At the core of the service cloud in Salesforce CRM is the case management functionality that tracks and records activities dealing with customer, service, and support automation. Case records, in Salesforce, are associated with contacts and/or accounts.

A case is a detailed description of a customer's feedback, problem, or question. Your organization can use cases to track and solve your customers' issues. Cases can be manually entered from within the Cases tab by the support or sales team after, say, a phone call or e-mail to or from a customer. However, you can also set up more complex Web-to-Case and Email-to-Case to obtain customer responses from your company's website and customer e-mails.