Infobip Report Highlights Six Pillars of Customer Experience
Global AI-first cloud communications platform Infobip released its India Digital CX Report 2026 on July 1, revealing a significant shift in how Indian brands approach customer experience (CX). The report identifies six CX pillars driving customer decisions: Expectation, Personalization, Time & Effort, Resolution, Integrity, and Empathy. Among these, 'Expectation' emerges as the single largest driver of churn, representing 24% of how Indian customers judge brands.
Churn Rates Soar When Expectations Are Not Met
The report highlights that in the telecom sector, 44% of customers switch providers when expectations are not met. In apparel, 46% of shoppers substitute brands after poor support. These losses stem directly from fragmented systems, lost context between channels, and repetitive information requests. While SMS, WhatsApp, email, and voice remain critical channels, winning brands are moving beyond managing them in silos and instead orchestrating end-to-end customer journeys powered by unified data, AI, and automation.
Enterprises Accelerate Investments in Data, MarTech, and AI
To close these gaps, enterprises are accelerating investments in data, MarTech, and AI. India's Customer Data Platform (CDP) market, valued at $311 million in 2025, is projected to grow at a 24.7% CAGR to reach $2.4 billion by 2034. Meanwhile, 95% of Indian brands plan to increase MarTech spending, with 65% allocating more than 16% of their total budgets to it. AI adoption is also scaling, with 55% of telecom companies deploying AI beyond pilot stages and embedding it directly into customer journeys.
Continuity, Not Reach, Defines Modern CX
Paritosh Gandhi, Country Head, India, Infobip, said, 'Indian customers are not walking away because brands lack digital presence. They leave when every interaction feels like a fresh start -- when the brand forgets who they are, what they asked for, or how urgent the issue is. That is the deeper challenge our Digital CX report points to: CX is now measured by continuity, not reach.' He added, 'Addressing this requires more than adding another tool. It requires AI agents, conversational data, and journey orchestration to work together, so enterprises can read intent earlier, respond with context, and scale CX with stronger governance. Infobip AgentOS brings these capabilities into one operating layer.'
Privacy and Compliance Must Be Built Into Customer Journeys
As AI becomes central to CX, the report stresses that privacy and compliance, particularly under the Digital Personal Data Protection (DPDP) Act, must be built directly into customer journeys. Currently, only 9% of organizations report having a comprehensive understanding of the regulation, leaving ample room for improvement. The report encourages enterprises to explore complete industry-specific insights, use cases, and strategic recommendations by downloading the full India Digital CX report.
