New CX reports are coming out thick and fast recently, with intelligent CX and unified comms specialist Five9 delivering its “2025 Customer Experience Report – Consumer Edition”.
Highlights from the report include the rapid adoption of AI across businesses, and its acceptance by users, with 72% now open to AI-powered interactions, and 54% viewing generative AI as key to stronger customer experiences.
However, a sizeable army of traditional consumers remain, with 56% still preferring phone support for general issues, a figure that jumps to 74% for complex or urgent matters.
The report also considers that businesses must focus on delivering personalisation to build loyalty and brand value in a multichannel era.
AI is a key part of the CX equation
The report shares new insights into how consumer expectations are changing for support and engagement, with businesses looking to deliver more self-service and AI-powered features to give customers flexibility and value. The balancing act between trust and AI is one that businesses will have to figure out, but they should always err on the side of the consumer, especially as security and privacy issues persist.
“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 at 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.”
Among the trends, 86% of consumers will explore self-service options before accessing their usual support systems. Even so, consumers are looking for reassurance from business that they can trust AI advice, and that their input remains secure.
At the negative end of the equation, poor customer service continues to hit business hard, with 40% of consumers likely stop supporting a company after just one bad experience. However customers feel, businesses still need to be there for them, and