Proactive customer service is also sometimes referred to as preemptive customer service, and it has a number of benefits for the customer and the business.
You can’t be everything to every customer. You may want to consider offering proactive service to your high-value customers. If they are authenticated, this information would be easily available to you from your transactional systems of record.
You would have seen this as a consumer—the second you go to a website, you will be literally ambushed with an offer to chat or a form about filling out a survey. This is a major turnoff. A better approach would be to set rules to offer it at the right time—for instance, if a consumer had been on a page for some time or if the consumer has filled up the shopping cart to a certain dollar amount.
As part of the government’s digital services initiative, this European tax agency goes digital and proactive for maximum customer satisfaction.
Proactive service could use automated services such as a chatbot or human-assisted service such as chat. For instance, you may want to offer human-assisted, proactive service to a high-value customer that has been on a page for a while but offer chatbot assistance otherwise.
Proactive service entails making the right offer, based on context. It could be an offer to talk to a chatbot, chat or cobrowse with a human, escalate to a phone conversation, a useful companion product, a cross-sell offer, or a tip that will avert a future call (i.e., Next Issue Avoidance).
If you are a high-touch, service-oriented brand, you may want to err on the side of human-assisted proactive service rather than making the customer jump through multiple hoops and cross a moat with alligators to get such a service!
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