Hockey great, Wayne Gretzky, once explained that the greatest players didn't go to the puck, they went to where the puck will be. Anticipation. Proactive playing? No, he showed us something new. He gave us PREactive.

Customer Service is like hockey. While it is better to react than to do nothing, it is much better to be proactive than to simply react. Being proactive was a great idea when it rose to prominence in the 90's. In today's fast paced world, however, being proactive isn't enough.