Escalation is a subjective concept for businesses but here’s how most businesses define it. When a customer faces any issue with their product or service from your brand they reach out to you. They might get in touch with you through emails, calls, or through your social media handles. 

Calling is the traditional and still the most popular way for customers to get in touch with a brand. Their call, text, email is then sent to the customer service team and they can handle the issue accordingly. 

If the customer support team is able to give a satisfactory response to the customer then well and good, if not then the customer will again approach your brand. In such a case, you pass on the case to someone else. This process is called escalation.