Setting up a Case Update Rule triggered SMS Distribution

Updated 

28 days ago

Setting up a Case Update Rule–triggered SMS distribution refers to configuring an automated communication workflow in the CFM platform that sends an SMS notification for case updates.

Business Use Cases

  • Post-Care Feedback Automation: Rule-based integration enables the automatic deployment of surveys through Sprinklr Service workflows. For example, a survey can be automatically triggered when a case's status changes to 'Resolved'. This system ensures that every interaction is promptly followed by a feedback request, eliminating the need for any manual intervention.

  • Actionable Insights from Service Cases: Initiating CFM Surveys immediately after case updates provides a robust method for monitoring satisfaction levels across a spectrum of case types, geographical regions, and individual agents. This streamlined, automated workflow, which progresses from case closure to survey distribution and then to comprehensive response analytics, empowers you to pinpoint any service deficiencies and subsequently enhance agent performance.

Key Features

  • Improves operational efficiency: Integrates seamlessly between Sprinklr Service and CFM, reducing dependency on separate tools or manual survey dispatches.

  • Automates post-case feedback collection: Eliminates manual effort by triggering CFM SMS surveys directly through case update rules in Sprinklr Service.

  • Drives continuous improvement: Enables closed-loop insights — linking case management performance to customer satisfaction outcomes.

  • Ensures real-time customer insights: Collects immediate feedback after case closure, helping brands measure satisfaction at the moment of experience.

  • Boosts response rates: Personalized SMS with case placeholders make it easy for customers to share feedback quickly.

Prerequisites

In order to access the WhatsApp distribution, you must have access to the following View and Edit Distribution permissions at Survey Level.

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Setting Up Case Update Triggered Standard Distribution

Before you can select the trigger-based option in the schedule, you must follow the steps detailed in this article to set up the standard trigger-based distribution.

  1. Go to Schedule Distribution page and choose Type as Trigger Based option while scheduling the distribution.

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  2. Proceed to the Sender Account and choose the SMS account you intend to use for sending the message.

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Setting Up Case Update Rule

Access the Rule Engine, then click on '+ Create New Rule'. Proceed to create a new Case Update Rule by selecting 'Case Update' as the content type.

CFM Survey Conditions

In the Rule Engine, you can set up CFM survey conditions. These conditions enable the triggering of specific survey actions (such as sending reminders or thank-you messages) based on the invite's status, the response's status, or the time elapsed since a survey invite was originally dispatched. To configure a CFM survey condition, follow these steps:

  1. On the Rule Engine page, click the Add Element option and select Add Condition.

  2. Go to Edit Condition in right pane and fill in the details:

    1. Name: Provide a name to the Condition.

    2. Navigate to Conditions Applies to CFM Surveys and select one of the following conditions:

      Condition

      Configuration

      Survey Invite Status

      Use this condition to trigger follow-up actions (like reminder SMS) based on the current status of survey invitations.

      Fields to configure:

      • Invite Status: Choose one of the following options:

        • Failed

        • Quarantined

        • Suppressed

        • Invite Sent

        • Invite Opened

        • Unsubscribed

      • Survey: Select the survey for which the invite status will be checked.

      • Distribution Channel: Select SMS as channel

      • Distribution: Select the trigger-based email distribution whose invite status should be evaluated.

      Survey Response Status

      Use this condition to trigger reminder or thank-you SMS based on the recipient’s survey response progress. This condition is also useful before reminder or thank-you actions to:

      • Avoid sending emails to recipients whose invites failed, were quarantined, suppressed, or unsubscribed.

      • Skip reminders for recipients who have already completed the survey.

      Fields to configure:

      • Response Status: Choose one of the following options:

        • Not Started

        • Survey Opened

        • In Progress

        • Partially Completed

        • Completed

      • Survey: Select the survey for which the response status will be checked.

      • Distribution Channel: Select SMS as channel

      • Distribution: Select the trigger-based SMS distribution whose response status should be evaluated.

      Survey Last Sent Before Duration

      Set the reminder SMS frequency using this condition

      Use this condition to add a time delay between the survey invite and reminder email.

      Fields to configure:

      • Time Delay: Specify the duration (in seconds, minutes, hours, days, weeks, or years).

      • Survey: Select the survey for which the delay will be applied.

      • Distribution Channel: Select SMS as channel

      • Distribution: Select the trigger-based email distribution whose timing will be evaluated.

CFM Survey Action

Once your survey conditions are established, you can set up Rule Engine actions to automatically send out survey invitations, reminders, or thank-you messages. These automated communications will be triggered by specific case events and evaluation logic. Below are the steps to configure a CFM Survey Action:

  1. On the Rule Engine page, click the Add Element option and select Add Action.

  2. Go to Edit Action in right pane and fill in the details:

    1. Name: Provide a name to the Action.

    2. Navigate to Actions to CFM Survey and select one of the following action.

      Action

      Configuration

      Trigger Survey Invitation

      This action sends the survey invite automatically when defined case conditions are met.

      Key Details

      • The survey message will be sent using the link settings configured in the selected distribution.

      • Reminder and Thank You messages are not auto-triggered — they need separate actions.

      Fields to configure:

      Mandatory Fields

      • Survey: Select a survey to trigger email distribution. (Only surveys owned by the user or shared with “Edit Distribution” permission are available.)

      • Distribution Channel: Select SMS as channel

      • Trigger Based Distribution: Select the survey distribution. (Only Trigger-Based distributions for the selected survey are listed. Failed and Expired distributions are excluded here.)

      Optional Fields

      Survey language conditions i.e. Survey language, Survey Language is Last Associated Message's Language within the rule engine overrides the translation conditions set up within the distribution. If the condition is not added in the rule engine, the existing translation conditions in the distribution setup will be considered.

      • Survey Language – Select a language in which the survey is to be triggered.

      • Survey Language is Last Associated Message’s Language – Auto-detect the recipient’s last message language and trigger survey in that language.

      • Case Custom Field for Recipient – Use an alternate phone number stored in a case field to send the invite.

      • Profile Custom Field for Recipient – Use an alternate phone number stored in a profile field.

      • Use Distribution Configured Account:

        • Yes: Sends the survey from the sender account defined in the selected distribution.

        • No / Unset: Sends from the same channel and account as the case conversation.

      Ensure that the Use Distribution Configured Account field is set as “Yes” and appropriate sender account is selected within Email distribution when triggering surveys for a case on which no active conversation is ongoing.

      Send Survey Reminder

      This action sends the survey reminder automatically when defined case conditions are met.

      Key Details

      • The survey reminder will be sent using the link settings configured in the selected distribution.

      • Thank You message is not auto-triggered — it is a separate action.

      Fields to configure:

      Mandatory Fields

      • Survey: Select a survey to trigger SMS distribution. (Only surveys owned by the user or shared with “Edit Distribution” permission are available.)

      • Distribution Channel: Select SMS as channel

      • Trigger Based Distribution: Select the survey distribution. (Only Trigger-Based distributions for the selected survey are listed. Failed and Expired distributions are excluded here.)

      Optional Fields

      Survey language conditions i.e. Survey language, Survey Language is Last Associated Message's Language within the rule engine overrides the translation conditions set up within the distribution. If the condition is not added in the rule engine, the existing translation conditions in the distribution setup will be considered.

      • Survey Language – Select a language in which the survey is to be triggered.

      • Survey Language is Last Associated Message’s Language – Auto-detect the recipient’s last message language and trigger survey in that language.

      • Case Custom Field for Recipient – Use an alternate phone number stored in a case field to send the invite.

      • Profile Custom Field for Recipient – Use an alternate phone number stored in a profile field.

      Send Thank You Message

      This action sends the survey thank you message automatically when defined case conditions are met.

      Fields to configure:

      Mandatory Fields

      • Survey: Select a survey to trigger SMS distribution. (Only surveys owned by the user or shared with “Edit Distribution” permission are available.)

      • Distribution Channel: Select SMS as channel

      • Trigger Based Distribution: Select the survey distribution. (Only Trigger-Based distributions for the selected survey are listed. Failed and Expired distributions are excluded here.)

      Optional Fields

      Survey language conditions i.e. Survey language, Survey Language is Last Associated Message's Language within the rule engine overrides the translation conditions set up within the distribution. If the condition is not added in the rule engine, the existing translation conditions in the distribution setup will be considered.

      • Survey Language – Select a language in which the survey is to be triggered.

      • Survey Language is Last Associated Message’s Language – Auto-detect the recipient’s last message language and trigger survey in that language.

      • Case Custom Field for Recipient – Use an alternate phone number stored in a case field to send the invite.

      • Profile Custom Field for Recipient – Use an alternate phone number stored in a profile field.

Key points to note

  • Separate Rules Required for Each Action: “Trigger Survey Invitation,” “Send Survey Reminder,” and “Send Thank You Message” actions must be configured in separate rules. Configuring multiple CFM survey actions within the same rule may lead to execution order issues, where a subsequent action (e.g., reminder or thank-you) could be triggered before the previous action (e.g., survey invite) has completed.

  • Reminder and Thank You Require Separate Configuration: Reminder and thank-you messages are not triggered automatically after the survey invite. They require independent Rule Engine actions to be configured explicitly.

  • Conditions Must Be Defined to Control Reminder Delivery: Appropriate Survey Status conditions (e.g., Failed, Quarantined, Suppressed, Unsubscribed, Completed) should be added to ensure that reminders and thank you messages are sent only to eligible recipients and not to users who have opted out or already completed the survey.

While creating an SMS distribution, you can use the preview feature to see how your message will appear on a recipient’s SMS screen. This helps ensure that the content is visually clear and properly formatted before sending.

To test the full distribution flow, including message delivery, timing, reminders, and survey link behavior—set up a test distribution and send it to a small group of test phone numbers. Verify that the message is delivered correctly, the formatting displays as expected, and all links function properly. Confirm the complete recipient experience, including reminders and thank‑you messages.

Once you’ve validated the test results, clone the distribution, make any necessary adjustments, and then deploy it to your intended audience.

Best Practices

To ensure reliable execution of survey-related actions in Rule Engine, configure each survey flow (Invitation, Reminder, and Thank You) as separate rules, rather than combining multiple actions within the same rule.

Recommended setup:

  • Rule 1: Trigger Survey Invitation: Configure the “Trigger Survey Invitation” action to send surveys on cases that meet defined conditions. Move the case to a specific queue after the invite is triggered.

  • Rule 2: Send Survey Reminder: Create a separate rule that runs on the queue used for survey invites. Add a “Survey Status” condition (e.g., to exculde Failed, Quarantined, Suppressed, or Completed) and configure the “Send Survey Reminder” action for eligible cases.

  • Rule 3: Send Thank You Message: Configure another rule that triggers based on survey completion status to send the “Thank You Message.”

This separation ensures that each action executes only after the previous one has been processed, avoiding timing or sequencing issues that can occur when multiple CFM survey actions are defined within the same rule.

  • Preview Your Messages: Use the preview feature while creating the distribution to confirm the message format and ensure it appears as intended on the recipient's SMS screen.

  • Keep Messages Clear and Concise: Craft short and impactful messages that effectively convey your intent without exceeding SMS character limits.

  • Personalization: Use placeholders for recipient-specific details (e.g., name, location) to create a more engaging and personalized experience.

  • Optimal Timing: Schedule SMS distributions at times when your audience is most likely to respond, keeping time zones and user behavior in mind.

  • Compliance with Regulations: Adhere to SMS compliance standards by including mandatory unsubscription options in the footer and respecting user privacy.

  • Testing Survey Links: Ensure that included survey links are functional and lead directly to the intended survey for respondents.

  • Effective Use of Reminders: Configure reminders thoughtfully, balancing frequency to avoid overwhelming recipients while maximizing response rates.

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