How to Set Up Proactive Support (Reach Out Before They Complain)

## Reactive vs. Proactive

Reactive support: customer discovers a problem, writes to you, waits for a response, you investigate, you respond. Minimum two touchpoints, often more.

Proactive support: you discover the problem, contact the customer, explain what happened and what you're doing about it. One touchpoint. The customer never had to do anything.

Proactive support reduces ticket volume, increases trust, and turns potential anger into appreciation. A customer who gets "Hey, we noticed you...