The case for proactive customer service: Five capabilities to intelligently prevent disruption and provide consistent service experiences

When products have problems or services go down, customer confidence in a brand’s ability to deliver on its promise of satisfactory service is weakened. Customers expect that incidents, outages and disruptions will be resolved quickly once the issues have been raised with the service provider. This traditional customer service model of fixing problems as, or after, they occur is known as reactive service, and soon it could be considered an indication of a subpar customers experience.