Through the years companies have been following certain methodologies in establishing a rapport with their customers. Let us look at the simple methods as well as the innovative slants used by large, mid-sized and small firms in building a sustainable customer base.

The Bane of Telemarketing

When you think of telemarketers the first thought that comes to the mind is irate customer calls pushing products or services. The love-hate relationship between the seller and hopeful buyer takes over. Many firms whether they are predictive, reactive or proactive in their systemic approaches in customer support use these processes to win over consumers. Here are a few predominantly glaring differences and some similarities between reactive customer support versus proactive customer support in the domain of marketing and business guidelines, of sorts.

The Simple Meaning of the Reactive Customer Support Process

Damage control or a break-fix methodology comes into play by firms reacting to problems that occur once the product or service has been pitched to the target. The strategy employed is to ensure that the brand is well received. In case of any glitches, the company sorts it out at the earliest. Of course, that does not mean to say that products or services are not tested prior to the launch. The methodology in the reactive customer support process ensures that companies respond to issues or queries after they occur. When starting out a business it is imperative to fix bugs if any in the program. The reactive force employs a method that is not fixed at the beginning but waits it out through the trial process, after fixing the main issues. The process is fairly simple, whereby the firm uses the market base to analyze and improvise the product/service with customer feedback. In this context, the reactive method that has been a constant across businesses. It helps improve the tone and the brand value by taking into account the old tried and tested structures that have worked in the past and for the future.

The Simple Meaning of the Proactive Customer Support Process

The proactive customer support keeps a business on its toes. By anticipating the needs of the customer, the firm employs methods to keep the lines of communication open. Let’s say for instance a customer answers questionnaires through the website, it provides a wide angled lens to take the company to the next level. This channelizes the immense potential of the brand by establishing a presence and maintaining brand loyalty. Given the fact that being proactive in every field is lauded in every sphere, it makes sense for companies to follow this protocol to get ahead in the game. The identification of any glitches prior to the launch helps keep the firm on the right track before it gets out to the mass which can generate negative reactions.

A Figurative Analysis of the Two

The basis of both proactive and reactive customer support helps ascertain what works well for a brand. Since the main objective is to establish a credible presence by building a rapport ensures that communication levels are kept afloat. The proactive method is a game changer in the lead generation process to establish a valid and valuable consumer base. The proactive method provides the customer service representative to be able to handle any queries to ensure that no hiccups occur once the brand is up and running. The value-added advantage that the formula brings to the table helps to get ahead in the business world of the 21st century.

Customer Support – What is a Better Fix?

The reactive method uses the old definitive tools. However, while this may benefit the brand it cannot strengthen the business as a whole because this speaks about laxity in the marketing methodology. Today, the consumer is extremely savvy and expects a positive force rather than an untested solution. Being reactive in any way is not really a great way to get ahead in the game. The proactive customer support method, therefore, combines the old age conundrum of sorting out the problem in the first instance which helps the brand as a whole. Of course, most companies today prefer to ride the wave and that is where being ready at the get plays a vital role.


Mechanisms Used


The predictive customer support method works on the paradigm of the two (reactive and proactive) without being too fluid. Take an example – when a firm or a group of marketing geniuses find a way to fashion the model of the brand into the right frame, the theory adapted will be predictive to tackle any surprises. The way forward in this regard is to establish a presence with the right tools using the predictive analyses to get ahead. Given that social media can oust a business before it takes off, it pays to be smart and savvy by using the tools of the proactive support mechanism to reach the pot at the end of the rainbow.

To put it simply, the two supportive methods that are tried and tested have their own advantages and disadvantages. Today, the world respects businesses and individual players who know their way around the problem before it gets to be a nuisance.  


Published by Matthew Piggot