Feedback from your customers can provide you with improvement ideas, new product additions and insight into the emotional parts of the purchase decision for them.
Stay curious about your customer experience. Ask your customers for feedback and really listen. Then share with your customers how they helped your company meet its goals. Close connections with your customers can help you build on those relationships.
For more on this subject, check out the book Stop Selling and Start Leading by Kouzes, Posner, and Calvert