Proactive Customer Communication (PCC) refers to any outbound communications solution that delivers proactive notifications, alerts or other messages. Recipients can include consumers, constituents, patients, partners, or students and the messages are sent via telephone, or other channels such as email, SMS, chat or social media. PCC is different than traditional telemarketing, primarily because with PCC the outbound calls placed are highly relevant to customers and provide the opportunity for interactivity in the connection. In fact, the ability to make PCC highly personalized and relevant is the key guiding principle businesses must keep in mind as they design and deploy effective outbound communications. Nowadays, PCC is turning once ‘dreaded’ telemarketing phone calls into important informational alerts or message updates that organizations of all kinds can use to deliver greater value for an improved customer experience which in turn builds customer brand loyalty.