What Are Cases?
Cases are support tickets and post-sale issues — requests from customers that need investigation, resolution, or follow-up. Cases are linked to an Account and optionally to a specific Contact at that account. Using cases keeps customer support history inside the CRM rather than siloed in a separate helpdesk tool, giving sales and support teams shared visibility.Case Statuses
| Status | Meaning |
|---|---|
| New | Just created, not yet assigned or reviewed |
| Open | Actively being worked on |
| Pending | Waiting on information from the customer |
| Resolved | Issue has been fixed or answered |
| Closed | Confirmed resolved and closed by the customer or agent |
Case Priorities
| Priority | Use When |
|---|---|
| Low | Non-urgent questions or minor issues |
| Medium | Standard issues that need attention within a few business days |
| High | Significant problems affecting the customer’s workflow |
| Critical | Severe issues causing outages or major business impact |
Case Types
Tag cases by type to enable better routing and reporting:- Bug — A product defect
- Feature Request — A request for new functionality
- Question — A how-to or information request
- Billing — Payment or subscription issue
- Onboarding — New customer setup assistance
- Other
Creating and Managing Cases
Click New Case from the Cases list or from within an Account or Contact record.| Field | Description |
|---|---|
| Subject | A short description of the issue |
| Account | The company this case is for |
| Contact | The specific person who reported it |
| Status | Defaults to New |
| Priority | Urgency level |
| Type | Category of the issue |
| Assigned To | The support agent handling this case |
| Description | Full details of the issue |
Linking to Accounts and Contacts
Cases are always linked to an Account. This lets you see all open cases for a company from the account record — useful before a renewal call or executive business review. Linking to a Contact is optional but recommended when a specific person reported the issue, since it keeps their contact record updated with the latest support history.Resolution Workflow
Assign the case
When a case is created, assign it to the team member best suited to resolve it. Use automations to auto-assign based on type or priority.
Investigate and communicate
Log notes and activities on the case timeline as you investigate. Use the Send Email action to communicate with the contact directly from the case record.
Update status
Move the case to Pending if you’re waiting on the customer, or back to Open when they reply.
Automation Ideas for Cases
- New Case (Priority = Critical) → Send Notification to team Slack via webhook
- Case created → Send acknowledgment email to the contact
- Case status = Pending, no reply in 5 days → Send follow-up email
- Case resolved → Create task to follow up in 7 days and confirm satisfaction