Customer complaints have a negative stigma, but they can be beneficial to your company when mitigated the right way. In fact, increasing customer retention rates by 5% increases profits anywhere from 25% to 95%. So, how can you facilitate a repeatable customer service process to resolve complaints and increase profits? By using Dynamic Case Management (DCM).

What is Dynamic Case Management?

DCM (a.k.a. Advanced Case Management) is an approach to customer service that handles case-related work through the means of business process management (bpm) solutions and automated tasks, ultimately laying out a blueprint for each aspect of the case. Think of DCM as a type of flow chart. DCM uses business process management solutions to gather all the information from the case including the contact, company, event, previous issues, etc. to reveal the patterns that will help services make more educated decisions and run smoother operations. If a customer calls in with a complaint or question, DCM uses knowledge gained from past cases to streamline the process and direct the solution. After a case has been resolved, the CRM maintains the data on the steps taken and why the case presented itself in the first place. This helps employees be more proactive and resolve future cases faster. Learning from your mistakes makes new problems easier to approach, and faster to complete – enhancing your customer service and customer satisfaction.

Dynamic Case Management with Creatio

CRMs innately focused on business process management make DCM a lot easier. Creatio is an excellent example of one of these CRMs. Creatio already has tools built into the CRM process to let users personalize a DCM strategy. There are three beneficial tools bpm’online has available for dynamic case management.

Case Designer

The case designer tool allows users to customize process stages and steps, and has a user-friendly drag-and-drop tool to organize sequences.  Being able to customize stages and steps allows you to build processes for different customer service scenarios. This allows users to create workflows for multiple processes, so cases can be resolved with less friction.

Example of Designer Workflow

Case Engine

The Creatio case engine tool keeps users focused on important data, and puts together a step-by-step guide to recommend how to achieve the top outcome. This streamlines the process and prevents the case from running off course.

Example of Case Engine Suggesting Next Steps

Case Analytics

The case analytics tool analyzes errors made from cases that have already been resolved, ultimately helping solve future cases. This tool allows the user to receive analytics on how cases were executed so they won’t make the same mistakes, and can handle the case with better judgement.

The Benefits of Dynamic Case Management

The benefits of dynamic case management extend far beyond the service team. Access to this crucial information guides marketers in their understanding of a customer’s pain points, so they can send them timely, relevant materials. Creatio's mobile application is one of its most noticeable features for sales users who want to access important DCM information on-the-go. A sales person going to a customer meeting can look up any pending issue the customer is currently having before they arrive, keeping them on target with the customer’s account and prepared to field any questions about the issue.

Other benefits include:

  • The ability to monitor the service rep assigned to the case
  • The assurance that all required tasks for the case are being completed
  • Less risk of cases being lost in the system, because they’re always accessible to the user
  • Simplified content management for all documents related to the case
  • Working from one cohesive and cooperative system

Instituting an effective DCM program is not required, although it is extremely helpful for customer service efficiency and efficacy. DCM resolves cases in a shorter amount of time, and with more positive outcomes. CRM systems like Creatio provide the tools to implement DCM strategies with ease, helping businesses meet service level agreements and increase both customer and user satisfaction. Creatio’s adaptable DCM functions give service teams the power to improve daily procedures and set long term services standards. To learn more about DCM or get help setting up your own DCM workflow, reach out to us at

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