ARENA - Proactive services

A new mum overwhelmed by paperwork in the first weeks of her baby's life. A pensioner who doesn't know she qualifies for a discounted bike pass. A family that misses out on a renovation premium because the form felt too daunting to fill in. Across the public sector, banking, energy and care, the same pattern keeps showing up: the people who most need support are the least likely to find their way through the system.

Proactive services turn that pattern around. Rights are granted automatically, information arrives at the right life moment, and people are guided without having to ask first. AI now makes this kind of personalisation possible at a scale we couldn't imagine a few years ago. But the more services anticipate, the more trust and transparency must be designed in, not assumed.

How can organisations move from reactive to anticipatory without loosing the human touch? And how do we keep trust at the centre as more decisions are shaped by data and algorithms?

Why with a registration form? We would like to keep this edition small-scale and interesting only for people actively working on customer experience or proces optimisation in large and public organisations. That is why we will first check (by a human, not by AI) whether it is a match!