Customer Experience - What Consumers Have To Say

The key to a good customer experience is actually pretty simple – provide customers with the information they need and answer their questions. But what are consumers really looking for, and how can businesses best meet their needs when it comes to customer service and customer experience?

I got early access to the Five9 2025 Customer Experience Report, which takes a deep dive into these questions. To better understand consumer behavior, customer experience preferences, and the impact of customer service on purchasing decisions, Five9 and Zogby Analytics surveyed over 1,000 consumers across a range of age groups in the US, Canada, and the UK. By understanding consumer preferences and expectations, businesses can use current technologies to better serve customers and stay ahead of changing expectations.

Five9 and Zogby surveyed consumers across all age groups to explore their views about a range of customer experience factors. While some of the results were expected, others were surprising—for example, there is less of a generational divide when it comes to using technology, with 72% of respondents expressing willingness to use AI agents. 

Key Survey Findings

Most generations, from Gen Z to Baby Boomers, are on the same page when it comes to customer experience. Both groups prefer phone support from a live agent yet show a strong interest in using AI agents and chatbots – especially if it means shorter wait times and faster answers. 

When asked which factors are most important to creating a positive customer service experience, the number one response was “getting the right answer from a representative, even if it takes more time.” 

Alternatively, the main factors driving bad customer experiences are having to wait too long to reach a representative, being forced to use non-voice channels without the ability to speak with a live agent, and getting bounced between people (or machines) before an issue is resolved.

The phone remains the most preferred interaction channel across a variety of situations, followed by email and web chat. Consumers prefer phone calls for the human connection – knowing the agent understands them and is actively listening to their concerns. In fact, over a third of respondents noted that empathy and human connection with an agent are more important than a quick response. 

Increased Appreciation of Self-Service and AI 

Most respondents value the convenience of self-service primarily for the convenience and speed. While they agree that self-service for customer support has positively impacted their customer service experience, consumers still prefer assisted service from an agent over the phone rather than self-service. Millennials are the most open to digital self-service, while Baby Boomers are more reserved. 

Consumers are becoming more comfortable using AI tools such as virtual agents/chatbots and AI agents. While there is still some hesitancy when it comes to using these technologies, 59% of respondents are willing to interact with a chatbot rather than a live agent if it means getting the information quicker. However, 30% still doubt the accuracy of chatbot responses, highlighting the need for AI that delivers both speed and reliability.

This balance between efficiency and trust is driving interest in more advanced AI solutions. All in all, consumers are optimistic about Generative AI, with over half of the respondents expecting GenAI technologies to help companies better serve them and provide improved customer experiences. 

Other key findings include:

• The largest portion of respondents would use virtual agents/chatbots, particularly if they know they can transfer to a live agent if needed.

• Consumers are comfortable with companies using past purchase history if doing so ensures a better customer experience.

• Consumers would like the brands they do business with to anticipate their needs and offer proactive service, but they don’t expect it.

• Most customers attempt to resolve issues on their own before reaching out to customer support.

  
  

I’ll be discussing key survey findings in a webinar on March 13 with Matt McGinnis, Five9 VP of Product, Industry, and Solutions Marketing, as we dive into the latest survey insights shaping the future of CX in 2025. We’ll cover:

• Turnoffs that drive your customers away

• The growing comfort with AI-powered service and what’s needed to build trust in chatbots and AI agents

• How seamless CX is key to customer loyalty and retention

• Why customers expect brands to be proactive and empathetic – and how to make that a reality for your business

• And most importantly, ways you can take action to improve and enhance the customer experience. 

Understanding consumer preferences, as well as industry best practices, will help you guide customer support business decisions – leading to loyal customers and lasting relationships.