What AI Can’t Tell You About Customer Decisions & Churn

Session Abstract

You have more customer data than ever, and AI can summarize it in seconds. Yet when it comes to preventing churn, data alone often misses what matters most: the motivations, concerns, and decision-making factors that drive customers to stay, expand, or leave. This session explores the critical role of human conversation in uncovering insights that AI cannot fully capture. Natasha Narayan, CEO and Co-Founder of IcebergIQ, and Ruben Rabago, Founder and Chief Advisor at Customer Revelations, will share how direct customer conversations reveal hidden objections, real priorities, and the underlying reasons behind customer behavior. Through examples from B2B SaaS companies, attendees will learn where AI-driven churn analysis falls short and how to incorporate the human layer into their retention strategy to better understand risk, strengthen relationships, and drive growth.