In the past, it was reasonable for companies to simply seek customer feedback on an occasional basis -- perhaps by email or telephone.  But times have changed immensely, with the phenomenon of “constant customer connectivity” being enabled by social media and mobile channels increasing their share of the pie.

It’s a real mistake for companies to carry the old way of thinking about customer feedback into this drastically altered business dynamic.  The companies that will win must achieve a higher level of customer connectivity, leveraging all the different touch points with customers as opportunities to receive feedback from customers.