Ivory bar soap floating was a mistake. They had been over mixing the soap formula causing excess air bubbles that made it float. Customers wrote and told how much they loved that it floated, and it has floated ever since. [It floats in gasoline, too.]
If the company did not have a process for receiving Customer feedback, what would have happened? What opportunity could have been lost? How many times have you spoken to a disinterested staff member of a company about something that you thought would be a good idea for that company? A possible money saver or sales generator, and you get treated like a leper? Have you ever been greeted with disinterest?
I know I have.
If you're in business and you have customers, and you have staff, then your staff need to know that you value and reward the correct handling of feedback.
Having a system in place that requires feedback get handled in a particular way is only half the solution. Senior management must reward the correct use of the system. That way, staff know that the system is really important, is safe to use, and they get recognised and rewarded for using it. Only then can you guarantee that the system will be used, with or without constant supervision ? it is in the staff members interest to use it.
Feedback, both positive and negative is very valuable. I have seen systems in place in some companies where senior management did not take kindly to staff supplying negative feedback from the customer. If the staff get hammered in those cases, and also not rewarded in cases of positive feedback, they will stop all feedback entering the system ? it is just not worth it. Management is seen to be saying one thing and doing another. Fatal.
Missed opportunities are an indication of lack of SUPPORTED systems or processes to capture them.
Do you have a feedback collection system, and are staff rewarded and commended for it's use? | 
