Everyone agrees that it is important for a brand to listen to its customers. But How? There are several touchpoints 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. Utilize an SMS or a missed call number and call the customer back if you receive an SMS or missed call. And there are several more. More important than 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 an hourly basis. If the grievance mechanism also does not work, it becomes an even bigger irritant for the customer than the actual service deficiency experienced by him/her.