Nowadays, organizations attempt to retrieve, collect, preserve and manage knowledge and experience of experts in order to reuse them later and to promote innovation. In this sense, Experience Management is one of the important organizational issues. This article discusses the main ideas of a future Conversational Case-Based Reasoning (CCBR) intended to assist the experts of after-sales service in a French industrial company. The aim of this research is to formalize the experience of experts in after-sales service in order to better reuse them for similar problems in future. The research opts for an action research method which consists of two main parts: description of failure and proposition of decision protocol. The data were complemented by questionnaires, documentary analysis (including technical reports and other technical documents), observation and many interviews with experts. The findings include several aspects: the formalization of Problem-solving Cards, proposing the structure of case base, as well as the framework of proposed system. These formalizations permit after-sales service experts to provide effective diagnosis and problem-solving.