“We don’t see a problem.” That is the typical response when a company is investigated for unsafe products or features. Latest car in point: Ford’s BlueCruise self-driving feature.

They might be right in claiming that customers have not reported problems to them. But when the National Highway Traffic Safety Administration (NHTSA) started to take an interest, they could easily compile 2,000 claims of malfunctioning self-driving features.

How are you gathering customer feedback? The fact that you don’t receive any problem reports doesn’t mean there are no problems.