Since then, Campbell has brought one solution after another to a growing customer list, based on customer feedback and desire.

FORBES: Innovation: An Entrepreneur's Best Friend

Besides using real women on Facebook to model its latest styles, the company has expanded its petite offerings and its shoe collection, both based on customer feedback, most of which is now coming from social media channels.

FORBES: Social Media Is Fashion's Newest Muse

"Based on customer feedback and behavior, the improvements we've made to delta.com and our kiosks are hitting the mark as customers are enjoying the more intuitive layout, new features, and the ability to take advantage of many of the elements that can be added to their flight experience, such as an Economy Comfort seat, extra SkyMiles and in-flight Wi-Fi, " Hauenstein said.

ENGADGET: Delta introduces Fly Delta app for iPad, iOS 6 Passbook integration

The company has adjusted everything from where pockets sit on pants to the placement of waistbands on running shorts, and even learned that it needed to stock more small sizes, based on online customer feedback.

FORBES: Social Media Is Fashion's Newest Muse

Based on market and customer feedback, this Mobile Wireless Storage solution is a potential future product collaboration between Verizon and Seagate.

ENGADGET: Seagate crams Verizon 4G LTE into a battery-powered portable HDD; Thunderbolt GoFlex Adapter launches

The presenters were from a Boston startup, Direct Hit, which claimed to use proprietary customer feedback to rank Web searches based on popularity.

FORBES: The wild bunch

Too often voice of the customer programs are based on automated surveys and tech support feedback.

FORBES: Stop Kicking the Can on Customer Loyalty

Thus, Jean and her colleagues pay close attention to the real-time feedback made possible by social media, making improvements and modulating based on daily customer input.

FORBES: From Cold Hands to Hot Sales