Why Do Companies Need To Be Proactive In Customer Service? [Survey]

Proactive customer service, a pivotal aspect of brand competition, aids differentiation from competitors by prioritizing anticipatory engagement for excellence.

Consumers have also become accustomed to great customer service and don’t compromise with it, a huge proportion – 87% of consumers also want companies to go the extra mile and set new standards of customer service with their innovation.

• 64% of consumers said they have experience of proactive customer service.
• 73% of consumers said they want a company to contact them proactively regarding fraudulent activity on their account.

Of those consumers who did not have the experience of proactive customer service:

• 83% of consumers said they want companies to contact them proactively to provide customer service.

Of those consumers who had the experience of proactive customer service:

• 89% of consumers found proactive customer service to be a pleasant surprise or a positive experience.
• 92% of consumers reported that the experience of being contacted proactively by the company changed their perception of the company in a positive way.
• 87% of consumers said that a positive experience of proactive service propelled them to take positive action.

Finding 1 – 64% of consumers had the experience of proactive customer service.

In our survey, when we asked consumers, “In the past, whenever you experienced an issue with a company’s product or service, has it ever happened that the company detected the issue on their own and a support representative from the company reached out to you proactively before you had to make the effort of calling the company’s customer service or emailing them?”, 64% of consumers said “yes.”

This means, companies already know the importance of proactive customer service and are striving to provide a superior customer service experience, making it more crucial for your company to provide proactive customer service to your customers. But if you’re a small-medium company, then it might be difficult for you to set up an in-house outbound call center. In such a scenario, you can delegate your customer service to another specialized company for a few hundred dollars.

While a good proportion of companies proactively provide customer service to their customers, a significant number of consumers also desire companies to proactively contact them.

Finding 2 – 83% of consumers want companies to contact them proactively to provide customer service.

When we asked the consumers who did not have the experience of proactive customer service that “Do you feel you would want companies to detect issues related to their product or service on their own and reach out to you proactively before you have to make the effort of calling them or messaging them?” 83% of consumers replied with a ‘yes’.

Seems like consumers expect brands to self-diagnose the issue with the product or service before they detect or face the issue. In simple terms, they expect brands to care about them.

While a huge proportion of consumers expect the brand to be proactive in customer service, a larger proportion of consumers also like it when they’re provided with proactive customer service.

Finding 3 – 89% of consumers found proactive customer service to be a pleasant surprise or a positive experience.

Our survey recorded high consumer satisfaction levels when they experienced proactive customer service.

Almost 9 out of 10 consumers, who experienced proactive service, found it pleasantly surprising or positive.

So, consumers like it and feel delighted when a company detects the issue on their own and takes charge to resolve it before the consumer faces the issue. This also means that it can be a great strategy for brands to build lasting, stronger business relationships with customers

Furthermore, we also discovered that proactive customer engagement can also change consumer’s perception of the brand in a positive way.

Finding 4 – 92% of consumers reported that the experience of being contacted proactively by the company changed their perception of the company in a positive way.

Another reason why a brand needs to be proactive is that it can influence consumer’s perception of the brand. In other words, proactive customer service can positively impact a brand’s image.

The Helplama team found that 9 out of 10 consumers’ perception of a brand changed positively after they’re contacted proactively by the brand.

So, it can be a powerful strategy for a company, shaping its brand image and impacting consumer perception positively.

Not only consumer’s perception but adopting a proactive approach can also make consumers take positive action.

Finding 5 – 87% of consumers said that a positive experience of proactive service propelled them to take positive action.

If you care about me, I’ll take care of you.

In the survey, we discovered that consumers not only feel satisfied but also take positive action.

After having a positive experience or pleasant surprise on being contacted proactively, a huge and significant proportion – 87% of consumers said they would like to leave a positive review or make another purchase.

In simple words, when consumers feel that a company cares about them and their customer experience, they also like to share their positive experience with others and feel more loyal to the company.

But you might be wondering when is it right for a company to be proactive?

When Consumers Want Companies To Approach Them Proactively?

To understand consumer preference for proactive service and when it’s appropriate for a company to approach customers, we asked:

#1 Our survey indicated that consumers are most concerned about the security of their accounts with a company. The largest majority – 73% of consumers prefer companies to contact them proactively if there’s any fraudulent activity on their account.

#2 Another good majority –  6 out of 10 consumers consider it appropriate to be contacted by a company if the company has questions about an order they placed. And it can also be important for the company to better serve consumers, and avoid future misunderstandings and other issues.

#3 58% of consumers want companies to be proactive to provide warranty & service-related information. For instance, they expect companies to inform about warranty termination and renewal options, ensuring customers are notified promptly.

#4 A similar proportion – 57% of consumers want companies to contact them proactively for setting appointments and reminders.

#5 Another significant proportion – 35% of consumers would like to be contacted by a company to be notified about sales.

#6 30% of consumers consider it reasonable for a company to be proactive to inform them about special occasion offers.

How Companies Can Provide Proactive Customer Service

To enhance proactive customer service, companies can implement a multi-channel approach, incorporating features such as live chat, email support, and a responsive helpdesk system. Utilizing live chat enables real-time interactions, fostering immediate issue resolution, while a robust email support system ensures timely responses to customer inquiries. Additionally, an efficient helpdesk and streamlined returns management process contribute to a seamless customer experience, demonstrating a commitment to proactive service and customer satisfaction.

Bottom Line

The above findings reveal customer service isn’t just answering customer calls or providing inbound support it extends to outbound efforts

Instead of waiting, a company should proactively self-diagnose and address issues before customers encounter them, taking charge of the situation.

Proactive customer service demonstrates care, making customers feel valued and important to the company, fostering a positive brand connection. It can not only build stronger business relationships with consumers but can also influence consumer trust and loyalty.

As a large proportion – 64% of consumers are accustomed to proactive customer service, a company should definitely provide a proactive customer service experience to its customers to win their trust, loyalty, and stand out from the competition.

Survey Details

The Helplama team surveyed diverse US consumers of various age groups to understand feelings when a company proactively offers customer service.

Gender

The survey consisted of a fair equal proportion of men (53.2%) and women (46.8%).

Age Groups

• 16 – 17 (0.8%)
• 18 – 24 (9.4%)
• 25 – 34 (20.6%)
• 35 – 44 (42.6%)
• 45 – 54 (13.2%)
• 54+ (13.4%)