PlanetFeedback effectively serves the consumer and the supplier, for the benefit of both. We're like a marriage counselor for consumers and companies. Blackshaw and Cohen both mention Professor Jim Heskett's Service Management class, where the parallels of a consumer's value to a company and the power of the collective consumer began to take shape. They learned that all feedback is valuable to a company, where even complaints are considered gifts. They treated customer service as a listening device.
Every complaint is a potential suggestion.
Blackshaw and Cohen began to shape these notions into an innovative business model. Blackshaw based the model on research that revealed that consumers were not taking advantage of opportunities to speak to companies, mostly due to inconvenience. Those other 24 opportunities are going to waste. He also knew the value of such information to companies, realizing that for companies, a lack of convenience was once again the root of the problem. If feedback is cheap for them to manage, the more the better.