Key Takeaways
AI integration focus. 81% of businesses have implemented AI in contact centers.Customer expectations gap. Leaders misjudge priorities like self-service and wait times.CX leader impact. Senior executives must align technology with trust to retain customers.
Five9 released its 2025 Business Leaders Customer Experience Report on May 29, 2025. The study, based on a survey of over 400 senior business decision-makers across the US, UK and Canada, examines how organizations are adapting customer experience strategies in an increasingly digital landscape.
The research highlights a critical finding: while AI adoption in contact centers is widespread, success depends on balancing technology with human elements. According to company officials, 40% of consumers would stop doing business with a company after just one negative experience.
Who Does This Research Impact?
Enterprise contact center leadersCustomer experience executivesIT decision-makers in mid-to-large organizations
AI Transformation in Customer Experience
Artificial intelligence has fundamentally transformed customer experience management, with businesses racing to implement AI solutions that balance automation with human-centered service.
Five9, a contact center solutions provider with over 3,000 customers globally, operates in a market where AI adoption is accelerating rapidly. Companies across industries are using AI to better understand and serve clients through automated support systems. In retail specifically, AI is being deployed to enhance customer experiences across brick-and-mortar and ecommerce channels, improving personalization and sales outcomes. Major enterprise vendors have recognized this shift, with Oracle extending AI capabilities within its CX cloud to help front-office employees better target and engage customers.
The stakes for getting customer experience right remain high. According to industry experts, CX metrics are “the backbone of understanding how customers feel about every touchpoint with a business” and directly drive company success. AI has been “flipping the script” on these metrics by enabling deeper data analysis that fuels strategies to boost satisfaction and loyalty.
Customer experience has become the defining battleground for brand loyalty. 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.
– Niki Hall
Chief Marketing Officer, Five9
Key CX Findings & Trends
CapabilityDescriptionAI Adoption81% of businesses have implemented AI in contact centers
Voice Preference74% of customers prefer phone for high-stakes interactionsSelf-Service PrioritiesCustomers value accuracy (66%) over 24/7 availability
Agent Experience
88% of companies increased focus on agent support tools
Perception Gaps
Leaders often misjudge what customers actually want
Five9 Background
Founded in 2001 in California, this company provides cloud-based contact center solutions to enterprise and mid-market customer service leaders. It is publicly traded on the NASDAQ under the symbol FIVN.
Product Portfolio
Its core offerings include cloud contact center software that supports voice, chat, email and social channels. The platform features AI-driven automation, workforce optimization and analytics to improve agent productivity and customer experience. Integration with customer relationship management (CRM) systems and other business tools is available.
Market Position
The company serves organizations in industries such as retail, healthcare and financial services that require scalable, reliable customer engagement platforms. Its typical customers range from mid-sized businesses to large enterprises. It competes with other cloud contact center providers in the software as a service (SaaS) market, focusing on digital transformation and operational efficiency for customer service operations.
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