Evolution Of Indian SaaS Retention Market: Growth Of CDP Adoption North Of 50,000 Orders And The Shift Toward Agentic AI Serviceability

The customer success role in India’s SaaS market, particularly in marketing automation and CDP tools, remains misunderstood. Clients often expect service-like support rather than value generation. The trend is shifting towards adopting comprehensive ecosystems, with players like MoEngage and CleverTap leading. Growth is mainly driven by customer segmentation and personalized engagement. As client demands increase, especially in data handling, AI integration is pushing costs up by 20-30%. Service quality, particularly for non-legacy brands, remains a significant factor in platform churn.