The vast majority of customer feedback is not being captured. Consider the following scenario. You enter a store or any kind of business establishment only to encounter a problem. You proceed to tell the sales/service representative your concern. It may get taken care of right then and there, or, it may be an issue such the store not having a specific product you needed. The rep will often say something like, “Oh, we must be out of that. Sorry for the inconvenience. How frequently do you think the feedback is formally recorded for management to review? The answer is almost never.

Call centers do a little better, as they record the feedback in your file. However, in terms of face to face customer service, complaints, comments, and even compliments all too often fall through the cracks.

Doing what most companies do now–leaving it up to the customer to call a hotline, go to the website or send an email, means that the vast majority of customer feedback is never captured.

This is a lost opportunity for an organization to see itself accurately through the eyes of customers. Not only are opportunities for improvement lost, but there is no way to track trends and see patterns that would otherwise go unnoticed.

Perhaps the most offensive part of this widespread practice is that the customer leaves the business establishment knowing that no one but the representative that he or she told will ever hear about their experience. In today’s world of sleek technology and software solutions, this is completely unacceptable.

The solution lies in products such as C3 Touch that provide a simple web form that both customers and employees can access. Here’s the rule: When a representative is told about a problem, he or she is responsible for entering the information right then and there.

If the customer doesn’t want to provide a name, the information can be recorded as anonymous. Either way, the organization now has the voice of the customer formally recorded.

There is no reason that vital information such as customer feedback should fall through the cracks. Register for your copy of C3 Touch today and try it for 30 days at no cost. We can’t just say we care, it’s time we show the customer we care by letting the organization hear what they have to say.