Although most of us WANT to be more proactive in our service, as many as 40% of companies still remain mostly reactive. The biggest challenge? It’s hard to identify and screen meaningful opportunities for proactive contact.
It’s relatively easy for companies to identify “critical” issues and proactively alert customers on these issues (think flight cancellation alerts), but most organizations are less sure about meaningful opportunities for proactive “value-added” contact (think forward resolving next likely issues or educating customers on product usage). The risk here is this: contacting customers on irrelevant or unimportant issues can annoy them, instead of reducing customer effort and pre-empting calls.
In this two-part blog series, we’ll talk about strategies you can use to identify value-added opportunities (part 1) and how you can screen these opportunities to make sure they’re relevant to customers AND viable for the business (part 2).