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How to Shift from Reactive to Proactive Customer Care

Everyone makes mistakes, but no one likes admitting them.


If we’re honest, business professionals hate owning up to mistakes because of pride, embarrassment, or fear that customers will leave. But denying weaknesses only magnifies awkward situations and hurts your company’s reputation. Dealing proactively with problems will strengthen credibility and spark improvements that benefit your brand.


When Micheal Houlihan and Bonnie Harvey founded Barefoot Cellars, they started in a laundry room of a rented Sonoma County farmhouse. Knowing next to nothing, they made many mistakes. In one instance, they discovered a barcode error that led a shipment to ring up for less than it should, which lost the distributor money.


When he caught the mistake, Houlihan showed up personally at the store’s corporate office with a check for the loss, including an added bonus for the distributor’s time and expense. Houlihan described to the manager how Barefoot Cellars was shifting internal processes to make sure the problem never happened again. Because Houlihan owned the mistake and informed the distributor in person, the orders kept coming, and a potential complaint became a memorable learning experience.


Overcoming “Survival Mode” Mentality


For many companies, the default approach is to respond to problems as they arise.


This survival mode mentality may work temporarily, but long-term success is built as your brand is able to impress and delight customers in a more proactive, personalized way.


Future forecasters predict that by 2023 businesses will transition into a season of “continuous service” through artificial intelligence. But in the meantime, customers still need care, and the best strategy is upfront intervention.


Looking to sharpen your systems? Here are three ways to be more proactive:


1. Inform Customers About Your Mistakes Immediately


It’s always better for customers to hear about a problem directly from you instead of discovering it themselves.


If your company identifies a problem upfront, you can avoid costly damages and harmful publicity. As you identify errors, take responsibility for the mistake, offer refunds or future discounts, explain how you are remedying the problem, and let people know who to contact for assistance.


2. Offer Self-Help Customer Service Channels


One reason service can be so frustrating is the wait time and red tape it involves.


Many customers prefer to find answers themselves, so generate accessible content that addresses common complaints. This may include a FAQ page, live chat software, webinar tutorials, or a customer care focus in your print newsletter. Not sure where to start? Review customer service call and email logs or use survey data from clients and customer service representatives. 


3. Build 5-Star Service into Your Company Culture


For proactive service to work, it must be embedded into your company culture.


Here employees are trained to deliver not only “at” the level expected, but above and beyond what is promised. This means everyone (not just the people on the front line) must understand and desire a 5-star service. Teach employees to anticipate what a client MIGHT need and have a solution ready before they ask.


Build Your Brand by Fortifying Customer Confidence


One of the most effective ways to stoke customer confidence is to do things for your customers before they know they need it.


Like a vase on a pottery wheel, proactive service means continually molding and reshaping the interactions customers have with your business. As you preemptively address sore spots, you’ll confirm the customer made the right decision to do business with your company.

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