How Unified CX Systems Boost Agent and Customer Experiences

This article was written by Giovanni De Angelis, Chief Marketing Officer (CMO), and Margarethe Nitzsche, Marketing Manager, at Softphone.ai, a Genesys AppFoundry Partner.

Today’s customers want fast, personalized and seamless service. Yet, many contact centers still wrestle with disconnected systems and siloed data — a combination that disrupts customer journeys, slows resolutions and leaves agents frustrated. These operational gaps can not only impact efficiency but can also erode the quality of the customer experience.

Improving this dynamic requires more than simply adding new tools. It calls for a unified experience strategy that connects agents to the right data, at the right time, within a single interface. It should leverage the intelligence of AI to make every interaction smarter and more efficient.

By integrating CRM systems and contact center platforms through certified, AI-powered solutions, organizations can create an environment where both the agent experience and the customer experience thrive.

Enhancing the Agent Experience with Unified Systems

In many organizations, agents must navigate multiple applications that operate in silos. This constant toggling between systems can increase handling times, limit personalization and raise the risk of errors. It’s also a major driver of agent dissatisfaction and turnover.

Improving agent experience can boost customer satisfaction, with research reporting an increase of up to 11% when service reps’ lives are made easier. Indeed, understanding and optimizing the agent journey — from onboarding through ongoing engagement — directly influences customer experience outcomes. Additionally, fragmented systems and insufficient training contribute to agent frustration and turnover, which can negatively affect both productivity and customer satisfaction.

This underscores the critical value of investing in agent experience to achieve better customer outcomes and operational results.

AI-powered CRM integrations address this by providing real-time context at the moment of engagement, whether through screen-pops that display customer history or intelligent routing that ensures the right agent handles the right request. This convergence of systems enables agents to work more effectively and customers to enjoy a seamless, personalized journey.

Transforming Contact Centers with AI-Driven Unified Workflows 

Artificial intelligence (AI) is transforming contact centers by automating repetitive tasks and enhancing decision-making within a unified, CRM workspace that integrates with the Genesys Cloud™ platform. Agents benefit from real-time predictive insights, sentiment analysis and contextual recommendations without leaving their primary interface.

For instance, AI-powered next-best actions guide agents to the most effective resolution or up-sell opportunity using live customer data. And sentiment analysis helps detect frustration early to prompt adaptive responses. Intelligent automation manages post-call logging and summarization, which can allow agents to dedicate more time to high-value interactions.

The impact of AI is measurable: As of July 31 2025, over 55% of Genesys Cloud customers leveraged at least one AI capability to help boost operational efficiency and customer experience. Adoption of real-time AI support tools like Genesys Cloud Agent Copilot grew nearly four-fold year-over-year, helping agents deliver faster, personalized service. Genesys reported launching more than 150 new AI features in fiscal year 2025 alone, reflecting rapid enhancement of AI-driven experience orchestration.

This seamless AI integration helps elevate productivity and service quality, enabling measurable ROI through increased customer loyalty, reduced average handle times and enhanced operational efficiency. By streamlining workflows, AI can deliver compounded improvements in both productivity and quality, meeting the evolving expectations of today’s fast-paced customer service landscape.

From Friction to Flow: AI-Powered, Unified Systems in Action

Imagine a customer calling in for support. Before the agent picks up, the system has already identified the caller, retrieved their interaction history, predicted the likely reason for contact and surfaced relevant knowledge articles. If the call needs to be transferred, all context travels with it, eliminating the need for the customer to repeat themselves.

With AI-enabled summarization, the case is logged automatically after the call, complete with a concise summary and next steps. The agent moves on to the next interaction without losing momentum. This is the power of AI-powered, CRM-integrated Genesys Cloud environments: minimal friction, maximum focus and measurable impact on both the employee and the customer.

These unified workflows also create opportunities for cross-channel consistency. Whether the customer connects via voice, chat, email or even secure video support, the agent has a 360-degree view and AI-driven context at every step. This consistency can help to build trust, reduce handling time and allow organizations to deliver on their brand promise.

The Role of Certified Integrations in a Unified Experience

Certified integrations go beyond ensuring technical compatibility; they enable the entire customer and agent journey to be secure, reliable and optimized for performance.

Certifications from leading platforms mean that integrations have undergone rigorous testing for stability, data protection and compliance with industry standards such as GDPR and HIPAA. 

This level of assurance is critical when layering AI-powered capabilities onto your contact center. Unified systems can only perform at their peak when data flows seamlessly and securely between the CRM system and Genesys Cloud, enabling real-time decision-making without compromising trust.

Certified integrations also accelerate time-to-value, often cutting deployment timelines from months to weeks. This can be especially important during cloud migrations or major platform upgrades.

By combining certified integrations with AI orchestration, organizations can confidently scale innovation, improve first-contact resolution and ensure every interaction reflects their brand promise.

Operational and Business Impact through Unified Experiences

The results of a unified experience approach can be significant. Agents are able to work in a less fragmented environment, which can improve satisfaction and reduce turnover. Customers enjoy faster resolutions, more personalized service, and fewer handoffs.

Operationally, organizations can see gains such as:

• Several minutes saved per call through reduced system switching and AI automated tasks.
• Faster onboarding for new hires, as unified systems simplify training.
• Reduced cognitive load.

The Future is Unified: Delivering Exceptional Experiences 

Softphone has been a trusted Genesys partner for over 20 years. Softphone Smart Connectors, listed on the Genesys AppFoundry^® Marketplace, are widely used by enterprises in different sectors.

Softphone Smart Connectors are transforming contact center operations by integrating Genesys Cloud with all CRMs. These connectors can help enhance agent productivity, increase customer satisfaction, and deliver significant cost savings and operational efficiencies.

Together, Genesys and Softphone help deliver:

• Accelerated Time-to-Value: Users can deploy in weeks — not months — with prebuilt, certified integrations that work seamlessly from Day One.
• Reduced Integration Overhead: Minimize IT workload and risk with proven, vendor-approved connectors that reduce custom code complexity.
• Scalable, AI-Ready Architecture: Easily expand capabilities across channels and geographies while leveraging AI-driven routing, guidance, and analytics.
• Consistent, Unified Experiences: Empower agents with a single, context-rich workspace that help reduce effort and boost both agent and customer experiences.

Explore Softphone Smart Connectors on the Genesys AppFoundry or request a demo to see them in action during a tailored session.