In a highly competitive business environment, organizations must keep up with the ever-changing customer journey. To stay relevant, proactive CX has become a focus of attention. That means taking measures to prevent problems before they occur instead of waiting for customers to come to you with complaints. But how can organizations take proactive CX to positively impact all aspects of customer service? Melanie Turek joins Amelia in today's conversation. Melanie is the VP of Research for Digital Transformation and Connected Work of Frost and Sullivan. Today, Melanie talks about what proactive CX is, how companies use it, and how organizations can take proactive steps with their data. Enjoy!