Customer churn rarely happens all at once. It happens quietly, at every broken touchpoint along the journey, long before any survey is sent. Sumeet Mathur, SVP and MD, India Business Technology Centre at ServiceNow, and Aditya Sudhindranath, Chief Strategy Officer at Deloitte, explain how organisations can shift from reactive CX measurement to predictive and preventive churn indicators. Using a real telco example, where an order activation cycle stretched from 12 to 48 days, they show exactly where customers drop off and what consistent, connected communication across the full journey does to prevent it. The organisations winning on customer retention are not waiting for CSAT scores. They are tracking experience at every stage and acting before churn becomes a reality. This conversation is drawn from The CX Shift India 2026, ServiceNow's annual customer experience research study. This year's report surveyed 5,000 Indian consumers, 425 customer service representatives and 280 business leaders to understand the state of CX in India and the path forward. Download the full CX Shift India 2026 report: https://www.servicenow.com/lpebk/cx-shift-india.html Explore ServiceNow Customer Experience solutions: https://www.servicenow.com/solutions/crm.html