Customers typically do not expect feedback, and even critics often see it as a positive contact to receive feedback. Your organisation shows that you take your customers' feedback seriously and want to understand more in order to improve.
In the context of customer experience, it is becoming more and more common to talk about "Closing the Loop". This means finding out what the customer thinks is good or bad and acting on the result. If a customer is dissatisfied, you return to them, find the reason for their dissatisfation, and act accordingly.
In the left menu, you will find the way to Act and complete responses and comments from your customers. Everything is gathered in a view that makes it easy to provide structured feedback to customers.