It’s any anticipatory, change-oriented and self-initiated behavior. In [[customer experience]], the proactive behavior refers to the situation where the need is sensed and dealt with without the request of the customers. Proactive behavior is critical to building commitment in the customer experience. For this, it is necessary to know the customer well and have a strong [[empathy]]. For example, it’s considered as a proactive behavior when a company calls the customer to ask if there is a need for a [[product]] or [[service]], without waiting for the customer to express their need, such an initiative can be done for example based the period of usage of the product or service.