The text discusses the importance of gathering direct feedback from customers, which can lead to improved products and services. It highlights a tool called VideoAsk that allows businesses to collect customer insights through video conversations, eliminating non-verbal cues and facial expressions limitations. The app is integrated with Zapier, a workflow automation software, enabling users to automate tasks such as creating Trello cards, generating Zendesk tickets, and sending Slack notifications for new responses. By automating these processes, businesses can prioritize customer requests, nurture engaged customers, and reach out to them with marketing emails, ultimately taking their customer feedback to the next level.