Customer feedback is golden.

Absolutely! Customer feedback is pure gold for a service or a product. The best way is to provide them with tips that they need n eventually ask for their tips with respect to the product/service you are providing. Nowadays, testimonials are being given importance as well - which not only enhances your product/service but is good for marketing as well. What do you think?

Customer feedback is HUGE for any company at any stage. I think a smart way to encourage customers to share their opinion & idea for improvement would be to make them feel like their voice matters and that you, as the founder or business exec, are truly listening and care about their concerns. If you can make them feel valued in the communication process, I think you will get true honest feedback.