Customer Experience (CX) is no longer a soft differentiator it’s the front line of brand loyalty. As businesses enter 2025, rapid technological advancements, shifting customer expectations, and operational complexities are reshaping the CX landscape. The Five9 “2025 Business Leaders CX Report” offers an in-depth view into how global organizations are leveraging AI, rethinking agent roles, and recalibrating service strategies.

Shifts Defining the Future of CX

1. AI Is Not the Future—It’s the Present

• 81% of organizations already use AI in their contact centers.
• 94% of leaders leverage AI to support agents; 96% use it to power self-service.
• AI isn’t theoretical—it’s actively driving smarter, faster customer interactions.

2. Agents Are Becoming Experience Architects

• Only 7% of leaders say agent roles haven’t changed.
• 55% now prioritize emotional intelligence for complex issue resolution.
• 88% have increased focus on improving agent experience with:
  • Flexible shifts
  • AI-powered assist tools
  • Expert access

3. Self-Service: Quality Over Availability

• 86% of customers try self-service first, but only 33% value 24/7 access.
• Customers prioritize:
  • Accurate information (66%)
  • No repetition (50%)
  • Quick resolution (60%)
• AI-enhanced self-service reduces friction and increases satisfaction.

4. The Wait Time Disconnect

• 60% of consumers rank wait time as critical vs. only 48% of leaders.
• Proactive outreach and intelligent self-service can mitigate delays.
• Brands that prioritize fast, seamless engagement build long-term trust.

5. Voice Remains the Gold Standard

• 74% of consumers prefer phone support in high-stakes moments.
• Businesses must stop undervaluing voice—it’s not obsolete, it’s essential.
• Sensitive contexts (health, finance) demand human interaction.

6. AI Confidence Gap: A Trust Issue

• 79% of leaders believe customers trust AI; only 43% of customers agree.
• 72% of consumers are open to AI—with clear escalation paths to humans.
• Trust is earned through transparency, reliability, and option to escalate.

7. Omnichannel = Integrated, Not Just Multichannel

• Only 34% of companies offer fully integrated omnichannel platforms.
• Lack of integration leads to:
  • Repetition
  • Frustration
  • Broken customer journeys
• Seamless, contextual handoffs are key to loyalty.

8. Digital Shift: More Channels, More Pressure

• 55% of businesses report digital channels now drive 40%+ of interactions.
• Businesses overestimate preference for social media; voice and email still lead.
• Success lies in aligning strategy with actual usage and feedback.

9. Redefining Metrics for Modern CX

• Traditional KPIs like AHT and CSAT are declining.
• Customer Effort Score (CES) is on the rise—from 33% to 38%.
• Focus is shifting toward simplicity, clarity, and resolution—not just speed.

10. The Agent Retention Crisis

• 68% of organizations report rising agent turnover.
• Top pain points:
  • Complex issues
  • Outdated tools
  • Limited career growth
• The solution: empowerment, engagement, and enablement.

CX as a Strategic Differentiator in 2025

Customer experience in 2025 demands more than operational efficiency—it requires a human-centered, AI-enhanced, omnichannel ecosystem. The most forward-thinking companies aren't just adopting new tools; they are reshaping how they engage with customers and support their teams.

To win in this new CX era, businesses must:

• Close the gap between perception and reality
• Invest in intelligent automation
• Elevate the role and experience of human agents
• Redefine success metrics to reflect what customers truly value

In this high-stakes, fast-moving landscape, loyalty is not given—it’s earned, one seamless and human-centered interaction at a time.