By the time a customer tells you they are leaving, the decision has often already been made months earlier. The signals were there in onboarding gaps, stalled adoption, declining engagement, and missed opportunities to demonstrate value, but they weren’t acted on in time. As retention comes under increasing pressure, customer leaders are being forced to rethink how they identify risk, measure customer health, and intervene earlier in the lifecycle. This panel explores where accountability for churn really sits, why traditional warning systems fail, and how leading organisations are building more proactive retention strategies. You will leave with: - Practical ways to identify churn risk earlier - Strategies for building more effective customer health frameworks - Insights into where retention accountability should sit - Real examples of organisations reducing churn before renewal conversations begin