South Africa, Oct. 6 -- The most successful organisations today anticipate their customers' needs and answer important questions before they are even asked. This is proactive CX, and it's the new standard for leading brands.

What customers truly value

At its heart, good service is about delivering on five simple things: speed and convenience, knowledgeable help, a consistent experience, a human touch when needed, and the option for self-service. When these fundamentals are consistently in place, true customer loyalty follows.

You can see this pattern in the brands we admire. A good airline guides you at every step, from booking confirmation and check-in reminders to gate information and a follow-up after you land.

The best online reta...