Proactive customer service can pay off

Customer service is a broad and expanding field. The manner, techniques and customs of providing customer service make this go-to-market strategy complex. However, when executed well, customer service can be very profitable and provide a strategic advantage.

In a recent discussion with a client, the topic of customer service was being explored by the client regarding his customer engagement. This client and many others were looking at one element of customer service. The element of customer service that receives the most attention is when a customer contacts your organization with a product or service issue, information inquiry or relationship update.

When the customer contacts your organization and you respond to them, you are engaging in what I consider to be reactive customer service. You are reacting to a customer — in athletic parlance, you are playing defense.

Defense is my chosen word because how you respond and resolve the customer’s concern, whatever that concern might be, is placing you on your back foot or off balance. The customer is directing the conversation and it usually starts off negative. Your organization and policies then attempt to reverse the call from a negative space to a neutral or hopefully a positive space. No wonder there is so much stress in traditional custom service call centers.

Think about your last interaction with a customer service call. In most cases you are agitated and wanted a resolution to your concern. Organizations invest significant resources in training, technology, personnel and workflows to make your experience as positive as possible. There are those times when the investment pays off and we are more engaged with the organization as a result of how the situation was resolved. Sadly, most customer service calls end with a less-thandesired outcome for the customer and organization. How often do you wait for the “three-question customer service survey” at the end of customer service call?

It is said that a good offense is the best defense. In customer service that would be proactive customer service. In a proactive customer service organization, you would call the customer first.

The first call can take a variety of forms. With knowledge of your product or service, you have a reasonable idea of the usage patterns by your customers. For example, in this world of predictive analytics and sensors, some products, for example newer automobiles, jet engines, etc., have progressed to the point of suggesting and scheduling service intervals before there is a customer concern.

My readings suggest that a high percentage of engineered products have an expected service life under certain operating environments. If that is true, wouldn’t it be nice if my oil burner company contacted me with a suggestion for an upgrade or component replacement before it broke, or provide a discount of some level? There might be a happy customer who will tell his neighbors about his experience with proactive customer service.

Correctly implemented, proactive customer service could also lead to repeat sales. Repeat sales signal a satisfied customer who has a good chance to become that most desirable of customers, an advocate for your goods or services to their network.