How to Get Helpful and Instructive Customer Feedback

Want to know what customers really think of your company, product or service? Ask them!

Some of the companies with terrific customer service employ the "customer plus-delta" approach, according to the authors of the new book "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force" (by Ben McConnell and Jackie Huba, $25, Dearborn Trade Publishing, www.dearborntrade.com).