Reread what is actually displayed
Reread the response, rating, or comment visible in the flow without immediately rephrasing the reported experience.
Help Centre · Customer experience
Which customer should you call back first?
When several responses need attention, reread what the customer sent, the available context, and the current follow-up status. Priority requires judgment; it should not be decided automatically by a single number.
Immediate answer
Do not let one number decide the priority
This article begins after feedback has been reviewed as potentially requiring separate follow-up. Priority organizes the operational order in which cases are handled. To organize that order, the team may review the feedback content, its recency, the available context, apparent urgency, status, and visible actions. None of these factors determines priority on its own. The Urgent and Watch categories may serve as reference points when available, while the unprocessed, processed, and marked as recovered statuses may describe the declared progress when available in the flow. An exposure estimate, when displayed, provides context for the issue without constituting a certain loss. The decision remains human, revisable, and independent of any universal formula.
Starting point
First confirm which response needs follow-up
Before organizing the handling order, reread the factual elements that explain why the feedback may require separate attention.
Place the question and flow in context
Identify the question concerned and the visible information that helps place the feedback in context.
Document a possible need
Document why this feedback may require separate operational follow-up, without treating that need as definitively established.
Avoid judging from an isolated element
A numeric rating, comment, or word is not enough to establish a cause, severity, or priority.
Reading the case
Review the available information
Use only information actually present in the interface. Its availability and level of detail may vary by flow.
Handling order
Decide what needs attention first
Ask review questions that fit your organization’s internal rules. The goal is to organize a work queue, not produce an automatic verdict.
Is a prompt check warranted?
Review the nature of the feedback and internal rules without inferring urgency from a rating alone.
Should the review extend beyond this event?
Does the information describe only a particular case, or suggest that a broader review may be useful?
Does the date truly change the order?
Place the feedback in time and apply internal rules rather than automatic urgency.
Has follow-up already been documented?
Check the available last-action information before organizing a new step.
What is missing to understand the case?
Identify missing or uncertain data that limits the interpretation of the case.
Is Urgent or Watch available?
When a category exists, check that it is consistent with internal criteria and the context actually displayed.
Remember: neither recency, a rating, nor a financial estimate should determine priority on its own. A customer’s value should not, by itself, determine the attention given to their feedback.
Management reference points
Distinguish priority, status, and outcome
These concepts answer different questions. Confusing them can make a case appear resolved when only its follow-up status has changed.
In what order should cases be handled?
An operational order organized by the team using the available information.
Limit: it is not a universal objective measure and may be revised.
What stage is declared?
The declared follow-up stage in the flow when such a status is available.
Limit: a status demonstrates neither the quality of the follow-up nor the outcome achieved.
What action is visible?
Available information about the last action or change recorded in the case.
Limit: it guarantees neither resolution nor customer awareness.
What actually happened?
A response, booking, or other outcome verified in the available context.
Limit: a “marked as recovered” status does not automatically prove a new booking, retention, use of a benefit, or retained revenue.
Related resources
Continue managing the follow-up
Use the related guides to distinguish response assessment, follow-up creation, priority, outcome, and support.
How do you decide whether a response needs follow-up?
Learn how to review feedback in context before considering it a response to review requiring assessment.
View the guideHow do you organize follow-up for a response that needs attention?
Learn the documented steps for organizing follow-up from a reviewed response.
Read the articleCustomer recovery
Learn about the documented functions for organizing and tracking customer recovery cases.
View the pageHow do you interpret survey results?
Review the scope, number of responses, and context before making an observation.
Read the articleSupport
Contact supportDocument unexpected behaviour
After checking the visible information and documented steps, specify the page and flow, the feedback or response concerned without unnecessary personal data, the visible priority category when one exists, displayed status, available last-action information, action attempted, exact result or message observed, approximate date and time, and a sanitized screenshot if useful. Never send a password, authentication code, key, token, technical secret, or unnecessary personal information.