Delight the customer. Inspect and adapt. I've been teaching that for years. And I have been working on eebee, a feedback solution, to help anyone who holds events to get more and better feedback from their participants.
Then I got an email from a hotel director I stayed at. "If you liked us, click here to tell TripAdvisor. If not, click here to tell me."
Boy, what a decision! He has no idea if I'm happy or not, but an immortal comment on the Social Media is just one click away! Feedback is about more than listening to the customer, it's about guiding the conversation, before it goes viral! Steve Holyer and I made a video, to explain the problem:
Does this resonate with you?