Ask yourself when have you seen a feedback form that was costructed to pull out any interesting responses? Listing three or five or more suggestions *Actually Used* would give the impression of a dialog between customers and company. (and prove the company wants suggestions) How about a feedback form saying something like "We are currently brainstorming quality issues for [product], your experiences would be especially appreciated." And which management team takes a list of what it thinks are its priorities, and has customers rank them to see if there are any surprises in their asumptions?