Proactive customer support is a crucial approach to regaining control in today's fast-paced customer expectations landscape. It involves providing help before it's needed, often through automated messages, product tours, and mobile carousels, to prevent common issues from occurring in the first place. This proactive strategy can drastically reduce conversations that reach support teams, increase customer satisfaction and retention, and position support as a core value driver for businesses. By identifying recurring customer issues, partnering cross-functionally, creating a qualitative feedback loop, and sending targeted messages, support teams can effectively implement proactive support strategies. Key metrics to measure include Rate of Automated Resolution (ROAR), conversations closed by articles, customer retention, product engagement metrics, and analyzing trends and themes in support metrics. Ultimately, proactive support is just one piece of the puzzle for delivering efficient, personal support at scale, requiring a combination of proactive, self-serve, and human support capabilities.