Costco notably values customer feedback and encourages the community to engage and participate in their famous feedback boxes that can be found at every warehouse location. The box allows customers to anonymously leave their honest opinions about the store location and the entire company as a whole. The feedback boxes come equipped with a notepad, chained pen, and clip board to make the experience memorable and easy for the population who decide to leave positive or negative feedback. The feedback that shoppers leave behind in the box serve as a great benefit to the company as store managers are able to improve and learn from negative experiences or be consistent with positive experiences. Store managers can then implement necessary trainings to employees and inform them on how they can improve experiences for customers within their specific departments. If a shopper missed the opportunity to leave feedback in person at one of their warehouses, Costco also grants the opportunity for customers to leave feedback for a specific location on their website.

CRM does not only apply to customer service interactions, it can also apply to how companies entice customers with innovative technologies to collect data. Costco is making an effort to adapt to the modern day usage of technology by eliminating their iconic membership cards and using digital cards through their app in an effort to boost customer convenience levels. Costco is one of the largest retailers in the world, and this adjustment will help eliminate plastic waste and make shopping in their warehouses an easy experience. This serves as a benefit to both Costco and their consumers. Costco receives data from those who use their app, and members can conveniently use their digital card at any warehouse, foodcourt, and gas station in no time by easily creating a Costco Online account and downloading their app all while receiving the same benefits as a physical card. Although Costco has made significant efforts to improve their app, the apps of Costco's competitors, like Sam's Club, are known to have higher performance ratings due to uniquely innovative features, like "Scan & Go".

Costco has been known to provide shoppers with a comfortable shopping experience due to their return policy. Costco feels confident enough in their competitive and high-quality products that they are very lenient when customers decide they do not want an item anymore. According to Costco's return policy, the company will accept returns regardless of the purchase data, and even without a receipt (with a few exceptions). Due to Costco's return policy being incredibly convenient and reassuring when shoppers are on the sales floor, it has boosted sales and encouraged shoppers to add an extra item to their cart that perhaps they were indecisive about. Once the customer purchases the item, Costco assumes that the customer will ultimately like and decide to keep it. Although the policy has generated more sales, it has also imposed as a great draw back when customer service representatives do not adhere to the company's policy and misinform customers. Some customers have even been known to take advantage of the lenient policy, and return used items that are years old and simply need an upgrade. Costco recently had a notable response to a severe case and had to put a restriction on their cakes due to an individual hogging their cakes for their own business.