All businesses operate on some basic assumptions about how they’re doing. Sure – you have numbers to tell you how profitable the company is, or where sales are coming from. But how do you find how happy your customers are? You can take a passive approach, leaving surveys where customers can find them and fill them out, or adding a feedback page to your website. But the return is likely to be too small to tell you much. A proactive approach, where every transaction includes a question or rating designed to provide you with good feedback, can help you find and fix weaknesses, and will offer encouragement in those areas where you’re performing well.