Proactive communications is a customer relationship lifecycle strategy used to increase customer loyalty. It is related to the organizational psychology term proactivity, which states that individuals should act based on anticipatory behavior rather than reacting to situations. The strategy is used to provide customer care and build credibility through personalized customer management to anticipate common inquiries. It is used to reduce customer frustration and mitigate customer service issues before having the ability to happen.
Proactive communications include opt-in notifications and chats, social media responsiveness and multi-channel contact. The strategy is used during each phase of the customer lifecycle. The goal of proactive customer communications is to anticipate and streamline all interactions to be efficient and personalized for each customer.
According to Direct Marketing News, there are three steps to improve customer loyalty through the use of proactive communications:
- Develop an understanding of the target audience and provide options for opt-in communications
- Tailored communications based on the individual customer's needs
- Customer control options for contact
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