Every business has it's own group of loyal customer.These customer feedback is very important to improve exsting products.Management always tries to get customers views and opinion on particular product or service for thier decision making process.
Customer feedback can collect in many ways but some of them are online surveys,questionnaires,polls,contests and opinion thorough machines at cash counters at outlets etc..
At the end , any input collected from lower level reached to management or decision makers level who have ultimate control on decision making. Management take decision after considering in and out all the things.One of the area to consider in decision making is feedback collected from customers