Final answer:
Customer self-service is a proactive approach in customer service that allows customers to initiate queries and functions on a company's website instead of contacting a call center. It offers convenience to customers and helps companies reduce costs and improve customer satisfaction.
Step-by-step explanation:
The proactive approach in customer service that empowers customers to go to a company's website and initiate most of the queries and functions normally handled by a call center is called customer self-service. With customer self-service, customers have the ability to find information, submit requests, and even resolve issues on their own, without needing to contact a call center. This approach not only offers convenience to customers but also helps companies reduce costs and improve customer satisfaction.