Why I’m Returning to the Five9 CX Summit: Insights from a CX Leader

There’s a reason I’ll be back at the Five9 CX Summit this year — and if you’re on the fence about attending, let me tell you what keeps me coming back. 

What stuck with me last year 

One session that really stuck with me wasn’t just about product features or roadmaps. It was a panel led by a group of young people sharing their expectations for AI and customer experience. They weren’t talking about AI in technical terms; they were talking about being seen, heard, and recognized. 

They told a story about a clothing brand using AI not just to push products, but to understand personal preferences — remembering that someone bought five skirts five months ago and offering options that reflect their preferences or avoiding items they’d returned. It wasn’t about automation. It was about validation. 

That was powerful. 

Turning insight into action 

It made me reflect on how we think about CX at Northwestern Mutual. That conversation became a catalyst for changes we’re now making in our own virtual assistant experience. Now, when a customer calls, we can surface more relevant context:  

“I see you called 30 minutes ago but didn’t get through — want to pick up where you left off?”  

That small moment changes everything. It removes friction. It shows we’re actually listening. It makes the customer feel known. 

What I’m looking forward to this year 

This year, I’m particularly excited to dig into the roadmap for Five9 next-gen ACD. We’ve heard the term, but I’m eager for hands-on demos or real examples of how advanced, contextual routing can elevate CX  for our field reps and support teams. 

It’s one thing to talk about intelligent routing. It’s another to see how it connects people to the right resources in real time, with the right context, and transforms both the agent and customer experience. 

My advice for first-time attendees 

If you’ve never been to Five9 CX Summit, here’s my advice: Go.  

And when you do, don’t just hang out at the vendor booths or grab swag. The value is in the breakout sessions. That’s where you’ll hear how other leaders are solving problems you may not even realize you had yet. 

Talk to people. Ask questions. The speakers are incredibly approachable and genuinely open to discussion. Some of the best conversations I’ve had were after the sessions ended. 

And don’t limit yourself to just your industry. CX challenges are universal. Whether you’re in retail, healthcare, or financial services, the underlying goal is the same: to make your customers feel known and cared for. That’s something we can all learn from. 

Why I’ll keep coming back 

Every year, I walk away from the Five9 CX Summit with new ideas, renewed energy, and a deeper understanding of where the future of customer connection is headed.  

I’ll be there this year listening and learning — I hope to see you there!