to a full year of call volume data and drill down to 15-minute increments to pinpoint exactly when extra coverage is needed. When a promotion is about to drop, they can proactively schedule additional agents for the peak window. Agents, meanwhile, now get meaningful advance notice of schedule changes—no more last-minute "can you stay late tonight?" calls.
"Since we've implemented Workforce Management, our supervisors have been really happy," says Genelle. "They're able to see granulated data—how many calls are coming in per hour, per quarter hour—and find out when to adjust break schedules. They have evidence to back up their decisions now, not just instinct."
The impact extends into resource planning and budgeting. Where hiring decisions were once based on guesswork, supervisors now have concrete data to justify staffing levels. Agents feel less overworked, and the business can plan with confidence.
"Now leaders gain the insight to forecast demand, optimize schedules, and ensure every shift has the right amount of coverage. We found the call abandonment rate has dropped and our customer satisfaction has soared. We really believe it's because we have the right number of people in the right place at the right time."
Genelle Chamberlain
IT Manager, PrimeSource and Dimora Brands
With omnichannel capabilities—web chat, SMS, and one-way video elevation—now embedded across the business, the PrimeSource and Dimora Brands team is turning its attention to the next wave of improvements. Genelle's team has embraced the full breadth of the 8x8 platform, including support for French-speaking customers following a recent business acquisition in Quebec.
“Our 8x8 team constantly brings new ideas of how we can improve efficiency,” says Genelle. “I enjoy sitting on panels, beta testing, and seeing 8x8 implement our feedback.”
Upcoming plans include continuing to expand the use of 8x8 AI Studio across more departments and uncovering even deeper customer insights as the team grows into the full capabilities of the platform.
"Now that we have these additional tools in our toolkit, I really feel like the sky's the limit when it comes to capabilities and possibilities that we're able to do with 8x8," says Genelle. "They've provided us with so many resources and tools that we can improve our customer satisfaction as well as our employee satisfaction."
In the past, each move often meant leaving an employer behind and starting over somewhere new. But with 8x8, Genelle was able to keep working remotely without disruption, continuing to grow her career while contributing to PrimeSource and Dimora’s success. For her, it was a personal win—and for the organization, it meant retaining valuable knowledge and avoiding the cost of recruiting and retraining.
“As a military spouse, I've relocated four times since I've worked here,” concludes Genelle. “Being able to continue in my role is massive. And it helps the company retain valuable talent and knowledge too.”
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