Two firms are operating within the same industry. The first firm responds to customer complaints after its customers communicate their problems. However, the second firm does not wait for its customers to complain. Instead, the company monitors customers' online activity, collecting big data from social media, learning what problems exist, and resolving them before complaints come in$.$ What can be best concluded from this scenario?

Multiple Choice

Both companies utilize a proactive approach to customer retention.

The first firm follows a reactive approach, while the second firm follows a proactive approach to customer service.

Both firms focus on damage control.

The first firm focuses on retaining existing customers, while the second firm focuses on damage control.

The first firm follows a proactive approach, while the second firm follows a reactive approach to customer service.