The CX Awards Playbook: 6 Customer-First Strategies From the Boldest Brands in the Game

We're inspired by our customers every day—and the New Era of CX Awards take that inspiration to the next level. Our previous winners are companies that didn’t just react to change. They redefined what’s possible.  

To help others follow their lead, we’ve pulled together six customer-first strategies from some of the most innovative organizations in the game. Whether you’re looking to scale smarter, serve faster, or deliver more meaningful customer experiences, these real-world approaches offer a roadmap for success. 

Strategy #1: Implement Automation and AI 

IAA stands at the forefront of the vehicle auction industry, leveraging technology to elevate every customer interaction. Their impact was so impressive, the judging panel created a special honor just for them—the Judges Choice Award. 

They automated routine tasks and integrated customer-first solutions and AI-driven tools, reducing repeat calls by 10%, and enhancing customer satisfaction. Additionally, by giving employees the tools to both lighten their workloads and give them more varied and meaningful tasks, the company reduced its employee attrition rates by over half. 

Strategy #2: Offer Omnichannel Customer Service 

After over a century in business, Mason Companies Inc. a family-owned e-commerce retailer and winner of the Best CX Self-Service award, handled nearly four million calls through its on-premises contact center platform. But the team struggled to scale the platform further and help their growing customer base. Additionally, customers wanted more personalized service on more channels.  

With Five9’s Intelligent CX Platform, Mason Companies migrated to the cloud and expanded to 24/7 support across phone, email, and chat. By leaning into their customer focus strategy and implementing AI agents, they empowered customers to resolve 45% of interactions on their own—quickly, easily and without ever needing to speak to a live agent. With this customer-first strategy, CSAT soared, hitting an impressive 95%. 

Strategy #3: Drive Decisions With Data 

Discerning customers expect exceptional service, thoughtful care, and experiences tailored just for them. But The Ivy Collection, a luxury hospitality group, was held back by outdated legacy systems that made delivering on that promise nearly impossible. Without access to real-time insights, their team was operating in the dark. And with agents stuck handling repetitive tasks, employee satisfaction began to suffer. 

It was time for a change. A customer-first strategy demanded better tools—technology that could empower teams with data, anticipate customer needs, and enable flawless execution. With Five9, they found a true customer-first solution. 

By adopting the Five9 Intelligent CX Platform, The Ivy Collection gained the visibility and flexibility to meet every customer where they are. Conversion rates jumped 20%. AI agents stepped in to handle routine tasks, giving human agents the freedom to focus on high-value conversations. And their innovative use of the platform earned them the AI-Elevated CX Trailblazer award. 

Strategy #4: Scale Smarter with AI Agents  

Exact Sciences, the creator of a widely used at-home cancer screening kit, had helped more than 14 million people take proactive steps in their health. But their on-premises contact center system couldn’t keep pace—and didn’t reflect their commitment to customer-first solutions. 

With growing demand and rising expectations, Exact Sciences partnered with Five9 to scale smarter. By deploying Five9 AI Agents, they introduced seamless, conversational self-service that delivered a 45% containment rate and deflected 20% of calls. Customers experienced a 60% time savings—while human agents were empowered to focus on more complex, high-value interactions. It was a win for both sides of the conversation: more efficient operations, and a stronger customer focus strategy. That balance of innovation and care earned them the Most Trusted Expert Award. 

Strategy #5: Streamline Processes and Integrate Data 

When the right agent meets the right customer, great service just happens. US Radiology Specialists had one major challenge: calls weren’t reaching the right agents. Misroutes were frustrating patients, slowing service, and leaving revenue on the table. 

Together with Five9, US Radiology Specialists made patient experience faster, friendlier, and more connected. Now that calls are intelligently routed and agents have access to real-time data during every call, the company took a huge bite out of their average handle time (22 seconds!), dropped their call abandonment rate to under 4%, and found $4 million in untapped revenue. That level of impact earned them the title of Best CX Platform Innovator. 

Strategy #6: Give Agents a Second Set of Ears 

Agents juggle so much during a call that wrapping things up afterward can take even longer than the conversation itself. For CX Leader of the Year award winner, TruConnect, their previous system was not only not scalable, but also didn't offer the more advanced features required of a customer-first strategy. 

Now they use real-time transcriptions and call summaries, agents get a "second set of ears"—so they can stay focused on customers instead of their notepads. That shift led to a 40% reduction in after-call work, a 62-second improvement in speed to answer, and a 27% increase in employee satisfaction—helping fuel 184% revenue growth and a 3.74 CSAT. It’s no wonder they were named CX Leader of the Year.  

Get Inspired. Then Get Recognized.  

Our six winners’ stories from last year are just a glimpse of what's possible. Inside the 2025 Customer Success Book, you’ll find countless examples of customer-first solutions and bold, measurable CX transformations. 

Think your story belongs on that list? Submit your entry for the 2025 New Era of CX Awards by August 15—and show the world how your team is redefining what great looks like.