Intelligent CX platform Five9 published its 2025 Business Leaders Customer Experience Report. This document extended analysis of CX trends shaping how global business leaders create more enduring CX. It is based on a survey of over 400 senior business decision-makers across the U.S., U.K. and Canada.
“Customer experience has become the defining battleground for brand loyalty,” said Niki Hall, CMO, Five9. “As consumer expectations rise and patience vanish, delivering fast answers isn’t enough. Businesses must create experiences that feel effortless, personal and deeply human. This is a wake-up call for leaders – AI may be the foundation, but it’s how we blend technology with human understanding that truly sets businesses apart.”
The findings revealed that success hinges on adopting AI technology and aligning it with trust, human understanding, and seamless integration. Of note, 40 percent of consumers stated they would stop doing business with a company after one bad experience, pointing to a path forward that is human by design, intelligent at scale and relentlessly focused on what customers value.
Key insight included:
- 81 percent of businesses have implemented AI in their contact centers, with 78 percent saying it met/exceeded expectations.
- 74 percent of customers prefer the phone, while many businesses overestimate the role of social media and messaging in critical moments.
- Customers favor accuracy (66 percent) and fast resolution (60 percent) over 24×7 availability.
- 88 percent of companies increased their focus on the agent experience through tools such as shift flexibility, expert access and real-time AI support.
- While 52 percent of business decision makers believe 24×7 self-service is essential, just 33 percent of customers agree. Meanwhile, 60 percent of customers cite wait time as a top frustration – compared to just 48 percent of business decision makers.
