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White Paper: Overview
In business, as in life, it’s often wise to seize the initiative. Reacting to problems after they occur is usually more expensive than addressing them proactively. It also usually means that the problem gets bigger than it would have been if it got nipped in the bud.
This principle applies to customer service as well. While most customer service organizations (CSOs) have traditionally operated almost exclusively in reactive mode—responding to customer queries as they arrive—it is also possible to address customer service issues proactively.
A proactive approach to customer service delivers many benefits. First, it significantly improves the quality of customer service. With proactive customer service, problems can be eliminated before the customer is even aware of them. This high quality of service can be a serious competitive differentiator and ensure the longevity of customer relationships.
Second, Proactive Customer Service reduces costs. Compare the cost of receiving and responding to several hundred phone calls and emails to the cost of sending a single, well-crafted email message to a targeted list. By pre-empting inbound inquiries, proactive CSOs can replace interactions that cost several dollars with interactions that cost pennies.
Third, proactive communications allows CSOs to support more customers and more products within existing staffing levels. With automated proactive service mechanisms carrying more of the burden, CSO headcount no longer has to grow in proportion to demand.
This paper describes the mechanisms and techniques companies are using to deliver Proactive Customer Service. It also details the benefits that these companies are experiencing as a result of going proactive.
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