Customer feedback - how not to do it

I recently received an interesting package from American Airlines.  It was a bunch of certificates for recognizing employees for their outstanding service excellence.  I achieved Gold status with them and I assume that is the reason for this package.  I was pleasantly surprised to see that frequent flyers were given the opportunity to recognize outstanding service.  I am all for recognizing great work.  But, what surprised me was the medium chosen for gathering feedback. 

A couple weeks ago was in a situation where I wanted to commend an American Airlines employee who went above and beyond her call of duty to find me something vegetarian to eat.  I passed my appreciation to her and it made her day.  But, I now have this card and am wondering how I could use this.  Based on the instructions on the card, here is what I have to do:

Chances of me following this procedure and commending someone: 0
Chances that someone will follow this procedure: 0 (unless they are related to the AA employee)

Imagine, I have to run to a post office, get an envelope and stick a stamp on it and mail the envelope.  I can't think of the last time I went to the post office.  All for what?  To send feedback!

I don’t know who devised this plan, but in this day and age of technology and connectivity, it is a no brainer to use technology to achieve better results.  Look at the following process, and tell me how many people wouldn't gladly use it to provide feedback (assuming that frequent flyers like myself will have the App and will always be logged into it):

Here is a mockup of what it would look like on an iPhone:

If this process was implemented, I would have gladly utilized it on my plane journey on American Airlines (albeit, I would have had to wait until the plane landed).

I have used the example of QR codes here, but that could be replaced by any other technology (like NFC, for instance).  

In another incident, I was at a local Home Depot and all of us know they suck in customer service.  You go to an aisle looking for the things you want, and if you don’t find it, you look around for a HD rep and cannot find any!  After walking around for some time you find a rep who tells you that he does not work in the area!  Duh.  After all these frustrating visits, I finally met one salesperson who was extremely enthusiastic to help everyone.  He would be in plumbing, but if you asked a question about electric switches, he would gladly walk over to that department and help you.  On the way, he would talk to any customer who seemed lost.  He was proactively helping out every customer with a smiling face.  That was quite a change and I passed my appreciation to him and told him how helpful (and different from everyone else) he was.  He immediately whipped out his business card, wrote the email ID of the HD CEO and passed it to me with a simple request: "Could you please send an email to my boss with the exact words you told me?  I would really appreciate that".  I was glad to do that, and hopefully, his boss recognized his outstanding service.  It was as simple as that.  An email.

But, if HD had an app that I could use, it would have been even better.  

Simple systems and simple processes guarantee results.  When you design a system, make it as simple and brain dead as possible.