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?

A$)$ The first firm follows a reactive approach, while the second firm follows a proactive

approach to customer service.

B$)$ Both firms focus on damage control.

C$)$ The first firm follows a proactive approach, while the second firm follows a reactive

approach to customer service.

D$)$ The first firm focuses on retaining existing customers, while the second firm focuses

on damage control.

E$)$ Both companies utilize a proactive approach to customer retention