Top CX Initiatives for 2025: People-Focused Trust and Engagement

We asked our CX teams, contact center professionals, and industry experts:

What are the top initiatives that need to be prioritized in the coming year, and how should companies prepare for them?

In Part Two of our series, we dive into the human side of CX. Experts share their insights on how employee engagement and trust will be the cornerstones of people-focused experiences that drive lasting customer loyalty and success in 2025.

If you missed Part One, where we explored AI, machine learning, and next-gen technologies transforming customer journeys, click here to catch up!

"Employee engagement is the main ingredient in making customer experience a competitive advantage. As we look toward 2025, customer experience leaders must recognize that truly engaged employees become the living embodiment of your brand’s values, creating trust, inspiring customer loyalty, and driving consistent service excellence. To achieve this, organizations must build a culture that not only values but actively invests in their employees’ growth and well-being. This culture fosters mutual respect and encourages employees to create memorable, shareable customer experiences. When employees feel appreciated and part of something bigger, they reflect that energy in their work, reinforcing a cycle of trust and satisfaction. It's not an operational initiative. It's the base for brand growth and advocacy."

~ Frank Pettinato, CEO, Avantive Solutions

"As we look toward 2025, a key initiative for customer experience leaders will be fostering trust through verified communication. Two-thirds of consumers want more accurate caller ID to help identify trusted calls (Numeracle, 2024). With AI playing a larger role in communications, consumers will demand trustworthy interactions. Establishing verified identity and robust security measures will be critical in ensuring customers know when they can trust the systems they engage with. By integrating identity verification and security into every interaction, companies can deliver a customer-first experience that drives loyalty and satisfaction in 2025 and beyond."

~ Rebekah Johnson, Founder & CEO, Numeracle

"I think employee engagement should stay at the top of the list. While AI is enhancing many roles and changing others, there's still a need for human agents to assist customers. It’s critical to have qualified agents who can effectively address inquiries, and retaining them depends on ensuring they feel equipped and supported. This means providing proper training, coaching, and encouragement. When employees feel valued and confident in their roles, they have little reason to seek opportunities elsewhere."

~ Julie Via, Senior HR Director, Avantive Solutions

"Hyper-personalisation goes beyond simply gathering data—it’s about genuinely listening to customers and engaging with them in a professional manner in their preferred method of communication. By leveraging data thoughtfully, businesses can create tailored interactions that make customers feel recognised, understood and valued. Consistency across every touchpoint—whether through phone calls, social media or live chat—is essential. Every interaction should feel seamless, as if the customer is speaking to the same attentive, helpful representative in each brand interaction."

~ Roshan Sookdeo, Director of Global Solutions, CallForce Outsourcing Specialists

"There was such a push for AI this past year, so I think we’ll see a big focus on bringing authenticity back in 2025. For B2B, the initiative will be to humanize content, whether through employee stories or behind-the-scenes moments. On the B2C side, I see a shift toward empowering agents to have personalized interactions rather than being so polished or robotic with their scripting. There’s definitely a time and place to use AI for efficiency, but at the end of the day, consumers trust people over AI."

~ Adrienne Valpy, Senior Marketing Manager, Avantive Solutions

“New technologies can keep a company at the forefront of the industry, but employers can’t lose sight of their most important asset: employees. Maintaining humanization in contact centers is essential as technology, like AI, evolves.

Employees should feel valued as individuals, not just numbers. Engaged employees are motivated to deliver their best, and meaningful interactions like feedback, coaching, and recognition nurture this engagement, while investing in their growth helps ensure retention. In Mexico, where family values are deeply rooted, involving employees' families in company events strengthens the bond between them and the organization. When employees feel supported both personally and professionally, they’re committed to the company long term in return.”

~ Greta Medina, Marketing Manager, Avantive Solutions

“CX leaders and contact centers must prioritize flexibility, scalability, and personalization to meet evolving customer expectations.  Fractional workers will play a transformative role in these initiatives by enabling companies to scale their operations dynamically, match specialized skills with customer needs, and provide 24/7 support across diverse geographies and languages. By embracing these models, businesses will remain agile, deliver superior experiences, avoid costly operational and capital expenditures while maintaining a distinct competitive edge in the rapidly evolving CX landscape.”

~ Daniel Akre, Founder & CEO, GigCX Talent

"As a manager with a training background, I know strong training programs are the key to keeping customer interactions consistent, especially with remote and tenured agents who can get comfortable and drift from processes. Contact centers hire individuals from all walks of life, and ensuring consistent support is important to clients and customers. In 2025, contact centers should invest more into new-hire training initiatives that connect deeply to core values, ensuring they stick long-term. Quality Assurance is also necessary for consistency and helps take some pressure off Operations teams. Focusing on proactive approaches helps deliver high-quality customer care every time."

~ Bill Ferris, Operations Manager, Avantive Solutions

"Enhancing the employee experience is key to improving customer service quality. Happy, engaged employees are more likely to deliver exceptional service, and providing them with the right tools, including AI support, can help reduce stress and improve efficiency. On the customer side, people are often in a rush and don’t have time to waste. They are looking for companies that understand today's daily challenges and offer ways to make interactions easier. Customers need assurance of a consistent, well-thought-out, integrated experience across all channels, including phone, email, chat, social media, and in-person interactions."

~ Josue Ceron, General Manager, Latin America, Avantive Solutions

"In 2025, focusing on employee well-being will be key, as mental health and work-life balance become even more important for job satisfaction and keeping great employees. Contact centers can offer flexible schedules, mental health resources, and create space for employees to actually leave work at work. By offering support through employee assistance programs, promoting open communication, and building a culture of care, companies can help create a healthier, happier, and more engaged team.”

~ Julieta Lopez, HR Director, Avantive Solutions

About Us

Avantive Solutions is a global contact center and business process outsourcing (BPO) leader specializing in innovative customer experience (CX), strategic sales, and digital marketing solutions.

As a partner of choice for some of the world’s most recognized brands in healthcare & life sciences, telecommunications & media, e-commerce, and petcare & animal health, we reimagine the customer experience and maximize results through enterprise-level technologies. We offer seamless omnichannel platforms and provide advanced technologies and solutions such as Voice Analytics, Business Intelligence and Data Visualization, AI, and Machine Learning.

Our people-centric teams across the globe are spirited and engaged. We embrace diverse thinking while celebrating employee achievements and giving back to the communities where we live and work.