What customers and employees say is one thing. But you have to listen to what they are NOT saying too.
What they are NOT saying may be more important.
Why don’t they say it? They are being polite, they don’t like confrontation, they are afraid of retaliation, it’s easier to go somewhere else than argue, they feel you would not listen, they don’t want to embarrass you, etc.
What are your customers and employees NOT saying?