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.

Frost & Sullivan recently recognized ASC Technologies with the 2025 Global Competitive Strategy Leadership Award for its excellence in compliance recording and AI-powered analytics. ASC is a leading provider of advanced compliance recording, quality management, and AI-based analytics solutions designed to help organizations close compliance gaps, improve customer experience, and derive actionable insights all while ensuring adherence to stringent regulatory standards.

1. Overview of ASC Technologies’ Recording Insights

• AI-enabled enterprise-grade compliance recording solution capturing voice, video, chat, and screen sharing across platforms such as Microsoft Teams, Zoom, Cisco, Genesys, and RingCentral.

• Features include built-in transcription, translation, and AI capabilities powered by Azure OpenAI to convert communication data into actionable business insights.

• Enhances operational efficiency, reduces risk, and supports smarter decision-making.

2. Advanced Features for Regulated Industries

• Native integration with Microsoft Teams and deployment on Microsoft Azure Cloud ensures strong security and trusted compliance.

• The AI Policy Engine detects regulatory violations, enforces compliance templates, and adapts dynamically to evolving legal standards.

• Especially valuable for finance, healthcare, public sector, and other regulated industries needing stringent compliance.

3. Frost & Sullivan Recognition and Industry Impact

• ASC’s Recording Insights bridges compliance gaps while delivering deep conversational insights that drive operational efficiency and growth.

• Fully GDPR-compliant legal recording solution, capturing comprehensive communication data across multiple modalities.

• Award highlights ASC’s innovation in simplifying complex compliance requirements through a flexible, cloud-first architecture.

4. Platform Architecture and User Benefits

• Cloud-first design enables secure, encrypted, geo-redundant data storage with configurable retention policies customized per industry regulations.

• User-friendly platform reduces IT overhead and speeds onboarding, allowing organizations to become operational within hours.

• Flexibility and enterprise-grade robustness set ASC apart in the compliance recording market.

5. Strategic Partnerships and Ecosystem

• ASC technology powers partner solutions such as Mitel’s MIR and MIR Insight AI, which leverage ASC’s full feature set including AI Policy Engine, risk detection, and advanced analytics.

• Partnerships expand ASC’s reach and reinforce its leadership in compliance recording and AI analytics.

6. Frost & Sullivan Best Practices Awards

• Award recognizes companies demonstrating leadership, innovation, superior customer service, and strategic product development.

• Analysis includes competitive intelligence, market positioning, and customer satisfaction, underscoring ASC’s strong market impact.

ASC Technologies’ AI-driven compliance recording platform sets a new standard in regulated industry communications by combining advanced AI analytics, cloud-first architecture, and seamless integrations. Recognized by Frost & Sullivan for strategic leadership, ASC empowers organizations to manage compliance efficiently while gaining actionable insights that drive business growth. Its innovative approach and strategic partnerships position ASC as a key player shaping the future of compliance and communication technology.

Immuta, a leader in data access governance and provisioning, has announced native support for PostgreSQL on Amazon RDS and Amazon Aurora PostgreSQL-Compatible Edition. Available now in public preview, this integration streamlines secure access to PostgreSQL data on AWS by automating policy enforcement and enabling centralized data marketplaces. This development addresses key challenges in managing distributed data while supporting rapid cloud adoption and data mesh strategies.

1. Native PostgreSQL Integration on AWS

• Supports Amazon RDS for PostgreSQL and Amazon Aurora PostgreSQL-Compatible Edition via JDBC connections.

• Enables direct, real-time policy enforcement with zero added latency or proxy layers.

• Eliminates custom scripts, simplifying secure access governance.

2. Automated Data Provisioning and Dynamic Policy Enforcement

• Automates access provisioning workflows, reducing time-to-data from days or weeks to minutes or seconds.

• Applies dynamic, agile policies ensuring compliance with privacy and regulatory requirements instantly.

• Provides full visibility and auditability of data access across teams.

3. Centralized Data Marketplace

• Publishes PostgreSQL datasets as governed data products alongside other major platforms like Snowflake, Databricks, and BigQuery.

• Facilitates discovery, access requests, and secure sharing within the enterprise.

• Supports decentralized data teams with a scalable governance framework.

4. Alignment with Market Trends and Enterprise Needs

• Addresses the growing reliance on PostgreSQL for transactional workloads and AWS cloud adoption.

• Supports data mesh and hybrid architectures requiring secure, self-service data access.

• Enables safe integration of PostgreSQL data into AI, machine learning, and analytics workflows.

5. Organizational Impact and Executive Insights

• Accelerates time-to-insight by enabling instant secure access to AWS-hosted PostgreSQL data.

• Helps data teams unlock the full potential of PostgreSQL data without sacrificing security or compliance.

• Simplifies audit processes with automated, centralized access logs and reporting.

Immuta’s native PostgreSQL support on AWS marks a significant advancement in secure, scalable data governance for cloud-first organizations. By automating access provisioning and policy enforcement, Immuta empowers enterprises to unlock PostgreSQL data for AI, analytics, and operational use cases faster and safer than ever before. This integration supports the evolving needs of decentralized data strategies and positions Immuta as a key enabler of secure data-driven innovation on AWS.

Sonata Software, a leader in Modernisation Engineering, has announced a strategic partnership with Qualtrics, the pioneer of the Experience Management (XM) category. This collaboration aims to deliver a comprehensive, technology-driven customer experience management solution that empowers global enterprises to meet rising customer expectations through hyper-personalized experiences and enhanced operational efficiency.

1. Combining Best-in-Class Technologies and Expertise

• Integrates Qualtrics’ AI-powered XM for Customer Experience™ platform with Sonata Software’s global systems integration and consulting capabilities.

• Leverages Sonata CX’s field-based measurement solutions, including mystery shopping, compliance audits, and strategic CX consulting.

• Delivers end-to-end customer experience management combining digital analytics and physical evaluations.

2. Enabling Real-Time Customer Feedback and Insights

• Captures customer feedback across multiple channels in real time.

• Uses AI-driven analytics to turn feedback into actionable insights, enhancing decision-making.

• Helps organizations listen, understand, and act across all customer touchpoints.

3. Driving Business Outcomes and Market Growth

• Addresses the growing customer experience management market driven by shifting customer behaviors and competition.

• Supports global clients across 80+ markets with scalable, impactful solutions.

• Promotes continuous improvement and fosters customer loyalty through consistent, efficient CX programs.

4. Industry and Executive Perspectives

• Sean Holcombe, Qualtrics, highlights the $1.3 trillion opportunity for organizations leveraging AI to enhance customer experiences.

• Anthony Lange, Sonata Software, emphasizes the fusion of technology, insight, and execution to respond meaningfully to customer needs in real time.

The Sonata Software and Qualtrics partnership brings together decades of expertise and cutting-edge technology to redefine customer experience management for global enterprises. By integrating AI-powered digital feedback with human-centered measurement and consulting, this collaboration enables organizations to deliver exceptional, hyper-personalized experiences that differentiate their brands and drive sustainable growth in an increasingly competitive landscape.

Zoomd Technologies Ltd. and its wholly-owned subsidiary Zoomd Ltd., a leading marketing technology platform focused on user acquisition and engagement, announced its participation in the upcoming Lytham Partners Spring 2025 Investor Conference. The event will be held virtually on Thursday, May 29, 2025, providing an opportunity for Zoomd to showcase its growth strategy and connect directly with investors.

Event Details

Webcast Presentation

• Date & Time: Thursday, May 29, 2025, at 1:15 p.m. ET

• Access: The webcast will be available live via the conference homepage Lytham Partners Spring 2025 or directly at Zoomd Webcast.

• Replay: The webcast will be accessible for replay following the event.

One-on-One Investor Meetings

• Zoomd management will conduct virtual one-on-one meetings during the conference.

• Interested investors are encouraged to arrange meetings with management for direct discussions on company performance and future outlook.

Zoomd’s participation in the Lytham Partners Spring 2025 Investor Conference highlights its commitment to transparent investor relations and strategic growth communication. This platform enables Zoomd to engage with investors and industry stakeholders, sharing insights on its innovative MarTech solutions and market expansion plans.

BC Platforms, a pioneer in scalable and secure global Real-World Data (RWD) solutions, announced the strategic appointments of Keith Collier as Chief Product Officer and Michele Lichtenfield as EVP & Head of Global Marketing. Both executives bring decades of leadership experience to advance BC Platforms’ mission to transform healthcare and life sciences through innovative data solutions.

Keith Collier, Chief Product Officer

Keith Collier, with over 20 years in technology and life sciences, will oversee product strategy and development. His background includes senior roles at Clarivate, Research Square, Thomson Reuters, and Accenture, where he led digital transformation and growth initiatives. At BC Platforms, Keith will focus on enhancing the company’s RWD and federated architecture solutions to accelerate medical innovation and improve health outcomes.

Michele Lichtenfield, EVP & Head of Global Marketing

Michele Lichtenfield brings extensive global experience in healthcare, technology, and life sciences marketing. Formerly with Signify Health, Clarivate, Clario, and IQVIA, Michele has a strong track record in brand development and go-to-market strategy. She will lead BC Platforms’ marketing strategy and global expansion to increase market presence and impact.

Leadership Vision

Mukhtar Ahmed, CEO of BC Platforms, emphasized that these appointments come at a pivotal time as the company expands its RWD offerings. “Keith and Michele’s leadership will propel our growth and help us deliver the future of global Real-World Data excellence,” he said.

Just Drive Media, a leading strategic communications agency with nearly 20 years of experience, has announced its acquisition of Mighty PR, a boutique firm specializing in tech and gaming sectors. This acquisition marks Just Drive Media’s second in five years and aims to expand their combined capabilities to meet evolving client needs in a dynamic media landscape.

1. Strategic Acquisition Overview

• Just Drive Media and Mighty PR merge to form a stronger communications partnership.

• Both agencies share a bold strategic approach, high standards, and a focus on long-term client relationships.

• The combined entity leverages extensive experience in tech, gaming, and high-growth sectors.

2. Enhanced Service Offerings

• Just Drive Media’s integrated services include public relations, analytics, content strategy, executive visibility, creative, and influencer programs.

• Mighty PR contributes over a decade of expertise with fast-paced, emerging tech and gaming companies.

• Together, they offer a comprehensive solution combining media relations and a powerful content engine.

3. Leadership and Team Integration

• Four Mighty PR team members, including founders Becca Fuller and Candace Locklear, join Just Drive Media.

• The team strengthens the agency’s PR capabilities and industry-specific knowledge.

• Kelly Hudson returns as Senior Vice President of Strategic Content, bringing strategic leadership and creative vision.

4. Industry Context and Client Benefits

• The merger responds to evolving client demands in a rapidly shifting media environment.

• Clients benefit from clear messaging across earned and owned media channels, backed by measurable outcomes.

• The combined firm supports brands seeking adaptable, modern communication strategies.

The acquisition of Mighty PR by Just Drive Media represents a significant evolution in strategic communications for tech and gaming industries. This partnership enhances service depth and sector expertise, empowering clients to navigate changing media landscapes with integrated, measurable, and innovative communication solutions.

Captello, a leader in event engagement and lead capture technology, reinforced its market position through a successful partnership with the Experiential Marketing Summit (EMS) 2025. By integrating innovative gamification and a sponsored scavenger hunt, Captello attracted strong booth traffic and meaningful attendee interactions, proving its effectiveness in the competitive event tech landscape.

1. Market Leadership Validated by EMS 2025

• Captello recognized as a top lead capture solution by 72% of marketing and exhibit managers, second only to Cvent.

• The endorsement highlights Captello’s strong competitive position in lead capture and event engagement technology.

2. Survey Insights on Critical Features

• 73% of EMS attendees identified analytics and reporting as the most important features, areas where Captello excels with real-time, actionable data insights.

• CRM and marketing automation integration (55%) and data security/compliance (55%) are also prioritized features, both core strengths of Captello’s platform.

3. Strong Attendee Engagement at EMS

• 73% of attendees recalled visiting Captello’s booth, demonstrating its success in attracting qualified prospects through interactive activations.

• The sponsored scavenger hunt and gamification elements boosted engagement and enhanced exhibitor ROI.

4. Reimagining Demand Generation for In-Person Events

• Captello’s platform transforms face-to-face interactions into qualified sales pipelines with seamless lead capture and intelligent meeting management.

• Digital activations and gamification enable exhibitors to maximize event ROI and foster deeper attendee connections.

5. Leadership Perspective

• CEO Ryan Schefke emphasized the platform’s role in converting events into measurable revenue drivers by connecting data, people, and personalized follow-up.

• The high recognition among event professionals validates Captello’s mission to redefine demand generation for live experiences.

Captello’s partnership with EMS 2025 showcases its innovative approach to event engagement through gamification, strong analytics, and integrated lead capture solutions. This leadership strengthens its position as a preferred platform for enterprises seeking to maximize the impact and ROI of in-person events.