2 Table of contents 03 Introduction 04 The CX shift 08 What customers want 14 What service reps need 19 What leaders are missing 25 The building blocks for AI-powered CX 42 Appendix 3 India is setting a new pace for service expectations. Customers are ready for AI, they value speed, and they increasingly choose brands that respond quickly. But what I find just as important is the second part of the equation: speed means very little if it doesn't actually solve the customer's issue. That is why I keep coming back to a simple leadership responsibility. AI is transforming how fast we can serve customers, but leadership’s role is to ensure that speed never comes at the cost of humanity. In India, the future of CX belongs to organisations that use AI to deliver responsive service that amplifies empathy, not replace it. Paul Fipps, President, Global Customer Operations, ServiceNow, calls CX “the growth opportunity of this moment”