Which choice best describes a proactive approach to customer service?

A proactive approach to customer service emphasizes anticipating customer needs and addressing potential issues before they escalate. Encouraging feedback before issues arise is a key component of this strategy, as it allows organizations to gather insights from customers about their experiences and expectations. By actively seeking input, businesses can identify areas for improvement and make necessary adjustments, leading to a more positive customer experience. This forward-thinking attitude demonstrates a commitment to customer satisfaction and can help build loyalty.

Other options do not embody a proactive philosophy. Waiting for customers to approach only reacts to existing situations rather than proactively engaging with them. Addressing only major complaints implies neglecting smaller issues that could lead to larger problems later. Finally, managing expectations after issues occur reflects a reactive rather than proactive mindset, as it deals with problems after they have already affected the customer experience.