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What is the difference between a case and a conversation?
In modern customer service, inquiries come in through chat, phone, email, and social media channels. This creates a need to distinguish between the channel and the issue.
A chat that lasts ten minutes is one conversation. If the same customer calls the next day, it is a new conversation—even if it concerns the same issue.
The case remains active from the initial inquiry until the problem has been resolved, regardless of how many times the customer has been in contact or through which channels.
If you measure interactions, it looks like you are handling a lot. If you measure cases, you can see how many problems you actually solve. A high number of interactions per case is a warning sign—it means the customer has to get in touch several times to get help.
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