Built by a customer who got tired of waiting for a resolution that never came.
CRAP didn't start as a startup idea. It started as frustration — the kind that every person who has ever been bounced between support agents, left on hold, or watched their tweet disappear into the void knows intimately.
The pattern that led here
I've had enough customer experiences on both ends of the spectrum — the kind that left me genuinely impressed, and the kind that burned hours of my life with nothing to show for it. But the pattern was always the same: try customer care first, wait, escalate, wait again. If that failed, take it to X. Hope the tweet gets traction. Wait some more. Watch the tweet disappear after a day.
Sometimes businesses respond. Sometimes they resolve it — and when they do, it genuinely is a great outcome. I've had service teams go out of their way to make things right, and that deserves recognition just as much as the failures deserve accountability. But the problem was never just the bad experiences. The problem was that neither outcome left any lasting record.
A resolved complaint on X disappears into DMs. A tweet that gets traction might push a response — but a week later, no one can find it. It has no score impact, no structure, no follow-through. The business waits it out. The value of your experience — good or bad — evaporates.
The idea behind CRAP
What if your experience as a customer — every single one of them — actually shaped the business's public standing? Not as a static review that sits there forever, unchanged. But as a living score that reflects how a business actually behaves when things go wrong.
Customer care, done right, can rebuild trust fast. Done wrong — or not done at all — it should cost the business publicly. That's the core of CRAP. Your post becomes their score. Their response — or silence — moves that score in real time. And only you decide when it's resolved.
The goal was never to create a platform for complaining. It was to give customers the kind of leverage that forces businesses to take customer care seriously — not as a cost centre, but as the most visible signal of how they operate.
What we're building toward
Customer care is broken — not because the people in it don't care, but because the systems around them are designed to exhaust you until you give up. CRAP is being built to change that incentive structure.
When a business knows that every unresolved post is public, permanent, and directly impacts their score in search results — they start treating customer care like it matters. Because it does. It always did. We're just making that visible.
The best-case outcome isn't a platform full of complaints. It's businesses that resolve things so well that their CRAP Score becomes a badge of pride — a signal that they take their customers seriously. We think that world is possible, and we think customers have always deserved to be the ones who define it.
Our mission: Redefine customer care as the most powerful business signal — one experience, one post, one score at a time.