Abstract: In one aspect, an example methodology implementing the disclosed techniques includes, by a computing device, receiving clickstream information of a customer visiting a website of an organization, the clickstream information is indicative of an active web session of the customer on the website, and predicting, using a machine learning (ML) model, a propensity of the customer performing a particular action during the active web session on the website. The method also includes, by the computing device, providing proactive customer support to the customer based on the predicted propensity of the customer performing the particular action. The website may be a support website of the organization. The particular action may include contacting technical support of the organization and/or making a purchase during the active web session of the customer on the website.