We deliver our product ourselves. And in many instances, we continue delivering it in person as long as the customer is using our service. So relationship is everything. When the relationship goes away, so does the customer. Without our eliciting feedback, there is no relationship.
Relationship carries with it the connotation of two-way communication.
If reducing complaints is a shortcut to oblivion, increasing complaints is the road to stardom. They are really just like mistakes. They are not good or bad, right or wrong. They are just other ways of doing things. The value of increasing complaints, then, is that it offers many other possible ways to do things.