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Reactive customer communication comes at a high cost. Use proactive communication to head off issues before they happen.

Everybody has one: a customer service experience so horrendous they’ve sworn an oath they will never go back to that company. We all have a service we won’t use, an airline we won’t fly or a brand we won’t buy, and we often come to this decision after having to reach out to a company that waited until a problem arose before addressing a larger issue.

Unfortunately, reactive customer service is all too common. In a survey of more than 6,000 customers by research firm Gartner, just 13 percent of respondents reported any type of proactive customer service. But reactive problem-solving is a disservice to the client experience and can lead to some ugly outcomes, such as brand bad-mouthing and churn.

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