Case

In CRM, a Case is a logged record of a customer's issue, question, or service request, tracked from initial submission through investigation and resolution. Cases are the primary unit of work for customer service and support teams, providing a structured way to manage, prioritize, and measure service delivery. Integrating case management with CRM means support agents can see the full account history — purchase records, previous cases, sales interactions — without switching systems. For customer success teams, case data is also an early warning signal: a spike in case volume from a specific account often precedes churn risk, making CRM-connected case tracking essential for proactive retention management.