Systems and processes are great and often deliver effective ways to address problems that become visible from feedback and monitoring efforts. But successful business processes also are lot about choosing the point of least friction, when the momentum lies with the task at hand, rather than an inertia which develops with times passing. This means that timing is everything.
Recency and intensity about a business interaction go hand-in-hand. The customer appreciates a rapid resolution of a issue (which in turn prevents the episode from being “stored” in long term memory — instead replacing it with a memory of rapid resolution of a ‘niggle’)
Vendor team members are also best equipped to address lingering issues with a short time frame of the original interaction — with full mental focus having recently been on that particular situation and a higher degree of awareness of and engagement with that particular instance of the service or product.
Real time (or near real time) problem resolution strikes while the momentum lies in favor of a resolution — when engagement on both sides is high and the branding benefit also remains high.