A new report by Five9 finds that almost 40% of customers abandon ship after a single disappointing interaction, highlighting the importance of AI that marries technology with human emotions.
Amid a rapidly changing digital environment, more than 40% of buyers are prepared to discontinue their relationship with a brand following a poor experience alone, according to new research published by Five9 (Nasdaq: FIVN), a leading cloud-based contact center provider.
The 2025 Business Leaders Customer Experience Report, released today, identifies how businesses need to implement human-friendly AI and more intelligent service design to survive in what Five9 terms the "Experience Economy."
Report Key Findings:
88% of businesses are turning their attention to improving the agent experience, providing them with tools such as real-time AI support, expert contact, and flexible scheduling.
There is a huge perception gap here: 52% of business leaders feel 24/7 self-service is a must, but only 33% of customers do.
Customer priorities: 66% prioritise accuracy, and 60% want speedy resolution over 24/7 availability.
Executive Insight
Customer experience has become the defining battleground for brand loyalty," said Niki Hall, Chief Marketing Officer at Five9. "Moving fast isn’t what makes customers care - it’s how you make them feel.. Brands must engineer interactions that are seamless, personalized, and - most importantly - human. AI is the foundation, but empathy is the differentiation."
Shifting Expectations in a Digital Age
The poll, by Zogby Analytics, captures answers from more than 400 high-level decision-makers from the United States, the United Kingdom, and Canada. The poll was taken among CXOs, IT executives, and customer operations managers of large organizations with more than 1,000 employees and $250 million in revenue every year.
The report finds there is an urgent need to connect AI capabilities with human trust and customer values, particularly as companies increasingly automate service operations. It indicates that substandard self-service design and excessive wait times are significant sources of frustration, yet too many companies downplay these issues.
Voice Still Holds Court, Even with Digital Boom
Even as social media and messaging gain popularity, voice is still the preferred channel when users are in a hurry. Moving fast isn’t what makes customers care - it’s how you make them feel.
When self-service breaks down, satisfaction plummets, the research points out. Companies that concentrate only on availability without guaranteeing resolution accuracy may be unwittingly destroying their customer relationships.
Where CX Heads Next
According to Five9, the next era of CX won’t be driven by more tech alone—it will be defined by smarter, more human-centered experiences. Winning companies will:
Bridge trust gaps in AI with transparency.
Empower agents with empathy and AI tools.
Streamline self-service with accuracy and speed.
Integrate systems to reduce friction and deliver seamless interactions.
