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Intelligent Virtual Assistant

 The Opportunities and Fears Surrounding Intelligent Virtual Assistant

Shep Hyken interviews Genefa Murphy, the Chief Marketing Officer for Five9. They discuss how to use AI and automation to increase efficiency, capacity, and effectiveness within your contact center and ultimately deliver a better customer experience.


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Summary and Top Takeaways:

Do people still use the phone to reach a company when they have a question or a problem?

A lot of companies buy into the “Digital Fallacy” or the belief that digital channels are the only things that matter, and that voice is no longer important. However, The Five9 Customer Service Index 2021 found that:

  • Customers from the US, UK, Germany, Italy, and Spain all ranked phones as the preferred choice when dealing with customer service issues.
  • 51% preferred phone when it comes to general issues.
  • 2% prefer phone when it comes to urgent or sensitive concerns.

People still use voice channels. What people don’t like about voice channels is the experience. They don’t like waiting on hold, complex IVRs, or conversational AI that doesn’t work.

So, how do we separate the digital channel and the digital experience? How can customers move through different modes of communications, including voice and digital channels, seamlessly without having to repeat their stories?

In this episode, Genefa Murphy talks about Five9’s Intelligent Virtual Agent and how AI can be used to improve communication across all channels.

Tune in to find out just how intelligent the Intelligent Virtual Agent is, how it enhances customer interactions, and if it will take away jobs from human customer support agents down the line.


“AI may replace what a human once did but it doesn’t mean that humans need to be replaced in customer support.”

“The digital workforce can free up your agents to work on the things that matter most such as engagements and interactions that require more empathy.”

“Get uncomfortable. Now is the time to reimagine customer experience and take advantage of AI and automation to your benefit.”


Genefa Murphy is the Chief Marketing Officer for Five9. With over 15 years of global experience in the field of technology from consulting to product management, strategy, and marketing, she is an accomplished leader and has led worldwide teams in creating and executing compelling and effective go-to-market strategies.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.

This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. Do people still call customer support?
  2. What is an Intelligent Virtual Assistant?
  3. What does the digital fallacy mean?
  4. Will Intelligent Virtual Assistant replace humans in contact centers?
  5. Should every business use AI and automation?

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