Driving Customer Engagement with AI and Proactive Outreach

Authors: Layne Haaksma, Senior Research Analyst; Robin Gareiss, CEO and Principal Analyst Not available for licensing. Proactive outreach is emerging as one of the most transformative trends in customer experience (CX). It’s the practice of initiating communication with customers, through a variety of channels, to deliver information proactively. Instead of waiting for customers to reach out when an issue arises, companies contact them preemptively and predictively to prevent problems, deliver personalized value, and deepen relationships. In this report, we explore the current and future state of proactive outreach, based on recent analysis from Metrigy’s global research studies. We examine adoption trends, use cases across industries, measurable business benefits, and how consumers view outreach and personalization. Key verticals, including financial services, healthcare, retail, and telecom, are deploying proactive outreach in unique ways for purposes such as fraud alerts, chronic care monitoring, sales alerts, and plan renewals, respectively. And although most consumers welcome proactive outreach, companies need to be strategic on frequency, level of personalization, and channel delivery. Proactive outreach is shifting from a nice-to-have capability to a critical differentiator in customer experience.

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Table of Contents

• Introduction: What is Proactive Outreach?
• Proactive Outreach Adoption
  • Outreach Strategies
• Use Cases for Proactive Outreach
  • Financial Services
  • Healthcare
  • Retail
  • Telecommunications
• Value and Benefits from Proactive Outreach
  • Where Proactive Adds Value to Key Industries
• Consumer Views on Proactive Outreach
  • Reason for Outreach
  • Preferred Channels
  • Frequency of Outreach
  • Personalization
• Conclusion and Recommendations