Proactive customer service is about foreseeing client needs and meeting them before they have to ask. This type of service is also aimed at increasing retention rates while boosting performance. Unfortunately, many companies do not employ proactive strategies. Instead, they flounder with reactive services, which means that they are always behind the curve when it comes to customer satisfaction. Before truly understanding the difference and highlighting proactive strategies, however, it is necessary to draw attention to proactive approaches, specifically messaging.
Many reactive companies struggle to limit customer turnover or suffer from flooded inbound call center services. Often, these struggles are due to poor communication between a brand and its customers. For instance, some companies fail to explain or notify consumers when updates or changes to service are going to occur, meaning that when those things happen customers are rightfully confused and sometimes upset. Also, reactive companies often fail to retain customers who do not fully understand the benefits offered by their products or services. These situations can be avoided with the use of the two types of proactive messaging.
– Broadcast customer service messages are aimed at early influence. These messages do not depend on specific user data or timelines. Instead, they are designed to highlight broader aspects of a product or service. For instance, these messages may display as pop-ups or banners notifying all customers of product updates or outages. Primarily, this messaging tactic is used to inform and reduce confusion in the event of product or service changes. However, broadcasting can also be used to deliver announcements of newsletters and other customer-friendly information. Remember knowledge is power and in this case informative power.
–Trigger-based messages are automated and designed to suggest a user takes action at a specific time. For example, these messages could be used to encourage nonactive users into action by offering support material, or the messages could encourage a customer to use certain aspects of the system that they have not explored yet. In either case, trigger-based messaging is directed at a more specific piece of the customer cycle, and as with all proactive messaging it is designed to encourage user or customer participation whether that is to explore a new feature or purchase an upgrade, service or product.
While implementing a proactive approach is ideal, it does take work and should not be rushed into recklessly. Implementing this type of strategy requires the identification of common issues and customer concerns as well as the collaboration of ideas for the development of appropriate solutions. However, any successful plan will develop its solution around five tried and true strategies.
– During the acquisition phase, proactive customer service will guide customers throughout their buying experience. This can be done through live chat services or even guides that help customers understand how and what to fill out in a form.
– When discussing influence, proactive service is all about highlighting new or compatible products or services. Therefore, if a consumer places an item in their cart, a message would alert them to similar items.
– Trigger-based messaging is often used to educate consumers. However, unlike physical customer service, these messages are likely automated and provide instructions or advice on unused features.
– While many reactive companies can become overburdened with support tickets, leaving their call center services in a constant cycle of angry customers, a proactive trigger-based or even broadcast message can be displayed for those instances of shared issues, like outages or glitches.
– While there is no great method for customer retention when discussing reactive companies, there are numerous proactive solutions. Customer service centers can be alerted to users who are not actively participating in the provided service through trigger messages. Therefore, inactive customers will experience a personalized message, encouraging them to remain loyal and active users.
The main difference between reactive and proactive customer service comes down to wants and needs. Reactive services are only concerned with the immediate want of a client, ignoring the greater need. Sure, they will still sell products and services, but their retention and satisfaction rates will likely suffer. Proactive service is about resolving the underlying needs of consumers, resulting in improved customer experience with higher retention and satisfaction rates.
Is your company suffering from high levels of user turnover? Is your call center overwhelmed by repetitive consumer complaints surrounding similar issues? Don’t waste another minute being reactive. If you are interested in implementing a proactive customer service strategy, then contact Etech services, where serving your customers is the only priority.
Yours in service
David A. Carrizales