Stop Waiting for Customers to Complain: The Case for Proactive Support

## The Reactive Trap

Here's how most support teams operate: a customer has a problem, they contact support, an agent solves it. Repeat. All day, every day.

This feels normal because it's how support has always worked. But think about it from the customer's perspective. They discovered a problem. They had to find your contact information. They had to describe the issue. They had to wait for a response. Then they had to wait for a resolution.

Every step in that process is friction. And every st...