You have several options for gathering customer feedback beyond just surveys (although that is a popular choice, as well).

One important thing to remember is that your feedback tool should be timely: You don’t want to wait a few weeks to ask a site visitor if they had a question while they were scrolling through your services list. That opportunity is gone.

Or, if they are reading a few of your blogs, don’t you want to ask them right then and there if they found the content useful, instead of days later when they probably don’t remember? Timing is everything when it comes to getting reliable, beneficial customer feedback, which is why more and more companies are adding pop-ups and live chats to their sites.

We’ve all seen them: pop-up messages or slide-in CTAs that appear as we scroll through an article or open a new page. Why not put these tools to good use and ask your customers a question or encourage them to fill out a survey? You can even offer them an incentive to give feedback like a free downloadable whitepaper.

An even more instant option, live chats are a great way to get the conversation started in real time. While live chats are an ideal outlet for customers to ask you questions, you can also use this feature to send a few their way. Maybe the chat box pops up when they visit your site and asks how they found your business or what they are looking for. It’s like a two-for-one sale where you can improve their experience and collect feedback.

Some other options include holding focus groups and calls. Yes, those take more time and planning, but you'll get plenty of good information.

Once you start collecting feedback, do something with it so you can start to build customer loyalty. And since that's another subject altogether, here are some loyalty tips from a company I work with: http://www.fieldboom.com/blog/customer-loyalty/.

Hope that helps!