I am a customer of two of the largest private sector banks, one PSU bank, largest credit card company , some insurance companies, public utility companies , telecom companies and one thing is common in them ;
NO Companies have asked me for any feedback ever or for last many years.
I visited one recently open but popular restaurant and along-with the bill there was small crisp feedback form. Now everything happened precedent to the feedback form was almost perfect. Ambiance, food quality, customer service, attentive staff, clean & perfumed washrooms, food on display , presentation, menu card , light music & including valet parking etc. Barring a few elements which could have made the experience delightful , everything was perfect.
After a near perfect show when they are asking for feedback they are aware that they have done their best however still wish to know where they misused and open to improvements. They are aware they are living in times of Zomato.
Companies those who know power of social media have stared improving their customer experience. However likes of some (no, many many) companies mentioned on top of the blog still think that they are doing good without even seeking customer feedback.
Customer feedback is not only the MOST powerful tool but is the business critical tool. It tells you whether you are meeting the expectations for whom you are in existence. Jeff Bezos , customer experience champion CEO of Amazon.com, says " don't just listen customers, understand them." How would you do that without asking them?
Customer feedback gives great insight, it makes customer feel you care, and acting on the feedback certainly adds value to the business.
When the enterprise is concerned about feedback they will perform well in the first place and even if they have failed somewhere they will know from the feedback. Customers' anger will also dilute after filling the feedback form.
When was the last time your enterprise has taken customer feedback? No excuse for B2B companies.