Reactive
Reactive clients call their IT Service Provider only when there is an equipment failure, or emergency.
They see IT as a cost and nothing more — and rarely see the value of ongoing managed services (let alone a virtualized service with no on-site equipment).
Turnaround time is very long and tedious. It will often costs more to fix things.
Proactive
Proactive clients understand that proactive IT maintenance is core to their business.
So they are willing to engage a Managed Service/Solution Provider (MSP).
They know that investing in their IT infrastructure will ultimately improve employee productivity and lessen the impact of system downtime — and are often willing to sign a fixed-fee contract to ensure their needs are taken care of on an ongoing basis.
Downtime is shorter, which will cost the client much lesser monetary loss due to the loss of business during downtime.
Because the costs of the fix are forecasted and inclusive in this monthly contract, there are little to no exorbitant fees charged.