Let’s face it, it’s a competitive world out there and it doesn’t take much for customers to take their business elsewhere if their needs aren’t being met.

Dynamics 365 Customer Service provides a rich set of features to help organisations serve their customers better. One of these features is case management.

So what is case management? I like to think of case management as anything that poses a risk to your relationship with a customer. Yes the most obvious risk is a complaint or issue but what if a customer contacts you with a question or request and you don’t respond in a timely manner (or at all!). This can just as easily lead to your customer to becoming frustrated and starting to consider taking their business elsewhere.

I most commonly see case management used to manage complaints or incidents which is great but I feel like organisations are missing out on so much value if they’re not using it to track things like questions and requests.

Questions and requests offer valuable insight into the ways in which you can improve customer experience. Your customers are taking the time to contact you and tell you what they need from you. Capturing and analysing this kind of information could lead to the development of new product or service offerings among other things.

Rarely in any organisation do you reach a point where you can’t improve. As we’ve seen over the last few years, customer experience is constantly evolving which presents us with new challenges and objectives to meet. Maintaining an emotionally engaging experience for customers is a continuous process not a one off! Case management in Dynamics 365 Customer Service gives you the tools and opportunity to learn from your customers and continually improve customer experience which can lead to significant bottom line benefits.