QuickBooks just did something smart. They asked us what we thought of their QuickBooks Online Plus service in a survey. Since we're a bunch of technologists who think deeply about how to make processes smoother, we told them, in detail.
Asking wasn't the smartest part about what they did, though. Following up was. One of their software developers scheduled a phone call with us, and we all got on the phone for 20 minutes - their tech team and ours - and hashed out some really good ideas for making the service better.