3Shape:
From Fragmented Voice to Unified Global Communications
Consolidating global voice creates a foundation for future growth.
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Solution Areas
Consolidate Voice Providers, Intelligent Caller ID
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Industry
Medical Technology / Dental Software
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Company Size
Enterprise
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Region
Global
3Shape is a global leader in 3D scanning technology and software for the dental industry, with operations spanning more than 30 markets across Europe, APAC, the Americas, and beyond. With over 90% of customer interactions happening over the phone, voice isn't a secondary channel for 3Shape's global support organization; it's the backbone of the entire customer experience.
As 3Shape scaled, so did the complexity of its voice infrastructure. Siloed tools across regions, inconsistent call quality, and limited control over outbound calling were hindering the team. To support its ambitious growth strategy through 2030, the company needed a single, consolidated voice platform that could keep pace.
3Shape partnered with AVOXI to consolidate its global voice operations, migrate to a modern contact center platform, and unlock new capabilities, including intelligent caller ID, that are directly improving customer answer rates and agent efficiency.
The transformation delivered immediate operational improvements while positioning 3Shape for long-term growth.
Markets Consolidated
Unified voice operations under one centrally managed global platform.
Voice-Based Customer Contacts
Consistent call quality across the organization's primary customer channel.
Growth Strategy Enabled
Infrastructure built to support long-term expansion and innovation.
The Challenge: A Voice Infrastructure That Couldn't Keep Up
David Walker, Manager of Global Support Platforms and Processes at 3Shape, joined the company eight months before the migration, stepping into a role at the intersection of IT and support operations. What he found was a voice environment struggling under the weight of global scale.
Siloed Tooling Across Regions
Different locations were running different tools, creating a fragmented experience for agents and making it difficult for a centralized team to manage voice operations. The goal of a standardized, consistent support experience across 30+ markets was out of reach.
Call Quality Issues Customers Couldn't Ignore
Voice represents more than 90% of 3Shape's inbound contact volume, a significantly higher share than most support organizations. When call quality degraded in certain countries, customers noticed. In certain geographies, the feedback was consistent and frequent, and the team couldn't identify a clear resolution path with their existing provider.
It is absolutely critical that when we do engage and interact with our customers, the quality of the calls is very high. We started to see it was somewhat sporadic. In one country, we had problems, and we just weren't able to resolve them.
David Walker Manager of Global Support Platforms and Processes
Limited Control and Feature Gaps
Beyond quality, the previous provider offered limited flexibility. Features the team knew they would need, including more sophisticated outbound calling controls, weren't available. The inability to move quickly from idea to action was a recurring frustration.
A Global Rollout With Real Regulatory Complexity
As 3Shape confirmed consolidation was the right move, a new challenge emerged: obtaining numbers across APAC and Europe proved far more complex than anticipated. Requirements varied significantly by country, documentation had to be sourced from regional business leaders across the organization, and the team lacked internal expertise to manage carrier-level compliance at scale.
The requirements for obtaining numbers in APAC and some European regions were a lot stricter than we'd anticipated. And working with AVOXI during that period really simplified that process for us.
David WalkerManager of Global Support Platforms and Processes
The Solution: One Platform, Global Coverage, Intelligent Outbound Calling
3Shape partnered with AVOXI to consolidate its global voice infrastructure into a single, centrally managed platform, while simultaneously migrating to a modern contact center environment across more than 30 markets.
True Global Consolidation
From the outset, 3Shape's goal was clear: consolidate the entire voice setup into a single tool that could be managed by a central team. AVOXI's global number coverage, spanning 150+ countries and backed by local regulatory expertise, made that consolidation possible, including in markets where the previous provider had been unable to deliver numbers at all.
Hands-On Migration Support
The migration spanned a multi-language, multi-skilled European operation, as well as APAC and other global markets, all on a compressed timeline. AVOXI's team worked closely with 3Shape throughout, helping to navigate carrier documentation requirements, coordinate with regional business leaders, and keep the project on schedule.
Without AVOXI, at that point in time, we certainly wouldn't have made the projected timeline for the project.
David Walker Manager of Global Support Platforms and Processes
Intelligent Caller ID + TrueLocal Numbers
One of the most impactful capabilities 3Shape gained post-migration was AVOXI's intelligent caller ID technology. With agents supporting multiple countries and languages across Europe, outbound calls were being placed from numbers that didn't match the destination country, creating two problems: customers weren't answering, and when they did, call quality suffered.
"If I am a Swedish customer and somebody's calling me from a Dutch number, I wouldn't answer it," Walker explained. "What AVOXI is doing for us is selecting the number based on the country that's being called. That solves the quality issue, solves the trust issue, and it also solves the challenge of having to have one extra manual click."
Agents now place outbound calls from a single, consistent number in the UI, while AVOXI automatically presents the appropriate local caller ID to the customer. The result: higher answer rates, better call quality, and reduced agent friction, all in one.
The Impact: A Platform Built for the Future
Six months post-migration, the results are already significant. But for Walker and the 3Shape team, the transformation isn't just about solving yesterday's problems. It's about unlocking what comes next.
Operational Improvements
- Consolidated voice operations across more than 30 global markets into a single, centrally managed platform, giving support teams greater visibility, consistency, and control.
- Improved the experience behind more than 90% of customer interactions by delivering more consistent call quality across global support operations.
- Increased outbound answer rates with intelligent caller ID that automatically presents local phone numbers based on the country being called.
- Reduced agent effort by eliminating manual number selection for outbound calls while creating a more seamless customer experience.
- Accelerated future innovation by giving the team the flexibility to test new routing strategies, expand into additional channels, and selectively introduce AI capabilities.
From Pain Points to Forward Momentum
With the quality and operational issues resolved, Walker's team can now focus on advancing their customer experience strategy rather than fighting infrastructure fires.
"What this setup has done is taken those pain points away and allowed us to focus on moving forward," Walker said.
Consolidation also gave the team something they'd been missing: the speed to experiment. With a single, centrally managed platform, the support organization can now test new routing logic, segment customers by service tier, and pilot new approaches without navigating a fragmented landscape of tools and teams.
A Foundation for Channel Expansion
The migration has opened the door to capabilities that weren't feasible before. 3Shape is actively exploring messaging channels and social listening to give customers more ways to engage and plans to selectively introduce AI for straightforward request resolution, targeting roughly 5-10% of volume as an initial goal.
"This migration has been an enabler for us," Walker said. "We've been able to plan much further ahead with our channel strategy. These are the doors that have opened with this recent migration."
Extending the Platform Across the Business
Looking ahead, Walker sees AVOXI's platform scaling beyond the customer support organization to serve sales teams, customer success managers, and other functions across 3Shape. The vision: a fully connected communication experience across every customer-facing team.
Advice for Organizations Planning a Similar Migration
When asked what he'd tell peers at similar global organizations heading into a migration like this, Walker offered two pieces of advice:
- Select the right partners. The complexity of global voice, from regulatory requirements to carrier negotiations, demands a partner with real expertise and genuine support resources.
- Get hands-on with the architecture. Even with non-technical backgrounds, teams that immerse themselves in understanding how the platform works during implementation are far better positioned to manage and evolve it after go-live.
"Actually being as hands-on as possible from start to end, not because of the migration itself, but because of post-migration and being able to support the organization once everything has been completed, that would be my biggest recommendation."
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