According to Wetteman, Neocase has deep domain expertise and features, such as parallel processing in order to handle a collaboration between multiple departments, that are beyond what Microsoft's CRM 3.0 can do.

Cellular customers whose service is down, for example, want the service back up but don't want to pay for the three days of down time.

The application can initiate processes with technical support and the billing department simultaneously. Pluche calls this child-case technology.

"One case is a clone of the initial case. Both cases are alive and sent to different organizations. At the back end it reassembles the puzzle and delivers a complete answer," Pluche said.

Although Microsoft's customer service module can create a snapshot, like a child case, it is inert and does not trigger a process, Pluche said.