Anyone (well, most anyone who tries) can give reactive customer service. While reactive service is okay and proactive service is better, I think most of us prefer someone who isn't making us ask for help, or beg for service. I'm more satisfied when my service provider actually looks at my needs - my best interest and anticipates how they can help.

The greatest service providers, places like Nordstroms and the Ritz Carlton, understand that this phenomenon does not just happen without effort. That's why they work at it daily. We could do the same.