Key Takeaways
- The problem was reputational: X2Com’s previous softphone drew negative feedback from partners and end users, putting its minimum 8+ rating policy at risk.
- Off-the-shelf wasn’t enough: X2Com needed an app that could scale and be customized around its partners’ expectations.
- Seven targeted customizations closed the gaps: From GDPR-ready profile deletion to ecosystem-branded phonebooks and voicemail push alerts.
- Ratings recovered: The customized app stabilized X2Com’s ratings above its 8+ benchmark and strengthened its standing in the Dutch and Belgian SME markets.
X2Com, a telecom and cloud communication provider serving SMEs across the Netherlands and Belgium, replaced a poorly rated softphone with a customized white-label app built on Tragofone. Tragofone implemented seven customizations around X2Com’s partner ecosystem, and the new app restored its ratings above the 8+ benchmark X2Com requires of every product it offers.
For a provider that sells through partners, the mobile app is where reputation is won or lost. This is how X2Com protected its reputation, and what other service providers can take from it.
X2Com at a Glance
| Item | Detail |
|---|
| Customer | X2Com |
| Markets | Netherlands and Belgium |
| Industry | Telecom and cloud communication |
| Services | VoIP, mobile, internet and cloud-based PBX |
| Customers served | Small and medium-sized enterprises, through a partner network |
| Challenge | Negative feedback and functionality gaps in the existing softphone |
| Quality policy | Minimum 8+ rating for any product or service |
| Solution | Customized white-label softphone built on Tragofone (desktop and mobile) |
| Customizations | Seven, covering presence, compliance, interface, branding, notifications, integration and directory access |
| Outcome | Ratings stabilized above the 8+ benchmark; stronger reputation in Dutch and Belgian SME markets |
Who is X2Com?
X2Com is a telecom and cloud communication provider operating across the Netherlands and Belgium. Through a strong partner network, it delivers VoIP, mobile, internet and cloud-based PBX solutions tailored to small and medium-sized enterprises.
X2Com’s brand is built on reliable service and consistent communication. That puts unusual weight on the mobile app: in a market with no shortage of business VoIP apps, it is the part of the service partners and their customers interact with every day.
Why X2Com’s Previous Softphone Put Its Reputation at Risk
X2Com’s existing softphone had started drawing negative feedback from both partners and end users. Clients reported that it could not meet their needs, and functionality gaps kept surfacing.
What made it serious:
- A firm quality bar. X2Com’s internal policy requires a minimum 8+ rating for any product or service it offers.
- Falling ratings. As feedback turned negative, the app’s ratings declined toward that threshold.
- Partner exposure. Every unhappy end user reflected on the partners who sold X2Com’s services, not just on X2Com.
X2Com needed more than a fix. It needed a softphone that could scale with its business and offer the flexibility to customize around its clients’ expectations. Declining ratings and recurring feature gaps are two of the clearest signs it’s time to replace a white-label softphone.
Why X2Com Chose Tragofone
X2Com evaluated several solutions before choosing Tragofone. Two factors decided it:
- Robust VoIP softphone capabilities that met X2Com’s baseline requirements out of the box
- A willingness to take on custom development, so X2Com’s own requirements could be built into the app rather than worked around
That second factor is what separates a branded app from a true white-label softphone partnership. Tragofone worked closely with X2Com’s team to replicate the features its partners already relied on, then implemented the specific customizations its ecosystem required. Our guide to custom softphone apps explains when this level of tailoring pays off.
“They delivered exactly what we needed, including tailored features that integrate seamlessly into our operations.”
Omar Iqbal, Head of Technology, X2Com
The 7 Customizations Tragofone Built for X2Com
Each customization closed a specific gap between a standard softphone and what X2Com’s partners and their customers expected. Together, they turned a generic app into one that fits X2Com’s ecosystem.
| # | Customization | What it does | Why it matters |
|---|
| 1 | Profile picture, status and status text sync | Keeps each user’s photo, presence status and status message in sync across colleagues | Teams see who is available at a glance, which cuts wasted calls |
| 2 | Delete customer profiles and all related data | Lets customer profiles and every piece of associated information be removed | Supports compliance with GDPR and data protection policies |
| 3 | Hidden caller ID dropdown | Removes the caller ID selector from the calling screen | Simplifies the interface for users who don’t need the option |
| 4 | “ClearVox Phonebook” naming | Renames the Enterprise Phonebook to ClearVox Phonebook on the apps | Reflects X2Com’s ecosystem branding throughout the experience |
| 5 | Custom API for voicemail push notifications | Sends timely alerts when a new voicemail arrives | Users act on messages quickly instead of discovering them late |
| 6 | “Tragofone” User-Agent for My Account and Custom Links | Identifies the app consistently in HTTP requests from these sections | Makes integration with X2Com’s back-end systems smoother |
| 7 | LDAP filter customization per user or profile | Applies directory filters at the individual user or profile level | Gives precise control over who sees which directory entries |
What These Customizations Have in Common
None of them is a headline feature on its own. Their value is in the fit:
- Compliance built in, not bolted on. Profile deletion gives X2Com a direct answer to data protection requests, a growing expectation in European markets, and it reinforces the security and privacy standards business customers now ask about.
- Branding that goes beyond the logo. Renaming the phonebook to ClearVox keeps X2Com’s ecosystem language consistent inside the app.
- Alerts users can trust. A dedicated API for voicemail alerts builds on Tragofone’s VoIP push notification architecture, so messages don’t go unnoticed.
- Integration and control at the edges. Consistent User-Agent identification and per-profile LDAP filters let the app work cleanly with X2Com’s existing systems and directories.
Need a Softphone Built Around Your Ecosystem?
Your partners shouldn’t have to adapt to your app. Your app should adapt to them.
Tragofone builds fully branded softphones for desktop and mobile, with the custom development service providers need to match their partners’ and customers’ expectations.
Which Customizations Does Your Softphone Need?
Select the gaps your users report today. Each one maps to a customization X2Com put in place.
| If your users say… | X2Com’s answer |
|---|
| “I can’t tell who’s available.” | Profile picture, status and status text sync |
| “We need to delete a customer’s data on request.” | Full profile and data deletion for GDPR compliance |
| “The calling screen is cluttered.” | Hidden caller ID dropdown |
| “The app doesn’t feel like our brand.” | Ecosystem-branded naming, such as ClearVox Phonebook |
| “I didn’t see that voicemail until hours later.” | Custom API for voicemail push notifications |
| “It doesn’t connect cleanly to our systems.” | Consistent User-Agent identification for integration |
| “Everyone sees the whole directory.” | LDAP filters per user or profile |
What Results Did X2Com See?
The move to Tragofone significantly improved the end-user experience and brought X2Com’s app ratings back above its required 8+ benchmark.
| Before Tragofone | After Tragofone |
|---|
| Negative feedback from partners and end users | Client concerns resolved and user experience significantly improved |
| Ratings declining toward the 8+ minimum | Ratings stabilized above the 8+ benchmark |
| Functionality gaps users kept reporting | Seven customizations built around partners’ needs |
| A generic app with limited room to adapt | Stronger branding and usability for partners |
| Uncertain fit for future growth | A softphone positioned for scalable growth |
The gains reached beyond the app itself. With a softphone that reflects its standards, X2Com strengthened its reputation for reliable, user-centric telecom services in the Dutch and Belgian SME markets.
“The product is of outstanding quality, reliable, intuitive, and clearly appreciated by our customers.”
Omar Iqbal, Head of Technology, X2Com
What Other Service Providers Can Learn From X2Com
X2Com’s experience points to three lessons for any provider that sells communication services through partners:
- Treat app ratings as a business metric. X2Com’s 8+ policy turned user sentiment into a number it could act on. Without it, the decline might have gone unaddressed until partners started leaving.
- Customization is a differentiator, not a luxury. Small changes, such as a branded phonebook or a cleaner calling screen, are what make an app feel like yours. For UCaaS providers, that fit is often what separates you from the next offer.
- Choose a partner, not just a product. X2Com’s deciding factor was a vendor willing to build what it needed. That matters most when your requirements grow after launch.
The same principles apply on every device. X2Com’s customized app runs on both mobile and desktop, so partners get a consistent experience wherever their customers work.
A Customized White-Label Softphone Protects the Reputation You’ve Built
X2Com didn’t have a calling problem. It had a fit problem: an app that couldn’t keep up with what its partners and their customers expected. Fixing that took a softphone built around its ecosystem, not a generic one with a new logo.
“Support has been excellent, and it’s rare to find a development partner that combines strong technology with genuine customer focus.” Omar Iqbal, Head of Technology, X2Com
Download the full X2Com case study, or explore more provider outcomes on our case studies page.
See what a softphone customized for your partners could look like.
FAQs About X2Com’s Customized Softphone
What softphone does X2Com use?
X2Com uses a customized white-label softphone built on Tragofone, available on desktop and mobile.
Why did X2Com replace its previous softphone?
Its previous app drew negative feedback from partners and end users, had functionality gaps, and saw declining ratings that threatened X2Com’s policy of a minimum 8+ rating for every product or service.
Why did X2Com choose Tragofone?
After evaluating several solutions, X2Com chose Tragofone for its robust VoIP softphone capabilities and its willingness to accommodate custom development.
Which customizations did Tragofone build for X2Com?
Seven: profile picture and status sync, GDPR-ready profile deletion, a hidden caller ID dropdown, ClearVox Phonebook naming, a custom API for voicemail push notifications, a consistent “Tragofone” User-Agent for integration, and per-user or per-profile LDAP filters.
Can a white-label softphone support GDPR requirements?
Yes. For X2Com, Tragofone added an option to delete customer profiles and all related information, supporting compliance with GDPR and data protection policies.
What results did X2Com achieve?
X2Com resolved client concerns, significantly improved the end-user experience, and stabilized its app ratings above the required 8+ benchmark, strengthening its reputation in the Dutch and Belgian SME markets.
Who is X2Com?
X2Com is a telecom and cloud communication provider serving SMEs across the Netherlands and Belgium with VoIP, mobile, internet and cloud-based PBX solutions, delivered through a partner network.
