With Proactive Service, Answers Find Your Customers—Before They Ask

For decades, customer service has been a game of frustrating catch-up. Customers encounter a problem, search and click endlessly, and only then do they find an answer or, worse, have to reach out to a service rep.

Finally, the service landscape is undergoing a massive, agentic shift. With 30% of service cases already resolved by AI in 2025 (and projected to hit 50% by 2027), hyper-personalized, intelligent, and always-on customer service is here. 

At Salesforce, we asked ourselves: what’s next? We’re thrilled to unveil Proactive Service: the next evolution of customer support. Designed to resolve issues before they happen, this brings together the power of unified data and agentic AI to shift self-service from reactive problem-solving to concierge-style support that anticipates every need.

The Proactive Service model: detect, resolve, optimize

The power of Proactive Service lies in Salesforce’s deeply unified platform, where Data 360 automatically detects upcoming customer events and triggers customer communication across channels, connecting them with Agentforce to resolve the issue. It’s a disciplined, three-step workflow: Detect, Resolve, Optimize.

1. Detect upcoming service events 24/7: Powered by Data 360, the system monitors a vast array of signals across your entire data universe — from order history and website clickstream to social media and data warehouse insights. This constant vigilance spots potential issues around the clock. A telecommunications provider, for instance, can monitor weather to proactively notify customers of service disruptions, reducing support calls and increasing trust.
2. Initiate self-service resolution to deflect cases, not customers: Once a potential issue is detected, Proactive Service immediately acts. It delivers pre-built automations and guided troubleshooting, powered by Agentforce, directly to the customer. This outreach is personalized and actionable to help customers resolve issues on their own, from claiming a refund to completing complex walkthroughs.
3. Measure success for ongoing improvement: Proactive Service doesn’t stop once the issue is resolved. It gathers granular insights on every interaction using a powerful feedback loop to constantly improve engagement and resolution rates. This ensures your proactive strategy becomes exponentially more effective over time, boosting CSAT while lowering costs.

What Proactive Service helps you achieve

By shifting from reactive to proactive service, you build stronger, more profitable customer relationships. Here’s how:

• Increase service resolutions: Get ahead of cases before customers reactively wait in a service queue or search your website. 
• Catch and address negative sentiment: Detect underlying service issues early, before they damage your brand or reputation.
• Prevent disruptions: Alert customers to potential issues with their appointments, services, or orders.
• Boost loyalty: Guide customers to maximize their benefits and achieve their desired loyalty tiers.
• Extend revenue opportunities: Proactively inform customers about expiring contracts or subscriptions.

This is more than a notification – it’s relevant, timely, and actionable guidance that makes your customers feel truly valued and supported.

Real results: lower costs, lift CSAT, and transform resolutions

The impact of this approach is profound, directly improving your most critical KPIs:

• Dramatically reduce costs and increase efficiency: By preventing issues and guiding customers to effective self-service, you significantly cut down on inbound support requests. In an era where 65% of service leaders project an increase in caseloads, this is how you take work off your reps’ plates.
• Lift customer satisfaction (CSAT): With 77% of customers expecting service to shift to proactive outreach within the next three years, anticipating and solving issues is the new standard for customer satisfaction.
• Transform resolution rates: Already, we’ve internally seen average resolution rates soar to 70% or more with Agentforce. Imagine the possibilities with Proactive Service helping you get ahead of issues before they happen.
• Grow revenue streams: Proactive Service extends beyond break-fix, presenting opportunities to inform customers about limited-time offers and product recommendations, driving upsell and upgrade conversions.

This isn’t just an incremental improvement; it’s a fundamental evolution in service efficiency and customer empowerment powered by data and AI. Imagine the impact of resolving the vast majority of customer issues without a single reactive call. With Proactive Service, you’re not reacting to problems; you’re building stronger relationships and delighting customers at every step of their journey.