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The Modern Case Management Framework

As enterprises grow, the need to effectively manage interactions—whether from customers or B2B clientele—becomes increasingly difficult. This challenge is magnified in industries subject to compliance regulations. With the General Data Protection Regulation (GDPR) now in force across the EU, the issue of customer data handling & interactions have quickly become a top priority for nearly every enterprise that does business in the European Union.

According to Gartner Inc., there is a dire need for modern Case Management Frameworks (CMFs) to address highly complex customer complaints & feedback using an engaging and intuitive approach. These solutions also need to take into account regulatory requirements, role-based access, SLA-centric analytics and collaborative features.

UsefulFeedback.com, the flagship case management solution from UK-based iCasework, is designed to tick all the requirements of a “modern CMF” while providing functionality that caters to the unique requirements of large-scale enterprises. Key case management topic areas addressed by UsefulFeedback include workflow management, communications and compliance with regulatory & contractual frameworks.


Intuitive Workflow

At the core of any successful case management framework is the ability to provide a structured workflow, particularly for narrowly-focused user roles and/or user groups where technical knowledge is not a priority. In these scenarios, it is critical to offer an environment that supports collaboration between colleagues while providing a straightforward, user-driven process that clearly leads to case resolution.

UsefulFeedback takes an engaging approach to case management, seeking to find ways to empower case handlers to be productive without wasting time on redundant activities. This approach applies to all aspects of the case management process, such as case assignation, handling workloads, collaborating with co-workers and the workflow process itself.


Intelligent Case Management

UsefulFeedback takes full control of all stages of the case creation process, enabling Senior Management and Team Leaders to focus on productivity and efficiency rather than being slowed down from operations. New cases can be created from multiple channels, from e-mail and website forms to using call centre staff and customer self-service portals.

When a new case is launched, the system automatically assigns the case to the most appropriate case handler. A variety of factors can be configured to customise this process, such as assignation via case type, service, product, sentiment analysis, keywords and customer location. Caseworker-specific parameters can also be factored in, such as foreign language skills and legal knowledge.


Workload Management

UsefulFeedback removes the barriers to effective case management by providing practical, easy-to-use tools to your operations teams. Case handlers and managers can view cases in a variety of ways, such as in a list, on a calendar or on a map. Intuitive filtering enables your employees to quickly find the data they need — users can filter by customer, keyword or any other attribute.

Case handler-specific dashboards, such as My Cases, My Tasks, My Correspondence, Unassigned Cases and Unassigned Tasks convey the kind of current information case workers need to quickly get up-to-speed on their day’s case activities.


Workflow Management

UsefulFeedback enables your case handlers to focus exclusively on the steps required to resolve assigned cases. One way we do this is by framing the workflow in terms of two simple categories: “What’s next” and “What’s done.”

The ‘What’s Next’ panel shows the case handler exactly what step they should take in order to progress along the case resolution timeline. At all points, UsefulFeedback presents case handlers with the tools they need to accomplish each step. For example, in the image to the right, a message for a customer can be edited, re-assigned, sent by post or the case can be escalated to a manager.

The ‘What’s Done’ panel enables the case handler to easily view the steps they have taken to reach their current stage. Intuitive icons empower users to take proactive actions, such as confirm whether or not a customer has read a message or use the calendar tool to re-schedule a call.



UsefulFeedback fosters collaboration between colleagues—and external service providers—by integrating the tools your employees need to easily communicate. Online collaboration is facilitated by the ‘Collaborate’ feature which enables case handlers to message their co-workers with case-related inquiries or even engage in an online chat.

Case handlers simply need to select the colleague they wish to communicate with and then opt to send a message or initiate the chat feature. All communications, whether via messaging or chat, are meticulously saved and automatically associated with the relevant case. This level of transparency enables case handlers to easily reference previous communications whenever needed.




At the heart of any effective case management framework is the capability to easily engage with customers. The type of communication required, however, does have special requirements — case handlers need to have a wide array of case information at their fingertips in order to provide customers with meaningful information. The complexity of handling complaint conversation threads, associated images, documents and files—while maintaining adherence to regulatory and SLA timelines—can quickly become overwhelming.

The team at iCasework realises this and we have designed UsefulFeedback.com to address all of these issues and more. At the forefront of our approach to communications is centralisation, automation and security.



Our approach to managing case data is based on centralisation: all content that passes through UsefulFeedback is automatically associated with a case. This includes all conversations, message threads, images, audio files, chats, spreadsheets, files, etc. By associating case-related content directly with the relevant case, UsefulFeedback effectively negates the hazards of misplaced information while facilitating ease-of-access for case workers and the colleagues whom they collaborate with.


Automated Correspondence

In addition to the auto-centralisation of data, UsefulFeedback automatically generates the correct type of correspondence needed for relevant stages of the case management workflow. The platform uses highly configurable correspondence templates to auto-generate acknowledgements, responses, approval requests and a wide variety of customer-centric communications.



Given recent GDPR regulations aimed at safeguarding sensitive data, the protection of customer information has become a priority for enterprises across the EU. UsefulFeedback supports compliance with data protection regulations via secure messaging capabilities. Using a combination of our secure cloud-accessible platform and SMS technology, UsefulFeedback users have the option of sending correspondence securely.

When a message is sent securely from UsefulFeedback, a unique password is sent to the customer via SMS along with a link to a platform-hosted page. When the customer browses to the page and enters the password, they can view their message. This process ensures that no customer data leaves the confines of our secure environment while also providing a customer validation measure.



Staying Timely

Effectively managing a high quantity of customer complaint cases is often a balancing act between the desire to promote an engaging customer service experience and the need to remain compliant with contractual & government regulations. The weight of managing a deluge of requirements, however, often becomes too much for organisations to handle… with the first victim often being customer service.

UsefulFeedback empowers enterprises to put their resources where it matters—scalability and revenue growth—instead of wasting precious employee time on keeping track of SLA deadlines and regulatory documentation. An array of integrated time & tracking features give your enterprise the freedom, and breathing space, it needs to focus on what’s important.


An Eye on Deadlines

The UsefulFeedback platform is, at its core, a thoroughly configurable environment that can be customised to align with your business requirements. In addition to workflow and communications, this configurability also extends to defining casework and task timescales for your employees.

Earlier we looked at how UsefulFeedback’s step-by-step wizard interface powers workflows for your frontline staff. At the operational level, the completion of workflow actions (or “Tasks”) ultimately leads case handlers to the resolution of customer complaints. The catalyst that drives this progress is the task timescale; in short, a task timescale is the allowed completion time for an employee task.

Task timescales are fully configurable, enabling your Team Leaders and Management to define exactly how long case handlers have to complete their allotted tasks. Customisable notifications and alerts, delivered via e-mail or SMS, serve as reminders when target deadlines are approaching or have passed.

In addition to task timescales, system-wide case timescales can also be defined. A case timescale is used to define the allowed completion period for different types of cases, such as complaints, feedback, queries and so on. These timescales can be further refined in terms of their ratings (i.e., importance) for both internal and ombudsman resolution.


Progress Monitoring

Given the importance of regulatory compliance—coupled with the obvious need for internal performance analysis—UsefulFeedback automatically saves all actions performed across the entire platform. Every single action, system event, update or case read request is meticulously recorded and made available via the Audit Trail feature.

The Audit Trail is a user-driven interface that conveys exactly what actions were taken according to the user who performed them, including user access records. Each case also includes its own Timeline, which is an event-driven interface that displays the progression of completed tasks over a case’s lifecycle.

See Useful Feedback in action

Initial Assessment and Classification

Asking for comments on a case

Final response and outcome

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