Case Management
System for tracking and resolving individual customer feedback items.
Category
Technology & Tools
Full Definition
Case management in customer feedback refers to the system and process for tracking, assigning, and resolving individual customer feedback items. It transforms passive feedback collection into active customer engagement.
Case Management Process: 1. Creation: Case generated from feedback (automatic or manual) 2. Triage: Prioritization based on severity, customer value 3. Assignment: Route to appropriate team member 4. Investigation: Understand the issue fully 5. Resolution: Take action to address the concern 6. Follow-up: Close the loop with the customer 7. Documentation: Record actions and outcomes 8. Analysis: Track patterns and learn
Common Use Cases
Real-World Examples
Scenario
Guest submits feedback: "Room wasn't ready at check-in, waited 45 minutes." System auto-creates case, assigns to Front Desk Manager, sets 24-hour SLA.
Outcome
Manager reviews case, contacts guest with apology and room credit, documents the resolution. Case closed within 4 hours.
Scenario
Any NPS below 7 automatically creates a case in the system. Cases are prioritized by customer lifetime value and contract renewal date.
Outcome
High-value customer with renewal in 30 days gets immediate VP attention. Lower-value customer with no renewal soon gets standard CSM follow-up.
Scenario
A retail chain tracks all cases. Analysis shows 40% of cases are about "product availability" at certain locations.
Outcome
Individual cases are resolved, but the pattern leads to a company-wide inventory management improvement.
Related Terms
Closed-Loop Feedback
A process where customer feedback triggers a response, resolution, and follow-up communication.
Service Recovery
The process of addressing customer complaints and turning negative experiences into positive ones.
Customer Feedback Platform
Software that collects, analyzes, and acts on customer feedback across channels.