Historically contact centres have acted as the main conduit between customers and businesses but the means in which consumers want to reach out has transformed in recent years. Consumers are demanding more when it comes to their interactions with organisations and now businesses are looking to provide a more proactive approach to service. How do you provide a truly proactive customer service experience? In this episode we examine the main benefits of proactive service, for both consumers and businesses, as well as the crucial factors that need to come together to enable this.