Proactive customer support can be one of the most valuable weapons in the customer service arsenal to drive customer...
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satisfaction and reduce customer attrition.
Many companies use proactive customer support to keep customers up to date on the status of a product or service, whether the information is good or bad. For example:
- Many companies that ship a product will proactively notify customers of the status of a shipment and provide a tracking number.
- Many airlines will proactively notify customers if a flight is delayed or if there is a gate change.
Proactive customer service provides an opportunity to enhance the customer journey by creating a dialogue, anticipating customer needs and, at some times, staying ahead of potential issues.
While proactive customer support is growing rapidly, it could become more widespread under these conditions:
- Companies need to look at customer interactions as an opportunity to enhance a relationship, not just as an additional cost.
- Companies need to implement tools to allow for proactive customer support.
- Companies need to understand how a lack of proactive service frustrates customers over time and creates disaffection; as alternatives arise, the customer may defect to another company.
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