Today's conglomerates don't take the time, or effort to truly get to know their customers. You don't need to take every customer to lunch, although a few might help. But consider the merits of getting your customer out to your facility and if it's feasible, it will certainly help. Many companies have recognized the virtue of making employees stockholders through buy-ins and various option plans. Fewer companies though, have embraced the importance associated with making the employee, or the customer a stakeholder.
Stakeholders are much different from stockholders.
Consider the possibilities of establishing a two-way partnership with your customers through open dialogue. If you can get them to help you enhance your product, it becomes a win-win relationship. It benefits them, by ensuring the outcome they crave. They will come back to you time and again when they know that their opinion is vital to you. They have a personal stake in your business.