Which term best describes the proactive approach in CRM situations?

The term that best describes the proactive approach in customer relationship management (CRM) situations is active management. This approach involves taking initiative and actively engaging with customers to anticipate their needs, address potential issues before they arise, and foster a positive relationship.

Active management in CRM means that organizations do not wait for customers to express their concerns or needs; instead, they proactively gather feedback, analyze customer data, and implement strategies to improve the overall customer experience. This results in increased customer satisfaction, loyalty, and a competitive advantage in the marketplace.

In contrast, approaches such as risk aversion focus more on avoiding potential problems rather than actively engaging with customers. Passive oversight implies a more hands-off approach, where organizations may monitor customer interactions without taking significant actions to improve them. Deferential behavior suggests a submissive response to customers, which does not align with the assertive and engaged stance that active management entails. Therefore, active management is the most suitable term to describe a proactive approach in CRM.