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.
[1] Proactive communications include opt-in notifications and chats, social media responsiveness and multi-channel contact.
[4] According to Direct Marketing News, there are three steps to improve customer loyalty through the use of proactive communications:[5]
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