Introduction to Case management

Case management


If you are an ‘average’ CRM user, you’ll probably don’t use it for following up complaints, inquiries, … . As this is the case (pun intended), you might want to check out the “Service” part of Dynamics CRM as it offers some easy, practical, solutions which allows you to use CRM for more than only sales related actions such as leads and sales opportunities.

What to do when somebody calls for an inquiry or a technical problem?

Well, you could make a sales opportunity! After all, if somebody shows an interest in your product or has a problem, he or she is a potential customer.

But what if the person who calls is already a customer and has just a question or a remark, nothing more? Well, maybe you could make an phone call activity for it.

But what if this isn’t the first time you and your colleagues got this kind of question and the same questions and problems keep coming back? Well, make a case for it, group it with the other cases and maybe even write an article for it in CRM.

Step 1: Create a new case

Case 1

Create a new case (you can use the quick create button (+) for this) and select “phone” as the origin for this case.

Step 2: Use the subject field

Subjects are often underused in CRM, but it can offer a certain added value to your organisation. Setting up a subject tree isn’t one of the most easiest things to do, but it can help you in the long run. It will help you define the true issue for the case (e.g. is it a technical problem? An inquiry? A complaint?). I created a very linear and easy to understand subject tree: the customer has a support question about CRM. If you don’t have a subject tree yet, step 3 will show you how to do this.

Case 2

Step 3: Set up your subject tree

You can find the subject under “settings” – “business management” – “subjects”

Subject tree 1

or under “settings” – “service management” – “subjects”

Subject tree 2

You can set this subject hierarchy up as you want, going as detailed as possible or staying rather general. Do keep in mind that these subjects will be used as a “filter” in step 4.

Subject tree 3

Step 4: Linking similar cases and finding solutions

As this is not the first time you got this questions or problem, you know there is possibly another case in which the same problem has been treated. Making things harder; you don’t know which customer had this problem earlier or when.

You could use “case relationships” – “similar cases” to add a new case (a case which had been resolved earlier and contained the solution for a similar problem). To find a similar case and thus the possible solution to your current problem, you could use the subject tree (marked with “1”) or search for more case, based on keywords (marked with “2”). If we find a similar case (on the left), we’ll see the solution for that case (on the right) and as a consequence the possible solution for our current case.

Similar cases

Adding the similar case as a solution for the current case will make it even more easier to find solutions in the future for other problems which might arise.

Similar cases 2

Clicking through on the added similar case, shows us the situation and the solution for that case.

Similar cases 3

Instead of emailing and calling up your colleagues, you have found a solution for the current problem in a matter of minutes. This is how case management can added value to your current organisation.

Step 5: Expand case management into a true service module

Creating cases and linking them is a good start, but customer service will need more than this. Several other features in Dynamics CRM have not been discussed in this post and will be treated in future posts. To give you an idea, I did not talk about:

  • Knowledge base articles
  • SLA’s,
  • Entitlements,
  • Service contracts,


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