We're talking digitalising, streamlining and optimising the simple 'Customer Feedback Form' for the modern era. I guess it's only natural that if a customer can see that you're not only listening to them but reacting to their feedback too, that they will feel they have a better relationship with your communicative and responsive business than they might with a business with more of a 'tunnel-vision' on their own goals.

When the both company's own goals reflect taking the customer's money, but one is trying to collaborate, thank and involve themselves with the customer's perspective, and the other is just all about 'Sell, Sell, Sell', it's not hard to see why a customer will display loyalty to one business over another.

Gary Vaynerchuk does a good job of reflecting this approach in his book The Thank You Economy.