Proactive Support
Reaching out to customers before they contact you about a known issue.
Definition
Proactive support involves identifying likely customer issues (delayed shipments, out-of-stock items, known product defects) and reaching out before the customer contacts you. It is the opposite of reactive support.
Why It Matters for Shopify Brands
Proactive support reduces total ticket volume (customers who receive a proactive message are 60% less likely to open a ticket), and dramatically improves CSAT (customers feel cared for, not forgotten).
Benchmarks
Brands with proactive shipping delay communication see 40–60% fewer WISMO tickets and 15–25% higher CSAT scores than brands that wait for customers to reach out.
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