New Five9 Research Reveals Balancing AI with Human Connection is Key to Winning Customer Experience

Five9 , provider of the Intelligent CX Platform, released its 2025 Customer Experience Report offering insights into the evolving expectations of global consumers and the strategies businesses can use to thrive in the era of The New CX. The report, which surveyed over 1,000 consumers across the US, UK, and Canada, uncovers the biggest opportunities in CX , including how AI is now an expectation for consumers with 72% open to AI-powered interactions, and 54% viewing GenAI as key to better customer experiences.

“Customer expectations are evolving faster than ever, redefining what great experiences look like. To succeed, organizations must prioritize their customers and use AI-driven technologies to deliver faster, more intelligent and personalized service”

“Customer expectations are evolving faster than ever, redefining what great experiences look like. To succeed, organizations must prioritize their customers and use AI-driven technologies to deliver faster, more intelligent and personalized service,” said Niki Hall, Chief Marketing Officer, Five9. “Businesses that embrace this transformation aren’t just improving service, they’re building trust, fostering loyalty, and turning every customer interaction into a moment of joy and lasting connection.”

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This year’s report uncovered key trends, including:

Consumers Demand CX Flexibility:

• Businesses must meet consumers where they are with anytime-anywhere support. More than ever, it’s necessary for businesses to offer seamless omnichannel experiences.
• 59% of respondents indicated their preferred service channel depends on the situation, with 60% saying short wait times are critical.
• 86% of consumers will explore self-service options before reaching out to support.

AI’s Transformative Role and the Need for Trust:

• Consumers want to use AI-powered interactions and self-service tools, but they need reassurance from businesses that these interactions are correct. To foster trust, companies must prioritize accuracy, intuitive design, and seamless user experiences.
• 72% of consumers are open to AI-powered interactions, provided they can escalate to a human when needed.
• 59% of consumers prefer an instant AI chatbot over waiting for a live agent.
• Over half of respondents (54%) expect generative AI to improve how companies serve their customers.

The Enduring Value of Human Connection:

• Human connection is crucial, with 86% of respondents indicating it matters more than a quick response.
• A majority of consumers (56%) still prefer phone support for general issues, and this jumps to 74% for complex or urgent matters.
• Voice interactions remain the top choice across all regions and generations.

Poor Customer Service Has High Business Costs:

• Brands need to have the right AI tools in place to anticipate consumer needs, respond quickly, and take a personalized approach or risk damaging the relationship for good.
• 40% of consumers will stop doing business with a company after just one bad experience, and 95% say they tell someone about a negative experience.
• Consumers cited long hold times, being forced to use non-preferred channels, and inconsistent handoffs as top frustrations.