5 Lessons from Brands to Kickstart Your Proactive Support Journey

Remember when Samsung sent a man a brand new phone in response to a viral Facebook post? Or, how Morton’s Steakhouse decided to surprise a customer at the airport with a Porterhouse steak after he jokingly tweeted at them? Now you might think ‘Oh, those are cool stories! But, I’m not really sure how practical it would be to implement this in my customer service processes’.

The term ‘proactive customer service’ can be overwhelming at first glance. You might associate it directly with big, extravagant gestures that brands undertake to get all the right PR and viral attention. But, is that all there is to proactive support? Isn’t there a way to incorporate these moments of wow in your everyday support routine?

The good news is that proactive support isn’t necessarily about these big moments. Sometimes, even the small things work and help you gain customer trust. To get proactive interaction right with customers, brands keep their focus on the three main aspects—

  • Communicating issues before a customer reaches out
  • Anticipating and resolving customer pain points before they happen
  • Going the extra mile to delight their customers

If you’re looking for ways to incorporate proactive support as part of your customer service experience, this is the post for you. I have stories of five brands who’ve made proactive support an important part of their customer experience and the takeaways from each one of them.

Amazon Proactively Communicates Delivery Delays

When there is a delay in the delivery of an online order, you might not expect an E-commerce company to notify you before the scheduled delivery date. Amazon, however, proactively communicates information about late deliveries. Here’s what they do—

  • They anticipate questions from customers about the delivery date.
  • They notify customers in advance if there is a delay in delivery.
  • They inform the customer of the new expected delivery date.
  • They apologize for the delay.
  • They offer assistance in case there are further delays in the delivery.

With just a single notification, they have answered the customer’s concern, saving time and productivity for their support team.

Amazon proactive support


Key takeaway: Address issues before your customer gets to know about them and set the right expectations.

Netflix Proactively Offers Credit to Users Who Face Video Streaming Issues

Some Netflix viewers had a subpar experience because of an encoding error in the video player. To ensure their customers were not disappointed because of this issue, here is what Netflix did—

  • They anticipated that the error was a deterrent to their users’ experience even without the users reaching out.
  • They did not sweep the issue under the rug and took it upon themselves to let all their customers know.
  • They apologized for the issue.
  • They also threw in a 3% credit coupon to make it up to their users.

With gestures like these, Netflix is able to attract a lot of customer attention and love.

Netflix proactive support

Key takeaway: Take the initiative to communicate even if your customer has not reached out, and don’t hesitate to do a little extra for them.

Autopilot Proactively Contacts Customers Who Visit Their Knowledge Base

A knowledge base is the most popular self-service tool for companies today. However, most of them think that their job of supporting the customer using a self-service tool stops at just creating one. But how do you know if your customers found the answers that they were looking for in the knowledge base? How do you know that you’ve covered all the possible questions, which customers might have?

Autopilot, a marketing automation company, proactively reaches out to users who visit their support portal, a while after they’ve left. Here are the things Autopilot does right—

  • They confirm if the customers were able to find what they were looking for in the knowledge base.
  • They reassure the customers to reach out to them in case they have more queries or concerns.
  • They find out if there’s anything lacking in their knowledge base so that they can optimize it.
  • They’re able to get feedback from customers on how they can make their help content better.

By being proactive in this way, Autopilot wins both customer love and gets pointers on how they can make their user experience better.

Autopilot proactive support

Key takeaway: Identify when your customer is most likely looking for assistance, and use this opportunity to support them.

Heap Analytics Proactively Apologizes for Slow Query Response Times

Remember the last time when the data you were looking for took too long to populate? And instead of reaching out to support you just waited it out? Though a customer is not vocal about the issue they face with a product, it does not mean that they weren’t facing any issue at all. Most companies wait until the customer raises a complaint to learn about the shortcomings in their product.

Heap Analytics is an online analytics tool that helps users track interactions on websites and iOS apps. Here is what they do when they notice that a particular query takes longer than usual to execute—

  • They let the customer know that they are aware of the issue they’re facing.
  • They apologize for the slow performance.
  • They ensure that the issue is being looked into and that performance will be improved.
  • They let the user know that they’ll be around to help fix any other problem the user might face.

With a simple email like this, Heap Analytics shows their customers that they genuinely care about providing them the most optimal experience.

Heap Analytics Proactive Support

Key takeaway: Detect when your customer might be facing a tough time with your product, and offer them a helping hand in advance.

HDFC Bank Proactively Gives Me a Surprise Birthday Wish

This is something that I experienced first hand. A day before my birthday, I received a call from my dedicated Branch Manager at HDFC Bank. I answered the call reluctantly, expecting questions on home loans and credit cards. However, I was pleasantly surprised to receive a birthday wish from the manager. Here are a few things he told me on the call—

  • He pointed out that as my birthday was on a Sunday, they called me on Saturday to make sure they get the opportunity to wish me.
  • He asked me about my plans for the day.
  • Based on my plans, he suggested a couple of offers that I could avail to make my evening special.

I was happy with how casual the gesture felt, and never once did they make it seem like there was an agenda behind it to push their brand.

Key takeaway: A little bit of personality can lighten up your customer’s day.

If you found the above stories interesting and want to provide similar experiences to your customers, you’ll be glad to know that we have a huge collection of these wow proactive support stories on our website. Feel free to contribute your wow experiences and stand a chance to get your story featured.