To be able to fight various problems and downtime, companies across the globe are finding the ways to improve their capability and make them more resilient. Proactive services have an important role to play in this whole process. The notion behind proactive services is to quickly identify and provide a solution for anticipated problems even before they arise. Proactive service is a big aid to those organizations that aim to improve their customer base and brand loyalty.

In many fields such as medical and healthcare, demand on providing better customer service is very high sometimes but capacity is relatively fixed over periods, which leads to delays for customers. To reduce such delays, providers of service often implement strategies that aim to regulate customer demand.

One such strategy is proactive services. To be proactive means to change the things in the positive manner, for the betterment of the company and the customers.

Proactive behavior involves bringing about the change, not just anticipating it. It only not entails the significant characteristics of flexibility and adaptability towards an uncertain issues and future. To be proactive means to take the required actions that can grow the business. On the other hand, behavior that is not proactive entails passive behavior and let the customers try to make things happen. Proactive services differentiate the organization from the rest of the marketplace.

Proactive Services Advantages

Proactive service offers numerous benefits other than “feel good” emotion.  The following are some reasons why proactive service makes good sense for businesses across the globe.

1. Positive Impact

In the 21st century, where companies that take the title of change-makers than changer watchers, and individuals survive and advance by expanding their contributions and making a perceived difference, proactive services and behavior have many advantages. Proactive services generally have a positive influence on how the organization is perceived by others.

2. Customers Satisfaction

In an organization, when all the employees work together, they become a force that boosts mutual understanding and provides an improved and more satisfying experience for all the involved staff. These things matters to the customers because there is clear evidence that happy employees can give better customer service.

3. Long-Term Value

In the modern era, companies are estimating the long term value or profitability of their customers. It is often seen that meeting or sometimes crossing customers’ expectations of support from companies maximize their longevity and hence, improves their value.

For example, a major airline proactively sends the text or an automated voice message to customers to make them aware of the flight delays and extreme weather warnings before they leave their home to the airport. Simple proactive customer service like this can often make the lives of customers better at a ground level.

4. Retain Existing Customers

Having a proactive engagement with your existing customers, even if they have not reached out to you in a direct manner, could impact the already built relationships positively. With the increasing presence of social media and customers turning to it for enhanced customer services, one must go ahead and identify the patterns and behavior of their customer base to provide better solutions to their problems.

Proactive Services: How to execute the perfect strategy

The following tips will help you to strengthen the business by developing a solid proactive service strategy.

  1. Create and implement a strategy that focuses on listening and can identify and resolve issues before they come to the surface. For this, the company can make an appraisal so that only the best employees who are good listeners, proactive and empathetic can handle such tasks.
  2. Companies must leverage the buying patterns as well as latest trends, so that they can an insight into the needs and other opportunities of the customers. For this, companies should not rely on the single data source alone, but they should keenly observe what customers do and want.
  3. Create a strong proactive strategy that suits the business model and chooses the tools that best meet the customers’ demands and needs.

Opportunities in Future

The focus of proactive services should be to spot and give details about the already existing issues and practical solution before they even occur.

Some of the new studies find that customers favors those services providers that take the initiative to reach to them before they have to start contact for themselves.  Customers respond optimistically when companies proactively spot and resolve problems before customers identify them for themselves.

Proactive services show the three important characteristics of personal initiative as demonstrated by customer service representatives.

First, proactive services require self-started behavior. This behavior often involves that behavior that crosses the demands of the customer. Secondly, it requires the orientation of long term behavior of forward-thinking. Third, it results in the implementation of the planned strategy that could result in benefits of the organizations.

Recent trends show that customers who get proactive services have experienced a greater positive impact and satisfaction. Additionally, customers engage in more favorable attitudes and behavior towards the company.

For the coming future, it can be predicted that proactive services have the potential to change the behavior of the customers in a positive manner. Moreover, proactive services have a regular favorable influence on customer behavior and mindset than the other corrective methods.


Customer services play an important role in the whole journey of a customer that begins from purchasing a product to ensure complete purchase satisfaction. The focus of Proactive service is to make customers happy with precise and useful information at the time of need. As proactive services becoming more and more significant for both companies and customers, it can be said that the proactive services market will grow more in the next few years.

Therefore, we can say that by engaging and implementing proactive services, any company would profit because customers love and respect when companies address and identify their issues even before that occur. Proactive services are a great way to create customer loyalty because when a company begins the process of resolving issues from their side, the customer responds to such behavior by engaging in a long term positive relationship with the company, which in turn becomes the driver for overall growth.

As the nature of work and organization become more dynamic in this modern century, the proactive services become all the more important today.


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Knowledge Based Value (KBV) Research is a global brand and consulting firm serving all kinds of business verticals, government and non-governmental organizations, and not-for-profit organizations. Our motto is to extend our services that will have a lasting impact on our clients who trust us with their business goals.

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