Abstract: An apparatus and method to improve the handling of in-store customer requests for assistance, generate feedback and use data generated by customer requests for assistance. A customer input device, such as a placard, hand-held or cart carried mobile device, enables customers to request assistance and immediately and easily grade the assistance they receive. In one embodiment, the communication from such customer input device is automatically routed to individual(s) having responsibility for the department from which the customer's request for assistance has emanated. In other aspects, the response times, self expressed customer satisfaction scores and subsequent sales results are compiled and collated to improve customer service, and enable management to develop an appropriate reward or sanction system for sales employees.