Satisfying customers is not an innovation: it is the foundation of any successful organisation. In a customer-driven business it makes sense to have in place mechanisms that capture information (both positive and negative) that identifies what adds or takes away value to the customer and therefore to the business. This can be classed as a complaints management system (CMS).
"Complaints management system,"
ADR Bulletin: Vol. 1
, Article 6.
Available at: https://epublications.bond.edu.au/adr/vol1/iss5/6