How OBS Transforms Customer Experience With Five9 AI Technology

Many organizations are exploring how artificial intelligence (AI) can change the way contact centers work. The combination of AI and cloud-based technology is making it possible to handle more customer interactions with greater efficiency.

Contact centers have a long history of using phone systems and live agents to support customers. Now, new digital tools, like AI-powered virtual agents and automation—are being used alongside humans to improve service delivery.

This article explains what is driving contact centers to use AI, with a focus on the challenges that modern AI platforms like Five9 are designed to address.

Learn more about our Five9 Solutions.

The Contact Center Challenges Driving AI Adoption

Traditional contact centers face three fundamental problems that AI technology addresses directly.

• Long wait times create customer frustration. Legacy phone systems route calls based on simple rules, often sending customers through multiple menu options before reaching the right agent. This process can take several minutes during peak hours.
• Inconsistent service quality happens when different agents handle similar requests in different ways. Without real-time guidance or standardized processes, customers receive varying levels of support depending on which agent answers their call.
• High operational costs result from maintaining physical infrastructure and large support teams. On-premise systems require dedicated IT staff, regular hardware upgrades, and significant upfront investments that don't scale efficiently with business growth.

These challenges push organizations toward AI-powered solutions that can automate routine tasks, provide consistent responses, and scale up or down based on demand without additional hardware investments.

Five9 AI Capabilities That Redefine Customer Experience

Five9 provides a cloud-based Contact Center as a Service (CCaaS) platform with integrated AI tools. These capabilities work together to handle customer interactions more efficiently than traditional phone systems.

Intelligent Virtual Agents

Intelligent Virtual Agents (IVAs) are AI-powered programs that interact with customers using natural language processing. Unlike traditional Interactive Voice Response (IVR) systems that require customers to press numbers, IVAs understand spoken requests like "I need to check my account balance" or "Help me reset my password."

When an IVA can't resolve a customer's issue, it transfers the conversation to a human agent along with all the context from the interaction. This handoff eliminates the need for customers to repeat their information.

We’ve seen firsthand how IVAs can transform customer interactions. For example, with our client Johnston Group, we helped implement Five9’s AI-driven contact center platform to streamline customer support and introduce automation where it adds the most value. Johnston Group was able to reduce manual call handling, improve efficiency, and give their teams the tools to focus on more complex, high-value interactions, all while enhancing the overall customer experience.

Real-Time Agent Assist

Agent assist technology provides live coaching during customer interactions. The system analyzes conversations as they happen and displays relevant information, suggested responses, or next steps on the agent's screen.

For example, if a customer mentions a billing issue, the system might automatically pull up their payment history and suggest specific troubleshooting steps. This real-time support helps agents resolve issues faster and more consistently.

Predictive Dialer and Automation

Predictive dialers automatically place outbound calls and connect answered calls to available agents. The system uses algorithms to determine optimal calling times and adjusts the pace based on agent availability and answer rates.

Workflow automation handles repetitive tasks like sending follow-up emails, updating customer records, or scheduling callbacks without manual intervention from agents.

Omnichannel Orchestration

Omnichannel capabilities connect voice, chat, email, and social media interactions into a unified customer journey. When a customer starts a conversation via chat and later calls, the agent sees the complete interaction history.

This context preservation means customers don't need to explain their situation multiple times when switching between communication channels.

Sentiment and Speech Analytics

Speech analytics technology monitors conversations in real-time to detect customer emotions and satisfaction levels. The system can identify frustrated customers and alert supervisors or suggest specific de-escalation techniques to agents.

These analytics also track conversation patterns to identify common issues or areas where additional agent training might be beneficial. To see this in action, check out our demo video, where we showcase a real example of how sentiment analysis works during a live customer call.

How OBS Global Deploys Five9 for Rapid Business Impact

OBS Global uses a structured methodology to implement Five9 AI technology. This approach focuses on delivering measurable results quickly while maintaining system security and reliability.

Strategy and Use-Case Prioritization

The implementation starts with analyzing current contact center operations. OBS examines call volumes, common customer requests, and existing workflows to identify which processes would benefit most from AI automation.

• High-volume routine inquiries: Password resets, account balance checks, order status updates
• Complex routing scenarios: Technical support escalation, billing disputes, product-specific questions
• Repetitive administrative tasks: Data entry, appointment scheduling, follow-up communications

This analysis creates a prioritized roadmap that addresses the most impactful use cases first.

Secure Cloud Architecture Design

The technical foundation includes security controls that meet enterprise compliance requirements. Five9's cloud infrastructure includes built-in encryption, access controls, and audit logging capabilities.

For organizations handling sensitive data, the architecture incorporates additional security measures like data masking, role-based permissions, and integration with existing identity management systems.

Agile IVA and Workflow Configuration

Virtual agents are configured to handle specific customer scenarios using natural language understanding. These agents connect with existing business systems to access customer data and perform actions like updating records or processing requests.

Custom workflows automate multi-step processes, such as routing escalated calls to specialized teams or triggering follow-up actions based on call outcomes.

Pilot, Measure, Iterate

New capabilities are tested with a limited group before full deployment. Performance metrics like response times, resolution rates, and customer satisfaction scores are tracked to identify areas for improvement.

This iterative approach allows for adjustments based on real-world usage patterns and feedback from both customers and agents.

AI-Powered Benefits You Can Measure Today

Five9 AI implementation produces quantifiable improvements across several key performance indicators:

• Average Speed of Answer decreases when IVAs handle routine inquiries and intelligent routing directs calls to the most appropriate agents. Organizations typically see 30-50% reductions in wait times.
• First Call Resolution increases because agents have immediate access to customer context and AI-powered suggestions. This improvement reduces the need for follow-up calls and transfers.
• Cost per Contact drops as automation handles a higher percentage of interactions without human intervention. Virtual agents can process simple requests 24/7 at a fraction of the cost of live agents.
• Customer Effort Score improves when customers can resolve issues through self-service options or reach the right agent quickly without repeating information.
• Agent Utilization increases as AI handles routine tasks, allowing agents to focus on complex problem-solving and relationship-building activities.

Securing and Governing Your CCaaS Environment

Cloud-based contact centers handle sensitive customer information and require robust security controls to meet regulatory requirements.

Learn more about our Contact Center as a Service (CCaaS).

PCI and HIPAA Controls

Payment Card Industry (PCI) standards apply to organizations processing credit card transactions. These requirements include data encryption, secure network configurations, and regular security testing.

Health Insurance Portability and Accountability Act (HIPAA) regulations govern healthcare information handling. Compliance involves access controls, audit logging, and data protection measures for patient records.

Five9 maintains certifications for both PCI and HIPAA compliance, with built-in controls that help organizations meet these regulatory requirements.

Identity and Access Management

User authentication verifies agent and supervisor identities before granting system access. Multi-factor authentication adds an extra security layer by requiring additional verification beyond passwords.

Role-based permissions limit what each user can access and modify within the system. For example, agents might view customer records but not billing information, while supervisors have broader access for monitoring and reporting.

AI Model Monitoring and Audit Logs

AI decision-making processes are tracked through detailed audit logs that record what actions were taken and why. This transparency supports compliance requirements and helps organizations understand how AI models are performing.

Performance monitoring tracks accuracy rates, response times, and other metrics to ensure AI capabilities continue meeting business requirements over time.

Integration Patterns With CRM, ERP, and Custom Apps

Five9 connects with existing business systems to provide agents with complete customer information and automate cross-system workflows.

Salesforce and Microsoft Dynamics

Native integrations with Customer Relationship Management (CRM) systems like Salesforce allow agents to view customer records, interaction history, and account details within the same interface used for handling calls and chats.

Updates made during customer interactions automatically sync back to the CRM, maintaining consistent data across all business systems.

ServiceNow ITSM and Case Management

Integration with IT Service Management (ITSM) platforms enables automatic ticket creation when technical support calls are received. Case routing and status updates flow between systems to maintain accurate tracking.

Custom REST and Event-Driven APIs

Application Programming Interfaces (APIs) provide flexible integration options for proprietary systems or specialized business applications. REST APIs enable data exchange, while event-driven APIs trigger actions in other systems based on contact center activities.

Migration Roadmap From Legacy IVR to Cloud CCaaS

Moving from traditional phone systems to cloud-based platforms involves careful planning to maintain service continuity.

Assessment and Gap Analysis

Current system evaluation identifies existing capabilities, integration points, and business requirements. This analysis reveals what functionality needs to be replicated in the new system and what improvements are possible.

Data and Number Porting

Customer information, call routing rules, and phone numbers are migrated to the cloud platform. This process includes testing to ensure all data transfers correctly and phone services continue working without interruption.

Parallel Run and Cutover

Both old and new systems operate simultaneously during a transition period. This approach allows for comparison testing and provides a fallback option if issues arise during the migration.

Change Management and Training

Agents and supervisors learn new processes and interfaces through hands-on training sessions. Support materials and ongoing coaching help staff adapt to the new system capabilities.

Partner With OBS to Future-Proof Customer Experience

OBS global specializes in Five9 implementations and AI-powered contact center transformations. The company's experience spans multiple industries and includes expertise in digital transformation, cybersecurity, and business process optimization.

OBS's methodology emphasizes practical results over theoretical benefits. Implementation projects focus on delivering measurable improvements in customer experience and operational efficiency while maintaining security and compliance standards.

OBS Global helps organizations deploy and manage Five9 as part of broader digital transformation programs. This includes aligning contact center technology with business goals and ensuring secure implementation.

Contact us for a consultation or immediate assistance with your Five9, contact center, or customer experience needs.

FAQs About Five9 AI Transformation

How long does Five9 implementation typically take with OBS methodology?

Most Five9 implementations are completed within 4-8 weeks using OBS's agile approach. Complex integrations or large-scale deployments may require additional time depending on specific requirements.

What specific training do agents need for Five9 AI features?

Five9's interface requires approximately 2-3 days of hands-on training for most agents to become proficient. OBS provides structured training programs that include system navigation, AI tool usage, and workflow procedures.

How does Five9 protect sensitive payment and healthcare data?

Five9 maintains SOC 2 Type II, PCI DSS, and HIPAA certifications with built-in encryption for data at rest and in transit. The platform includes role-based access controls and comprehensive audit logging for compliance reporting.

Can organizations implement Five9 voice capabilities first and add digital channels later?

Five9's modular architecture allows organizations to start with voice services and progressively add chat, email, social media, and SMS capabilities as business needs evolve. Each channel integrates with existing voice infrastructure to maintain unified customer context.