Everyone agrees that it is important for a brand to listen to its customers. But How? There are several touch points and methods available for a brand to listen to its customers. Put up customer service kiosks, where customers can just click a smiley to indicate their satisfaction levels. You can add a link to the customer service chat on your website. Utilise a SMS or a missed call number and call the customer back if you receive a SMS or missed call. And there are several more. More important that providing these options is to make sure you listen to them. If a missed call number is provided for a customer to express his grievance, we should make it a point to check if any customer has given a call on that number on a hourly basis. If the grievance mechanism also does not work, it becomes a even bigger irritant for the customer than the actual service deficiency experienced by him/her.