Streamline your sales process by managing Cases in one system

You will be excited to learn that we have released a brand new Dynamics Addition – Sales Documents, which will help to streamline your sales process when managing Cases. The Addition will also enhance your customers experience, with faster response times due to more reliable data. 

If you're a user of Microsoft Dynamics software, you will be aware that there is a standard connector available which can integrate Dynamics 365 / CRM and Dynamics NAV. The connector is purely focused on the sales process, and works on the basis that you can create a Lead, Opportunity, Quote and Order in CRM and then submit that order directly into Dynamics NAV. However, we’ve found that there are some limitations with creating quotes and orders within Dynamics 365 / CRM, these include:

  • Dynamics 365 / CRM does not include stock availability or stock locations, so if you create an order and there’s no stock you don’t get any warnings. In turn, you risk disappointing the customer which can leave a very bad impression, especially if they are a brand new customer to the business
  • Dynamics 365 / CRM doesn’t handle the financials for a customer. For example, if a customer is over their credit limit there are no credit warnings, which places the business under a great level of risk 
  • Pricing in Dynamics 365 / CRM isn’t quite as sophisticated as Dynamics NAV. If you have complex pricing structures, promotions or customer specific pricing, it requires a considerable amount of effort to make these work within Dynamics 365 / CRM

Furthermore, the standard connector doesn’t particularly support the customer service process at all. The customer service function generally tends to be managed in Dynamics 365 / CRM using Cases. To summarise, Cases are there to log problems, questions and requests. A company can then analyse the Cases that have been raised, to look for trends or patterns and address the root causes to improve the overall customer experience.

Particular Cases may require a sales return order (SRO) or a replacement sales order (SO) to be created within Dynamics NAV. However, the standard integration between Dynamics 365 / CRM and Dynamics NAV doesn’t support the creation of SRO's/SO's directly from Cases. This can cause a degree of frustration for customer service staff because it means they have to log-in to a separate system, find the customer details, raise the SRO/SO, probably copy the SRO/SO number and maybe send some notes back across to Dynamics 365 / CRM. Because that process requires a lot of effort, certain steps may get missed or forgotten which could leave a negative impact on the overall customer experience.

Dynamics Additions Sales Documents

1. Streamline sales process – By going from Lead to Order within one system

  • The Sales Documents Addition allows you to create Dynamics NAV Quotes and Orders directly from an Account or Opportunity record in Dynamics 365 / CRM. This means you harness the strengths of Dynamics NAV in terms of item availability, stock out warnings, credit limit warnings and complex pricing structures. Additionally, it saves you from having to switch between systems to find bits of information and reduces the likelihood of errors being made or customers being disappointed
  • When the document is created in Dynamics NAV, it automatically writes some information back to Dynamics 365 / CRM, such as: date created, document number and amount which can then be used to trigger workflows in Dynamics 365 / CRM, when required to create Tasks for sales representative to follow up on quotes or first orders

2. Improve customer experience

  • The Sales Documents Addition allows you to create Dynamics NAV SROs and SOs directly from within a Case record and also writes some of the information automatically back to Dynamics 365 / CRM, such as: date created, document number and amount. Once that data is written back to Dynamics 365 / CRM, you can then take advantage of the workflow tool in Dynamics 365 / CRM which can send out automatic updates to customers or generate Tasks to remind customer service staff to follow up with customers in (x) number of days


  • Increased employee satisfaction because they have better access to critical real-time information and can access this information at the touch of a button
  • Cost savings because productivity is enhanced through the streamlining and automation of processes
  • Improved customer satisfaction because it frees up employees time to focus on high value interactions with customers rather than carrying out administrative tasks
  • Consistency and reliability – leaves less room for error or things being forgotten about

See it in action

If you are interested in learning more about our Dynamics Additions Sales Documents solution for Dynamics NAV & Dynamics 365 / CRM, make sure that you get in touch with us today via Contact Us

Increase First Contact Resolution and Customer Loyalty with Dynamics 365

Customer expectations are rising and will continue to do so at a rapid rate.  The result of this is that more and more pressure is being placed on organisations to meet these rising expectations. Customers are no longer influenced on price and product alone, they are also highly influenced by the emotional experience they have with an organisation. 

One of the significant contributors to the customer experience is ease of doing business.  Today’s customers are often time poor so they want us to acknowledge that their time is important by making interactions with our organisations as effortless and seamless as possible.

First contact resolution involves resolving a customer’s need on first contact.  If a customer has an issue or question, they want to contact you once and only once.  If they have to contact you again, chase for an answer or repeat themselves then this can quickly become a source of irritation and frustration leading to a negative service experience. 

First contact resolution is therefore linked to customer effort and can be a powerful way to improve customer loyalty and satisfaction. 

Harness Your Organisational Knowledge with Dynamics 365

Knowledge sharing and knowledge management are important factors in increasing First Contact Resolution.  By giving employees access to the right information at the right time it will empower them to deliver fast, informed and effective solutions for customers. 

Dynamics 365 allows you to capture and share knowledge via Knowledge Base.  Knowledge Base is a library of information that can be set up and accessed by users.  It might contain things such as installation instructions, frequently asked questions, policies & procedures, product datasheets, terms and conditions etc.  You can also embed videos and images in the Knowledge Base.

First Contact resolution 1

First Contact resolution 2

Each piece of knowledge can be created as an individual Article which can categorised into different subjects and given keywords to make searching nice and easy. When you create an Article you can:

  • Review and approved it before it is published and made available to everyone
  • Give it a version number
  • Give it an expiration dates

All of this functionality helps to minimise the danger of out of date information being given to customers. 

In addition to the above, when a new query or issue (Case) is logged in Dynamics 365 users can search the Knowledge Base for Articles that may help them to resolve it first time (as illustrated below).

Dynamics 365 also encourages knowledge sharing and collaboration by giving users the ability to link the knowledge article to Cases to help anyone else that may encounter similar Cases in future.

First Contact Resoltion 3

Using the combination of Cases and Knowledge Base can act as a key driver for continuous service improvement.  It allows you to analyse and understand which types of queries or issues you can resolve first time and which you can’t.  You can then work on bridging the gaps in knowledge by adding more articles to your Knowledge Base.

Benefits of Harnessing Your Knowledge

Knowledge is one of the most valuable resource in today’s competitive environment.  Dynamics 365 offers you the ability to quickly and effectively build a central Knowledge Base which can be used to empower your staff to provide fast, informed and effective solutions that will ultimately delight customers.

The benefits that this can bring to your organisation are huge and include:

  • Improved efficiency and productivity
  • Cost savings
  • Reduced training needs
  • Consistency
  • Better decision making
  • Competitive advantage
  • Preserve existing knowledge to prevent any single point of failure
  • Increased employee satisfaction
  • Stimulates creativity and innovation
  • Increased customer loyalty leading to increased growth and profitability

If you’d like to know more about how Dynamics 365 can help transform the customer experience in your organisation please visit our website 


Introducing the Power of Recommendations in Dynamics 365

Your Data is a Valuable Strategic Asset

Customer expectations are rising and will continue to do so rapidly.  As such, more and more pressure will be put on organisations to continue to improve and innovate in order to meet these expectations.  Therefore, organisations must focus on leveraging the data they have to gain a deeper insight into customer needs, to effectively engage, grow and retain customers. 

Data is one of the most valuable strategic assets in an organisation.  The real value comes from being able to analyse that data, learn from it and use it to formulate sound strategic insights that can be used to drive an organisation forward. 

However, the quality of the data and subsequently the level of insight you get out of any system is only as good as the quality of the data that gets put in.

Business Rules to the Rescue

Dynamics 365 gives you the ability to create Business Rules.  These work on the logic that when a certain condition is met, it triggers an action.  The types of actions you can trigger include:

  • Show or hide fields
  • Make certain fields mandatory
  • Set field values
  • Set default field values
  • Validate data and show error messages
  • Lock or unlock fields

They are a fantastic features helping to ensure consistent and quality data capture.

Introducing Recommendations

In the latest release of Dynamics 365 Microsoft have included a new business rule called Recommendation which gives you the ability to present users with tailored recommendations when they are working on records.

I have to say I love this new addition because not only does it enhance the likelihood of quality data capture, I think it can also:

  • Enhance the overall customer experience
  • Ensure customers are provided with a consistent service
  • Reduce staff training requirements
  • Ensure everyone is operating in line with the organisational strategy

To show you how Recommendations work, in the example below we’re looking at an Active Case and there’s a section on the form where we can fill in the Resolution to the Case. 

You can see that the Actual Problem for this Case is a product issue.  Once the Actual Problem has been selected you will see there is a little blue information icon next to the Resolution Field.

Recommendations 1

If we click on the icon it presents us with the recommendation shown below.

Recommendations 2

What’s more we then have the option to Apply or Dismiss the Recommendation.  If we click on Apply in this example it automatically completes the Resolution field for us.

Recommendations 3

As you can see, not only have we been able to guide the user to enter the correct information but we’ve also empowered them to resolve the issue quickly, efficiently and consistently for customers.  Customers with issues that are resolved quickly and effectively often turn into loyal customers and even brand advocates which can have a positive impact on an organisation’s bottom line.

So hopefully you can see that this one small addition to the suite of Business Rules opens up a world of possibilities for organisations to not only continue to capture strategically important data but also create outstanding experiences for their customers.

If you’d like to know more, watch our videos and see it in action!

Or find out about how Dynamics 365 can help transform the customer experience in your organisation please visit

The Rise of Social Customer Service

Social Customer Service is a Huge Opportunity for You

In today’s digital world there are various social media platforms, blogs, reviews, forums on which customers’ can talk about your organisation and there is now a growing preference for customers to turn to these platforms to get questions answered and provide feedback, positive or negative. 

The result is that social media has changed how organisations and customers interact with one another.  Whether we like it or not we, as organisations, are going to have to deal with our customers via these channels.  If comments have been made about your organisation and you don’t respond, then the perception may be that you don’t care.  If you do respond to these comments, then perception is more likely to be that you are making an effort and really care. 

As daunting as this may seem, social customer service represents a huge opportunity to for you to build and maintain loyalty and trust among your customer base along with publicly demonstrating your ability to provide a great customer experience. 

The Challenge

More and more organisations are getting involved in social customer service with the aim of creating meaningful relationships and building a loyal online following for their product or service.  The challenge they face is that it can be extremely time-consuming to monitor the vast number of social platforms that are out there.  With speed of response being a key measure of the customer experience, it’s important for organisations to have a well-organised, efficient method of responding.  What’s also key is that responses over the social platforms still need to be in line with your organisation’s overall service strategy. 

How Microsoft Dynamics Can Help

Microsoft have recognised this challenge and have developed a Social Engagement tool to assist organisations in delivering and managing their social customer service strategy.  Some of the features included in the Social Engagement Tool include:

  • Publishing and replying on a number of social media sites via a single platform
  • Analysing what people are saying about your organisation
  • Identifying who your top influencers and top critics are
  • Identifying what your competitors are saying on social media
  • Automatically create leads or cases from social posts
  • Setting up alerts for trending topics

Benefits to Your Organisation

Using the Social Engagement Tool to manage your social customer service strategy can result in a range of benefits for your organisation including: 

  • Generating positive word of mouth recommendations for your organisation
  • Improved customer satisfaction leading to increased customer loyalty, growth and profit
  • Reduction in customer service costs
  • Real-time feedback on new product/service launches
  • Early insight into any problems or opportunities which you may not have been aware of via traditional channels

If you’d like to find out more please contact us at or at 

Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 5 – Learn

In our previous articles, we’ve focused on the steps taken to resolve an individual complaint.  What’s also important in any service recovery strategy is to use all your complaints to learn and drive improvements to your overall service offering.   


Your Data is a Valuable Strategic Asset

Rarely in any organisation do you reach a point where you can’t improve.  As we’ve seen over the last few years the customer experience is constantly evolving which means there are always going to be new objectives and challenges to meet.  Learning should therefore be a part of any organisation’s DNA. 

The data you collect about your complaints is a valuable strategic asset.  The real value comes from being able to analyse it, learn from it and formulate sound, strategic insights which are based on fact rather than assumption. You can then use this insight to improve your systems and processes to ensure customers are satisfied in future. 

There is also real value in sharing this information with your staff.  By doing this you allow them to see how the work they do daily is contributing to the improvement in customer satisfaction and the overall success of the organisation which will encourage them to deliver exceptional service time and time again.


How Microsoft Dynamics CRM Can Help

One of the most powerful features of CRM is the dashboards which present you with valuable insight into your data in a very easy to use, visual format.

As an example we’ve set up the dashboard below to provide us with insight into the complaints we have received.

Learn 1

Starting at the top left this dashboard is showing us:

  1. Non-Product vs. Product Fault – this allows us to monitor how many product issues we are getting by quarter compared to non-product issues. If the split of product issue vs. non-product issue increases one quarter compared to another then this will alert us to a possible quality issue and allows us to investigate further
  2. Time Taken to Resolve Complaints – this allows us to monitor how long it is taking to get complaints resolved. In this example you can see it took us 17 weeks to resolve 6 cases so that would then allow us to investigate further to see why it took so long i.e. is there a resource issue, training issue? 
  3. Cases by Fault Code – this allows us to monitor what the actual cause of the complaint was. We can then use this information to drive improvements in each individual area e.g. carry out more training to reduce admin faults, talk with the delivery company to see how we can improve delivery errors, put together a customer education programme to reduce the number of user errors etc.
  4. Cases by Resolution – this allows us to monitor the various methods we have used to get complaints resolved i.e. provided the customer with information, replaced the product, credited their invoice etc. If a particular type of resolution is very frequent then the dashboard will alert you to this and you can then dig deeper to see why we are continually offering this resolution
  5. Case Number by Fault Code – you can choose to represent the data on the dashboards in different formats. This pie chart is just a different representation of the information shown in chart 3.
  6. Satisfaction Survey Results – CRM contains a Voice of Customer Survey feature which you can use to send out short surveys to your customers. In this example, we have sent out a survey to find out how satisfied customers were with how we handled their complaint and the results are being pulled through for us to review on the dashboard.

You can create as many dashboards as you want and can choose to share them with different individuals or teams throughout your organisation. 


Benefits to Your Organisation

Dashboards are incredibly powerful tool in CRM and can help:

  • Present you with an accurate picture of how you are performing
  • Identify what is working well so you can do more of it
  • Identify what is not working so well so you can fix it
  • Identify trends allowing you to predict future needs of your customers
  • Gain and sustain a competitive advantage
  • Increased employee engagement and satisfaction
  • Build loyalty and satisfaction amongst your customer base leading to increased growth and profitability
  • Measure the impact of business improvement decisions and investments i.e. return on investment

For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit 


Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 4 – Satisfy

The objective with all complaining customers it to turn them into happy satisfied customers.  To do this, you need to ensure that you are committed to providing them with a great service recovery experience.  

Managing Your Customers’ Expectations is Crucial

How well you resolve complaints is considered to have a significant impact on the overall customer experience because customers are usually more emotionally involved and observant of the service they receive during the recovery process.  So, this your chance to wow them and increase their trust, confidence and ultimately loyalty to your organisation. 

Implementing Service Level Agreements (SLAs) as part of your service recovery strategy is a great way to help achieve this because:

  • They are a strong statement of commitment to providing a positive service experience
  • They help manage customer expectations and set clear boundaries from the start
  • They clearly communicate to your staff that customer satisfaction is important
  • They help you quickly understand and prioritise incoming complaints
  • They help you tangibly measure your service recovery performance

If you choose not to implement SLAs then you are effectively allowing your customers to set their own service level expectations.  The risk here is that every customer is different which means their expectations are likely to vary.  This increases the chance of you failing to meet the wide variety of expectations ultimately leading to customer dissatisfaction.


How Dynamics CRM Can Help

You can set up your SLAs in CRM and easily track your performance against those SLAs.  What’s more you can also trigger automated warnings and escalations if a complaint has not yet been closed out but is nearing the SLA deadline helping to reduce the risk of you disappointing the customer. 

In the example shown below we have set up an SLA for two different levels of customer:

  • Gold customers should expect a response within 5 days and if the response hasn’t been issued after 4 days CRM will send out a warning email
  • Silver customers should expect a response within 14 days and if the response hasn’t been issued after 13 days CRM will send out a warning email

Satisfy 1

Another great feature of SLAs is that you can set them up to take into account any planned business closures e.g. bank holidays and you can also set them up so that they pause if you are waiting on information from the customer.

Benefits to Your Organisation

The benefits of using CRM to set up and manage your SLAs include:

  • Increased customer trust and loyalty leading to growth and increased profitability
  • Ensures customers receive a consistent service that meets their needs
  • Improved communication internally and externally
  • Ability to easily measure your performance and drive further service improvements
  • Minimises the risk of you failing to meet your SLAs

For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit

Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 3 – Resolve

Having captured the complaint, routed it to the best person to deal with it and identified the cause of the issue, it’s time to look at how best to resolve the complaint. 

Empower Your Employees to Own the Customer Experience

When a customer’s complaint is dealt with and resolved quickly, it instils confidence and trust which can often lead to them becoming more loyal to your organisation. 

Your front line staff tend to be the first to know about problems and are also in the best position to determine what can be done to satisfy the customer.  That means it’s important for them to be able to handle any type of situation which involves interacting with a customer confidently and efficiently. 

To do this they need to have access to the right knowledge and information to empower them to solve problems quickly and make decisions that will be in the best interest of both your customers and your organisation; a win-win resolution. 

How Microsoft Dynamics Can Help

One of the great features of CRM is the ability to customise forms and views to display key information about your customers.  So, in the example shown below you can see that a single screen tells me straight away that this is:

  • A priority customer
  • They’ve been trading with us for a long time
  • Their level of spend with us is significant
  • They haven’t registered that many complaints with us recently
  • We are working on a £100,000 sales opportunity with them

Resolve 1

Giving front line staff visibility of this information creates context for them i.e. they see the bigger picture of what that customer means to our organisation rather than just dealing with the complaint as an isolated incident.  It means that when it’s time to make a judgement call on how to resolve the customer’s complaint we are giving them all the relevant information and empowering them to own the customer experience by:

  • Solving problems quickly
  • Delighting customers
  • Making decisions that are aligned with the organisational strategy

CRM also has a knowledge base feature which can be hugely effective in helping to answer customer questions and resolve issues quickly.  The knowledge base allows you to store information such as FAQs, product manuals, installation instructions, how to videos etc.  Staff can also email articles directly from the knowledge base to customers.

In the example below you can see that, within the Case, we have clicked on KB records and CRM has searched the knowledge base displaying all articles that may help us resolve the issue.

Resolve 2

If an article helps to resolve an issue, the staff member has the option to link that article to the case to help their colleagues resolve any similar issues that may crop up in future.  From there you can then start to keep track of how many issues have been resolved with solutions from the knowledge base but also issues that could not be resolved using the knowledge base allowing you to understand where you may need to build your organisational knowledge further. 


Benefits to Your Organisation

Using the information and knowledge sharing functionality within CRM can help to:

  • Improve efficiency and productivity leading to reduced costs
  • Improve communication both internally and externally
  • Increase customer trust and loyalty leading to growth and increased profitability
  • Encourage collaboration, creativity and innovation
  • Gain and sustain a competitive advantage
  • Increase employee satisfaction and engagement leading to even higher levels of service
  • Manage risk because they help to prevent any single points of failure

 For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit

Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 2 – Identify

In the previous article, we covered how CRM can help you capture complaints effectively.  Having captured the complaint in the system the next step is to identify what has gone wrong and the best person or team to resolve the issue.   

Speed is of the Essence

In today’s competitive environment organisations are finding themselves under more pressure than ever to:

  • Respond faster
  • Be more innovative
  • Resolve more complex problems quickly

Common issues that make customers unhappy when they have a complaint are having to repeat themselves and make multiple attempts to get the issue resolved.  It’s therefore important to have effective systems in place to gather as much information as possible to determine what has gone wrong and then use that to connect your customer with the best person to resolve the issue quickly and professionally.  By doing this you stand to reduce resolution timescales which ultimately makes for a happier customer. 


How Microsoft Dynamics Can Help

A fantastic feature that CRM offers is the ability to create business process flows to help staff gather the right information quickly and guide them, step by step, through the complaint process. 

Within the business process you set out the different stages of your complaint process and then in each stage you set up the steps that must be completed before you can move onto the next stage (as shown below). 

Identify 1

What’s more you can easily track and report on the stages that each complaint is at which in turn may help to identify any bottlenecks or improvements that need to be made to processes. 

CRM also gives you the ability to set up routing rules to automatically assign complaints to the correct individual or team.  In the example shown below we have set up a rule to route all complaints received from Facebook or Twitter to the Social Media Team.

Identify 2

The routing rules are extremely flexible and can be based on product, customer priority, location or any other data stored against the case in CRM. 


Benefits to Your Organisation

Utilising the business process flows and routing rules features of CRM helps:

  • Ensure consistent data capture and a consistent approach is adopted for each complaint
  • Reduce resolution timescales leading to happier customers
  • Improve internal and external communication because everyone has visibility of the process
  • Enable smooth handoffs between individuals or teams because everyone is aware of where responsibilities lie within the process
  • Minimise the risk of losing staff resulting in loss of business process knowledge

 For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit

Turn Customer Disappointment into Customer Delight with Microsoft Dynamics: Part 1 – Capture

Complaints Are a Gift – Make the Most of Them!

When customers complain to you they are not just sharing their pain points with you, they are giving you valuable insight into how to make your products or service better both now and in the future.  As Bill Gates once said “Your most unhappy customers are your greatest source of learning.”

Complaints therefore represent a huge opportunity to:

  • Increase satisfaction, loyalty and profitability
  • Gain competitive advantage
  • Identify future needs of customers

That said the challenge many organisations face today is the sheer number of channels through which a customer can complain: phone, email, fax, letter, website, live chat, social media, blogs/forums etc.  Naturally the more channels you support the trickier it becomes to effectively track and respond to complaints.  However, customers expect us to understand the history of their interactions with our organisation so that they don’t have to repeat themselves or make multiple attempts to get issues resolved.  That’s why it’s important to have excellent systems in place to make sure you can capture and act quickly when a product or service fails. 


How Microsoft Dynamics Can Help

CRM allows you to capture complaints from multiple channels funnelling them into one single place where everyone in the organisation can easily view and respond to them

Capture 1

You can also make information capture mandatory to ensure the right information is captured from the customer at the start of the process.  In the example below you can see that when creating a new case, we have made the Title, Type, Subject, Customer and Origin fields mandatory.

Capture 2

There is also the ability to capture and track all activity that happens in relation to the complaint whether that is a phone call, email, task, appointment, SMS or even live chat conversation so that everyone has a complete view of the history of conversations with the customer. 

Capture 3

Benefits to Your Organisation

Using CRM to capture your complaints means that:

  • You make it easy for customers to interact with you using the communication channel they are most comfortable with
  • Customers receive a consistent experience no matter which channel of communication they choose
  • Employees have access to the history of all interactions with the customer making interactions with customers as effective, efficient and personalised/meaningful as possible

  For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit

Turn Customer Disappointment into Customer Delight with Microsoft Dynamics – A Five Part Series

We want your customers to have the best possible experience – even when things go wrong. Read through our 5-part series to help delight your customers with the help of Dynamics CRM.

Emotions Drive Decisions in Business

Emotions drive our everyday decisions as people and they are also what convince us to do business with organisations.  These days’ customers don’t just decide how/where to shop based on price and product alone, they are also highly influenced by the emotional experience they have with an organisation. 

Perhaps the biggest emotional experience a customer has with an organisation is when things go wrong.  Often reacting strongly to product or service failures but the reality is that failure is inevitable.  Even some of today’s most admired brands experience defects or shortcomings in their products or services. 

Most customers understand that things will go wrong so failure isn’t necessarily the biggest issue for them.  What’s more critical is their perception of how you respond to that failure because that is where the greatest potential is for you to restore trust and satisfaction or drive them to the competition.  A complaint is therefore a huge opportunity for you to demonstrate to a customer that they are highly valued. 


What’s Your Service Recovery Strategy?

Service recovery refers to the actions you take in response to a product or service failure.  It’s important to have a recovery strategy in place because customers are usually more emotionally involved in and observant of the service they receive during recovery than in routine or first-time service.  It also means that they are likely to be more dissatisfied by your failure to recover than by the original issue itself. 

When designing your strategy you should think about three key elements:

  1. Customer recovery i.e. fixing the customer’s issue to restore their trust and satisfaction
  2. Process recovery i.e. identifying and fixing the root cause of the problem to try and prevent it from happening again in future
  3. Employee recovery i.e. informing employees of why the issue occurred and what has been done to fix it so they are equipped with the right information should the issue arise again in future


The Complaint Lifecycle

In this five-part series we are going to cover each of the stages shown below in the complaint lifecycle.  For each stage we will show you how Dynamics CRM can play a key role in delivering your service recovery strategy and help you to turn customer disappointment into customer delight.


   For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit