Proactive Service Will Take Your CX To The Next Level

Proactive customer service has been a much talked about buzzword in the CX industry over the past two years.  The attention paid to this topic is warranted, especially after a Gartner study reported that implementing a proactive approach to CX provides many benefits, including significantly higher CSAT and NPS scores and lower coast and higher efficiency for brands.

However, the same Gartner study of 6,000 consumers revealed that less than 20% of customers recall receiving any type of proactive customer service. It’s clear that despite all the attention is not translating to companies implementing this approach.  I attribute this to a lack of understanding of the basic tenets of proactive service and an inability to implement the tools to make it a reality.  So what does proactive customer service really mean?

At a high level, it focuses on anticipating customer needs and providing assistance or information even before customers realize they require it. Traditional reactive customer service waits for customers to reach out with a problem, whereas proactive customer service actively seeks to prevent issues and offer support preemptively. As Gartner summarizes:

“Reactive service experiences place the burden on customers to find the best channel for resolution, whether it’s to check on the status of a request, conduct a transaction or troubleshoot a repair issue. Customers often switch channels or use multiple channels concurrently, further increasing both effort and service costs,” said Philip Jenkins, senior director analyst in the Customer Service and Support Practice at Gartner. “But these negative effects extend well beyond cost and the service experience – to the organization’s revenue, its inability to mitigate disloyalty and maximize wallet share, and gauge overall profitability as well.”

A true proactive approach to CX includes:

• Data Analysis: Utilizing customer data and analytics to identify patterns, trends, and common pain points. By understanding customer behavior, you can anticipate needs and tailor your proactive efforts accordingly.
• Proactive Communication: Reaching out to customers through personalized emails, notifications, or phone calls, providing relevant information or tips that can enhance their experience. Keep customers informed about updates, product launches, or potential issues to demonstrate your commitment to their success.
• Predictive Support: Leveraging technology, such as artificial intelligence and machine learning, to predict customer issues based on historical data. Using chatbots or automated systems to provide instant support and self-service options.
• Feedback and Surveys: Regularly seeking customer feedback to identify areas for improvement and understand their evolving needs. Actively address concerns or suggestions to show customers that their opinions matter.

In addition to cost and efficient savings for your organization, you’ll create happy and loyal customers due to:

• Improved Customer Satisfaction: By taking a proactive approach, you can exceed customer expectations and provide a seamless experience. Anticipating their needs and resolving issues before they become problems demonstrates your commitment to their satisfaction.
• Increased Customer Loyalty: When customers feel valued and supported, they are more likely to remain loyal to your brand. Proactive customer service builds trust, fosters positive relationships, and encourages repeat business.
• Reduced Customer Effort: By identifying pain points and addressing them before customers encounter difficulties, you eliminate unnecessary frustration and save their time. This can significantly reduce customer effort and enhance their overall experience.
• Enhanced Brand Reputation: Delivering proactive customer service showcases your dedication to exceptional support, which can elevate your brand’s reputation. Satisfied customers are more likely to share their positive experiences, contributing to word-of-mouth marketing and attracting new customers.

Ready to stop talking about proactive customer service and actually implement this approach? XperiSource can help. Reach out to us at 949-669-1370 ext. 101 or louis.ochoa@xperisource.com.