The document discusses different levels of service - reactive, proactive, and pre-emptive. Reactive service responds to requests, while proactive service allows individuals to create solutions and be empowered. The ultimate goal is pre-emptive service, which aims to prevent the very need for service in the first place. The document outlines steps to transition from proactive to pre-emptive service, including assessing top issues, addressing them with minimal costs, and implementing training and process changes and measures to ensure success over time. Pre-emptive service provides the best customer experience by reducing the need for customer service interactions.

1. Service Style
Service: is yours Reactive, Proactive or Pre-emptive?
Service, be it Customer
Service, Sales, Accounting,
etc. is naturally a "reactive"
component of a business.
Each one reacts to requests,
questions and needs. The
process of moving a company
or department into a
"proactive" component is
based on allowing
individuals to create service,
to be in control of actions,
solutions.
This "base level" service is a
fully empowered, decision-
based system that requires
robust training and effective
management. When done
properly, the number of
contacts diminish, the "first-
call resolution" increases
and satisfaction rates sore.
There is however, another
step. This next step becomes
a "Pre-emptive" level of
service. That is, looking at
actually starting to
"prevent" the very need for
service. This is the ultimate
goal for organizations
striving to be World-Class.
Customers that never need
service are in fact, receiving
the ultimate customer
service experience!
In a manufacturing
environment for example,
calls into a Sales
Representative may
The Future of Service
Consumer Information Group 3/10/2014 Edition 1, volume 3
“Pre-empt ive service” is t he ult imat e goal for
organizat ions st riving t o be World-Class.
Consumers t hat never need service are in fact ,
receiving t he ult imat e cust omer service
experience!
Scot t Swift
Vice President ,
Cust omer Informat ion

2. Protecting the brand is not a mission statement; it’s what we do every
day, every interaction.
be questions about product,
applications, selling issues,
pricing, etc. Implementing
"Pre-emptive" service means
training better,
communicating better,
providing better reference
materials and making
advertising easier and more
intuitive. By doing this,
would contacts diminish?
In a manufacturing customer
service environment, being
"Pre-emptive" means better
education, self-service tools,
better quality in the plant,
parts/instructions included in
every order, faster and more
efficient delivery of orders.
This becomes the pinnacle of
customer service- less of a
need for "customer service"
in the first place.
How do we achieve this "Pre-
emptive" service? How do
we take the steps
to transition from "proactive
to "Pre-emptive”? First off,
remember- if your
organization or department
is currently in the "Reactive"
stage, you cannot skip over
the "Proactive" phase in
order to achieve Pre-emptive
status. This process takes
time and clear, concise
planning and managing.
However, once the Proactive
stage is set and working
efficiently, the following
simple steps will guide you
on your path to "Pre-
emptive" service;
1. Assess the top five service
requests/issues in every
major department within an
organization (or if you’re
simply focusing on a
department, start with the
top five customer issues).
2. Of the top five, which one's
can be addressed with
minimal costs?
3. Identify what is required;
training, double-checks,
process changes such as
auto-notify, etc.
4. Develop a time-line to
implement; training,
management of, measures to
success.
5. Have someone be in
charge- with consequences
attached. Success must be
tied to compensation or IPO's.
6. Measure, measure,
measure.
It's not an easy road to Pre-
emptive service. The
potholes are many and the
support you'll need is great.
But if we get buy-in, if we get
a common focus from other
individuals and departments
that assist us in our goals-
then we will slowly realize
the results. The savings in
time, money and stress are
well worth it. The road can
be a smooth one.
Scott Swift manages the Customer Information
Group based in Broomfield, CO. He can be reached
at (800) 438.3883