How to use Dynamics CRM to effectively manage customer complaints

Managing customer complaints with Dynamics CRM is easier than you think. This article illustrates how small changes made by a developer or CRM consultant can help tailor the product to your exact business requirements – in this case using the ‘Service’ area of the platform.


Easily handle Customer Complaints with Microsoft Dynamics CRM

Dynamics CRM has an out-of-the-box process for customer complaints, which you can find in the ‘Service’ module as part of its ‘Cases’ entity.

As you can see from the screenshot above, the case has three stages – ‘Identify’, ‘Research’, and ‘Resolve’. The assigned customer service representative (CSR) must take it through these stages to enable them to close the case. In order to go from one stage to the next, certain details must be completed – the first stage including ‘Find Customer’, ‘Title’ and ‘Description’.

This is a great out-of-the-box process and can be used reliably to manage complaints.


How to Customise Dynamics CRM to Meet Your Business’s Requirements

As a simple example, I may want all customer service reps (CSRs) to check whether the customer was a serial complainer. To do this, I would need the following changes on the form:

  • Display information that would help them reach this conclusion – i.e. a list of past cases
  • Add a field ‘Is serial complainer’, which would need to be completed before moving on to the ‘Resolve’ stage

Using Dynamics CRM, I can do this fairly easily and without writing any code. As a CRM customizer, I edit the form to insert the list of past cases as a sub-grid:

I also add a required field to the business process flow:

With these two changes, the CSRs are provided with more information – they just need to do an extra check before progressing the case to resolution. Here are the two changes reflected in the CSR’s user interface:

As you can see in this example, there is another complaint, but only one, and the CSR has marked this case as ‘No’ – i.e. the customer is not a serial complainer.

This is just a quick example, which shows two of the many ways you can use the existing out-of-the-box process or, without starting again from scratch, tailor it to your business. Customisations in Dynamics CRM do not need to be based on existing entities, so there are very few limits to the customisations possible. This offers a great scope for modelling your processes while staying safely within the security framework and user interface of Dynamics.

Learn more about the top new features in Microsoft Dynamics CRM 2016. Alternatively, contact us if you’d like more information or want to schedule a demo.