Executives spend millions of dollars every year trying to figure out how to improve business, yet many fail to tap into a freely available information source that can provide more insight than any consultant ever could: customer feedback

Feedback about the products and services customers purchase and use is an inevitable consequence of the kind of customer-focused approach most successful companies are committed to. Whether initiated or prompted by the customer or by the organization, feedback is a critical signal of customer sentiment and behavior—and a source of vital management information that should be properly harnessed to drive valuable business improvements.