How can companies ensure that employees are actively seeking out and gathering customer feedback to drive continuous improvement, rather than waiting for feedback to be provided through established mechanisms?

Companies can ensure that employees are actively seeking out customer feedback by implementing a culture of customer-centricity, where feedback is seen as essential for growth and success. They can also provide training and resources to help employees understand the importance of gathering feedback and how to do so effectively. Additionally, companies can incentivize and reward employees for actively seeking out customer feedback, and integrate feedback collection into regular processes and workflows to make it a natural part of their day-to-day activities.