From reactive customer contact
Most customer services have traditionally been mainly reactive. They solve problems and only meet customer needs after the customer has expressed them. As a result, you run the risk that customers are already dissatisfied before they contact you. For example because they had to put in a lot of effort to get their problem resolved and/or had to wait a long time. This has consequences for the customer experience, perception and loyalty.
Towards a proactive customer approach
In recent years this has been changing. Customer services and organizations are increasingly aware of the needs and wishes of customers through all the data that is collected, and can better anticipate them. Which makes this the basis of the proactive customer approach. No more waiting for questions or problems to arise, but preventing them. And also anticipating customer needs, even before customers are aware of them.