Or Transform Your Customer Experience By Making Your Customer Service Proactive – Part 2
Previously in Why Relying Only On Reactive Customer Service Is No Longer Good Enough , the first in a series of three articles on proactive customer service, we looked at establishing the business case for proactive customer service.
In this, the second article in the series, we’ll explore where the opportunities lie and will provide some examples of companies that are experiencing great results via their proactive strategies.
Locating The Opportunities
Analysis of leading companies show that they realise that relying just on reactive customer service is no longer sufficient in order to compete, differentiate and drive their businesses forward. Increasingly they are now implementing proactive customer service strategies which is allowing them to lower costs, drive additional revenue, improve satisfaction and NPS scores, increase customer engagement and, also, boost customer loyalty and retention.
Identifying where opportunities to be proactive lie, Kate Leggett of Forrester in a recent post on trends in customer service in 2015 suggested that:
“In 2015, we expect organizations to explore proactive engagement ……delivered at the right time in a customer’s pre-purchase journey to help answer customer questions.”
Personally, I don’t think Kate and Forrester go far enough and there are opportunities to deliver value to the business and the customer not just in the pre-purchase phase but across the whole customer life-cycle (pre-purchase, purchase and post-purchase).
Here are some examples from firms leading the way:
1. Pre-Purchase: Proactive service can begin before a prospect is a customer.
2. Purchase: Proactive service improves the customer experience of existing customers.
3. Post-Purchase: Proactive service maintains and improves the ongoing relationship.
I hope that that these examples provide inspiration and food for thought of the scale of the opportunity that proactive customer service can offer.
However, it’s all very well and good having the ideas but it’s the implementation and execution of the ideas where the real work begins.
Therefore, in the final article in this series, I will suggest a process that firms can go through that will help them identify, develop and implement ideas for proactive customer service initiatives and improvements.
This post was originally posted on my Forbes.com column.