The customer experience landscape is rapidly evolving, and new research from Five9’s 2025 Business Leaders Customer Experience Report reveals just how much. Based on insights from the U.S., U.K., and Canada, the report shows that while artificial intelligence is already embedded in 81% of contact centres, the next challenge is clear: balancing innovation with trust and empathy.
“Customer experience has become the defining battleground for brand loyalty,” said Niki Hall, chief marketing officer, Five9. “As consumer expectations rise and patience vanishes, 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.”
As many as 78% of leaders say their AI investments have met or exceeded expectations, especially in streamlining workflows, enhancing routing, and providing real-time agent support. But while the tools are working, customer expectations remain unforgiving — 40% of consumers say a single bad experience is enough to walk away for good.
The data highlights that while technology is essential, it’s not the differentiator. Instead, enduring customer relationships will be built on a foundation that is “human by design and intelligent at scale.”
For instance, while digital channels are rising in popularity, voice remains the go-to when things matter — 74% of customers still prefer phone calls for high-stakes situations. Yet, many companies are misjudging this, placing disproportionate emphasis on channels like social media and messaging during critical interactions.
What do customers want?
The report also highlights a growing mismatch between what businesses think customers want and what drives satisfaction. While over half of business leaders prioritise 24/7 self-service availability, only 33% of customers say that’s essential. Instead, accuracy (66%) and fast issue resolution (60%) top the list of customer priorities. Long wait times are still a major sore point, frustrating 60% of customers, yet only 48% of leaders see this as a pressing issue.
With AI taking on more routine tasks, frontline agents are stepping into more complex and emotionally nuanced conversations. Businesses are responding by investing more in agent experience, with 88% offering tools like flexible scheduling, expert access, and live AI assistance.
Businesses need to close the perception gap, build trust into their digital touchpoints, and integrate human-centric design across every channel. In short: the future of CX is not just digital — it’s deeply human.