Customer service manager
Finance controller
Customer retention lead
Accounts receivable manager
Service recovery specialist
Regional sales manager
When customers experience service failures that warrant compensation. When retention of valuable customers justifies discretionary credits. When dispute resolution requires flexibility beyond standard policies. When customer relationships benefit from proactive goodwill gestures. Ideal for service businesses, subscription companies, and any organization where customer lifetime value justifies discretionary investment.
Service agents identify goodwill opportunities. Customer success or retention teams recommend credits. Approvers with appropriate authority authorize goodwill amounts. Finance teams track goodwill spending against budgets. Leadership reviews goodwill patterns and policy effectiveness.
Protected customer relationships through appropriate goodwill gestures Controlled discretionary spending with clear approval authority Consistent goodwill criteria applied across similar situations Documented goodwill rationale supporting budget management and analysis
Your version of this process may vary based on roles, systems, data, and approval paths. Moxo's flow builder can be configured with AI agents, conditional branching, dynamic data references, and sophisticated logic to match how your organization runs this workflow. The steps below illustrate one example.
Goodwill request initiation
The process begins when a goodwill credit is recommended, typically by service or retention teams. The request includes the recommended amount, customer context, reason for goodwill, and business justification. AI agents may flag requests that appear inconsistent with historical patterns.
Customer context review
The request is evaluated in context of the customer's history, value, prior goodwill credits, and overall relationship health. Requests for high-value customers or significant amounts may require additional documentation.
Approval evaluation
An approver with appropriate authority reviews the request. They consider the business case, customer situation, and available budget. If the amount exceeds their authority, the request escalates to a higher approver.
Authorization and communication
Approved goodwill credits are authorized and communicated to the customer with appropriate messaging. The credit is applied to the customer account. Declined requests are communicated with alternative options if available.
Tracking and analysis
Goodwill credits are tracked against budgets and analyzed for patterns. High-frequency requesters, common reasons, and credit effectiveness inform policy refinement and budget planning.
This process relies on customer account data, relationship history, prior goodwill credits, and budget allocations. Triggers include service recovery needs, retention team recommendations, or customer requests. Integration with CRM platforms, billing systems, and customer analytics tools provides context for decisions.
Key decision points include determining whether goodwill is appropriate for the situation, what amount is justified given customer value and circumstances, and whether the credit achieves intended relationship outcomes.
Goodwill credits issued without clear business justification. Inconsistent amounts offered for similar situations. Budget overruns due to lack of visibility into goodwill spending. Goodwill offered instead of addressing underlying service issues.
Orchestrates goodwill requests through structured approval with appropriate authority levels
AI agents flag unusual requests and surface relevant customer context
Routes approvals based on amount thresholds and customer tier
Tracks goodwill spending for budget management and policy effectiveness analysis
