How AI Is Transforming Omnichannel CX Into Effortless Journeys
July 24, 2025
Today’s customers expect more than multichannel access—they want every interaction to be connected, contextual, and on their terms. But too often, that’s not what they get. The result? Frustrated customers. Burned-out agents. And missed opportunities.
In the recent CCW Digital Series panel, hosted by Five9, CX experts explored how AI-powered innovation is closing the gap between expectation and experience. Moderated by Experience Investigators CEO Jeannie Walters, the session featured insights from Steve Blood, head of market intelligence and evangelism at Five9; Nicole Darby, director of customer care at Mason Companies; and Kateri Miller, technical operations manager at Mason Companies.
Together, they unpacked how to move from fragmented channels to fluid customer journeys—powered by the right blend of technology and human empathy.
Redefining effort: What customers really want
What makes a customer journey “effortless”? According to Blood, it comes down to two things: speed and accuracy.
“Across every touchpoint and channel, customers expect fast, consistent, and correct outcomes,” Blood explained. “That means businesses need intuitive interfaces, proactive engagement, and systems that understand context—and respond with precision.”
The real challenge isn’t just the tech. It’s organizational alignment. As Blood put it: “Most customer-facing functions still operate in silos. To deliver truly seamless experiences, we have to unify those efforts around a shared customer mission.”
From siloed systems to smarter service
Mason Companies illustrated this shift in action. Struggling with on-premise systems and disconnected channels, the brand turned to Five9 to modernize their contact center operations. The result? A cloud-based platform that unifies digital interactions, integrates AI, and enables smarter, faster, and more personal service.
“Our agents were working in siloed systems that slowed everything down—internally and for the customer,” said Miller. “With Five9, we’ve been able to reduce those delays, surface relevant insights, and streamline the experience.”
And those changes have had measurable impact. Mason Companies now boasts a 95% customer satisfaction score.
According to Darby, “The investment in omnichannel capabilities and AI has allowed us to meet customers on their terms—and make those moments feel both easy and human. That’s what moves the needle.”
Personalization that starts small—but matters big
Forget buzzwords like hyper-personalization for a moment. Mason Companies started with the basics—like ensuring agents could greet customers by name, regardless of the channel.
“It might seem small, but it makes a big difference,” said Miller. “When customers feel seen and known, it sets the tone for everything else.”
Blood agreed, noting that personalization only works when grounded in contextual data. “Generative AI is great at crafting natural responses. But to make them relevant, you need to bring in CRM data, past interactions, and behavioral signals. That’s what makes an experience feel personal—rather than performative.”
Empowering agents with AI that works for them
AI isn’t just about automation. It’s about amplification. As Darby shared, Five9 AI Insights helped surface trends in customer conversations—leading Mason Companies to revise a return policy based on what customers were actually saying.
“AI helped us see the friction,” Darby noted. “And because we were listening, we could act on it.”
For agents, this context also means less time spent toggling between screens—and more time spent connecting with customers. As Blood put it, “AI-powered summarization and contextual prompts aren’t just time savers. They lead to more accurate outcomes, more confident agents, and ultimately, better customer experiences.”
What comes next
Looking to 2030 and beyond, the panel agreed: AI and human agents won’t just coexist—they’ll collaborate. Businesses that succeed will be those who balance automation and empathy, data and trust, speed and substance.
As Blood summarized, “Today, we see individual AI agents operating in silos. Tomorrow, we’ll see networks of AI working together—with humans in the loop—to deliver proactive, personalized service at scale.”
Watch the full conversation on demand
Whether you're just starting your AI journey or looking to elevate your CX strategy, this conversation is packed with real-world insight and practical takeaways.
