In any organisation with internal or external customers, the primary function of the founder or the chief executive officer should be to constantly review and action customer input such as complaints or compliments.
Customers may provide input directly to the organisation by writing to the organisation or input channels established by the organisation. However, customers are likely to provide feedback via third parties such as search engine reviews or rating platforms.
Organisation leaders must locate such input, review it and action it directly themselves, if required, or delegate it to executive officers to respond, improve the product, service or process.
The leader should be the individual to review customer input as the leader should have the best understanding and ultimate authority on the organisation's direction. If the leader does not understand the organisation's direction or customers' expectations, the organisation has a critical leadership and system failure.