Implementing a Successful Proactive Outreach Strategy

Author: Robin Gareiss, CEO & Principal Analyst As customer expectations rise and AI technologies mature, businesses are reevaluating how and why they initiate contact with customers. As a result, proactive outreach is rapidly evolving from nice to have to strategic imperative for customer experience (CX). Two recent Metrigy research studies show a growing alignment between what customers want from proactive outreach and how companies are delivering it—though gaps remain. The shift from reactive to proactive is not just an operational change, but a cultural one, requiring businesses to adopt a customer-first mindset supported by:

• Communications platforms (Communications Platform as a Service, Contact Center as a Service, Unified Communications as a Service, etc.) integrated with AI applications
• Integration with key enterprise applications, such as Customer Relationship Management (CRM) and Enterprise Resource Planning (ERP)
• Specific AI capabilities to identify when to reach out and how to personalize the interactions
• Analytics to determine the right balance of helpful outreach that eliminates unnecessary pestering

This report will focus on consumer perspectives, identifying gaps between those and business strategies. For a more detailed look at business proactive strategy, please see this Metrigy report.

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Table of Contents

• The Strategic Imperative of Proactive Outreach
• The Consumer Perspective: Proactivity with a Purpose
  • Consumer Channel Preferences
  • Context to Drive Personalization: How Much?
• The Business Perspective: Moving Toward Smart Proactive Engagement
  • Measured Value of Proactive Outreach
• Conclusion: Bridging Expectations with Execution
• Working With Metrigy