Creating Customers from Cases

Hello, our technical support department creates cases each day and assigns them to an appropriate customer record (if there is one), however if there is not already an existing customer record (could be an end user of our product, but they have not yet purchased directly from us), our tech support team is creating a brand new customer record. Because of this we have many customers in our system that are not true customers by definition. To help streamline our processes, is there a better way we could be handling this? For example, I see NetSuite has