Identify What Customers Don't Like About Your Product or Service
Customers have complaints. And if you simply ask them to complain, they will. This may be okay, but be careful; the seemingly harmless snowflakes of a few minor problems can quickly become an avalanche of grievances from which you can never recover. I've sat through a few of these "let it all hang out and complain about anything sessions," and just about everyone leaves the room tired and frustrated. Think "angry mob" and make certain you know where the exits are located.
It doesn't have to be this way. You can ask your customers what's bothering them if you do it in a way that lets you stay in control of how complaints are stated and discussed. In the process, you'll find fresh new ideas for the changes you can make to address your customers' most important concerns.