Although a fix-it-the-first-time approach may be the gold standard of customer service, addressing potential issues before they materialize is the true mark of an exemplary user experience.

Consider the pace of our modern world: Customers today want instant solutions, and any hurdle might be a reason for them to jump ship to competitors. By ensuring that their path is clear of potential obstructions, you can retain customers and create advocates for your brand. Let’s look at a few examples of forward-resolving in action.

Scenario: A customer signs up for a new broadband connection.
Forward-resolving: The service provider sends an email with tips for optimal modem placement, a list of help-line numbers, and information on how to upgrade or modify the plan in the future.

Scenario: A customer books several rooms for a group event at a hotel.
Forward-resolving: The reservation agent proactively reaches out to the customer, offering services tailored for groups, such as distributing welcome gift bags, arranging group transportation, setting up a special check-in desk, or organizing group tours.

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