2025 CX Study: Meeting Rising Customer Expectations – New contact centre report from Five9
Customer expectations have never been higher, and businesses have little room for error in their plans to deliver great CX. One bad experience can mean losing a customer forever. With nearly 40% of consumers saying they’ll stop doing business with a company after a single negative interaction, the stakes are high. For Gen X, that number jumps to 43%, indicating a clear upward trend — one that’s likely to continue as younger generations, who expect seamless and personalized experiences as the norm, become the dominant consumer base.
To help businesses navigate rising customer expectations, Five9 recently partnered with Zogby Analytics to survey over 1,000 global consumers. The findings of the 2025 Customer Experience Study from Five9 reveal a clear trend: customers still value a human touch in service, but they’re also eager to embrace AI for faster, more personalized support. The key? Striking the right balance between the two.
The rising bar for CX
The rising bar for CXConsumers today aren’t just comparing businesses within the same industry — they’re comparing every interaction with the best experience they’ve had anywhere. A handful of super brands are constantly disrupting Customer Experience (CX) and continuously resetting the standard for what seamless, intuitive and hyper-personalized interactions look like.
This explains why the CX report shows 30% of consumers feel that customer experience has actually worsened over the past year. It’s not that businesses are doing worse — it’s that expectations are climbing faster than most businesses can adapt.
So, what does this mean for businesses? It’s no longer enough to provide good service; brands must consistently exceed expectations. Today’s consumers demand proactive support (77%) and interactions that are personalized based on their user history (87%). They want companies to anticipate their needs (79%) rather than simply react to problems. In short: a better understanding of their history with the brand to better anticipate their future needs.
The balancing act — AI, speed, and the human touch
Technology is rapidly transforming customer interactions, and consumers are embracing it. In fact, 72% of them say they are open to using AI-powered agents for quicker responses. The appeal is clear — self-service provides instant solutions and a staggering 86% of customers will try online self-service before ever reaching out to a live representative. Why? Because speed matters. A lot. Today, 71% of customers say they feel most valued by companies that respect their time and don’t make them wait long for answers.
However, efficiency must be balanced with trust. Over a third of consumers prioritize human connection over speed, and 30% doubt AI’s accuracy. The concerns are real — 36% of customers say they won’t use a chatbot again after a bad experience. Harnessing the power of automation is great, but businesses must also ensure that AI-powered solutions are not just fast, but also reliable, context-aware, and seamlessly integrated with human support.
In short, businesses that get it right are those that use AI to enhance — not replace — the human experience. Those that can route questions to agents, and streamline processes, but still empower live agents to handle the more high-touch and meaningful interactions will win.
Meeting customers where they are
Customers don’t just expect great service — they want flexibility in how they receive it. Nearly 59% say their channel preference shifts depending on the situation, reinforcing the need for smart omnichannel strategies. While digital channels are growing, 56% of customers still prefer phone support, making voice interactions a cornerstone of customer experience across all generations. This reinforces the need for smart, omnichannel approaches that allow customers to engage on their terms, whether through chat, email, phone, SMS/text, or AI-powered self-service.
At the heart of all this is one simple truth: customers reward businesses that get it right. From AI-powered self-service to proactive engagement and omnichannel flexibility, the future of CX lies in harnessing technology to create experiences that are both intuitive and meaningful. By investing in the right tools and strategies and leveraging AI in their contact centre, businesses can transform every interaction into an opportunity to build trust, strengthen loyalty, and drive long-term success.
The New CX: a roadmap for success
At Five9, we’re passionate about preparing businesses for the future of customer experience. By sharing this report, we aim to empower businesses with the knowledge they need to create connections with their customers that will stand the test of time. Because the future of CX isn’t just about technology — it’s about using technology in ways that make every customer feel valued, heard, and supported.
To download the CX Report from Five9 Click Here
The Five9 Intelligent CX Platform, powered by Five9 Genius AI, provides a comprehensive suite of solutions to power AI-elevated customer experiences that deliver better business outcomes and Bring Joy to CX™. Our unified cloud-native offering enables hyper-personalised customer experiences and more empowered employees, making every customer interaction more connected, effortless, and personal. Trusted by 2,500+ customers and 1,400+ partners globally, Five9 brings together the power of AI, our platform, and our people to drive AI-elevated CX.
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