3pm Friday afternoon - the week is almost over and I have just a few things to finalize, including the return of a faulty electric fan.

It'll be a piece of cake. I don my wireless headset and call ahead as I pack the fan back into it's box. I write a note - I love being handsfree.

An hour later I arrive at the store. Customer Service is always something that I'm interested in so I'm keen to see how this is handled - will I learn any new Customer Service techniques from them? It's a large store and there's not a Customer Service Rep in sight.

I can't see the Customer Service Counter so I head for a receptionist near the door. She's deep in conversation on her headset and without a beat directs me with a sweep of her hand and continues her conversation about her latest romance.

There, nestled between MP3 Players and telephone headsets is the "Complaints Counter". I feel comfortable with the location, although not the name. A ticket dispensing machine is labelled in black ink "Take a Number". I do. So have the 8 other people in my queue. I'm number 86 - does that mean that 85 others have "complained" to Customer Service today?

One rather sad looking man sits behind the counter juggling "complaining" Customers and calls.

Finally, I'm next in line. I look at my numbered "complaint" ticket to confirm that it is my number that's been called. Then I look down at the hand written note that I made when I called ahead, only to realize that I am about to add to the anonymity of this Customer Service process by quoting my inquiry number - "1070906"

Couldn't I just have a name - something like Mike Faith would be nice. Or even just Mike

My question to you is - "What's in a Name?" - I am. You are. That's what!