A Lesson from ‘The Book of Life’

Michael Moore contributed to this blog.

Relax, I promise I won’t spoil The Book of Life, a cute new boy-meets-girl movie that you and your family may have already seen. I will tell you, though, that it takes our hero, Manolo, a full 95 minutes to win the affections of his darling Maria. To be sure, Maria is one tough customer, but all Manolo had to do was demonstrate he understood her and prove that he had her best interests at heart. Call me impatient, but couldn’t he have accomplished this just a bit quicker by using Dynamic Case Management (DCM)?

After all, DCM is broadly used in customer service and sales applications. Not too surprisingly, the same things needed to win in business can win in love:

1. Know your customer

Like our hero, businesses must be mindful and sensitive to the needs and journey of the customer lifecycle from awareness, to consideration and selection. A DCM system connects to all your customer records and instantly presents the critical details of the relationship to a sales or service representative. These details can include:

  • Accounts, purchase, and service history
  • History of this service request or complaint
  • Emotional relationship with the customer (satisfied or unhappy; history of complaints)
  • Importance of the customer (large or small; growing or declining)

A DCM system spares customers the nuisance of explaining their situations every time they call. DCM systems help customer-facing reps work fast by automatically pulling and displaying customer background, as well as relevant product and service details. Representatives see the whole picture without having to flip from screen to screen or put the customer on hold while processing a transaction.

Intelligent guidance from the DCM system closes the performance gap between green and seasoned agents. When they’re aware of customers’ background, customer service representatives can focus on listening and understanding new information, and can engage customers in more meaningful conversations.

2. Keep your promises

Manolo had to prove himself worthy of Maria’s love by overcoming every challenge and navigating every twist and turn in the plot. Similarly, in business, DCM ensures that every work lifecycle reaches resolution and that nothing falls between the cracks, no matter how complicated the work becomes.

DCM eliminates anxiety of manually tracking work that has been handed off. Representatives can concentrate fully on the job at hand: getting the best result for the customer and the company. In the event a customer calls in to seek an update on the status of a case, a representative can quickly assess the situation, and see, for example, if the case is under review with a compliance group or with management for authorization.

A Tale of Two Lifecycles

Dynamic Case Management lives at the intersection of the Customer Lifecycle and the Work Lifecycle. The Customer Lifecycle is the journey your customers take as they engage in business with your company. Today’s customer journey includes web engagement, phone calls, texting, social media, in-person, and more. Every conversation is a “moment of truth.” So ask yourself:

  • Are you prepared to deliver right content, the right offers and options? 
  • And are you prepared to follow through on commitments made along the way, with every delivery made, every question answered, and every problem solved?

At the end of the day, a little DCM can go a long way to winning trust through a great customer experience. 

Are you using Dynamic Case Management to design meaningful customer experiences? Share what you’ve found via Twitter, email, or comment below.

Also, feel free to download the DCM For Dummies eBook if you want to more about Dynamic Case Management.


Dynamic Case Management (DCM) brings together people and information to get work done. Download Dynamic Case Management For Dummies now to discover how DCM can digitally transform your business.