Rule #2: Never be on defense with technology.There are two critical reasons why you must you use the web gather feedback from your customers – aggressively.First, your customers are already using it. Joe Skorupa’s excellent wrap-up of 10 top retail luminaries’ predictions for 2010 was saturated with the message that the economy will continue to push retailers to find ways to engage customers using technology – if only because those customers are already embracing technology to share their thoughts about you with everyone else in the world through the medium of social networking.Second, being as effective as possible at keeping and growing your brand’s followers in your stores absolutely requires that each store knows exactly and objectively how customers feel about their experience in each individual store. You must connect many customers’ feedback to the right people in your organization.Accomplishing this means harnessing your customers’ existing willingness to give feedback via the web and channeling it right to your associates. The end result should be making positive employee behavior changes a daily, company-wide occurrence.Rule #3: You must put your own stamp on customer feedback.The fundamentals of creating a vibrant feedback loop between customers, managers and employees are the same in luxury as they are on Main Street: Ask, Listen, Learn…and repeat.Especially when it comes to the asking bit, Luxury must make sure that the creative talent in your organization has a strong role how you ask for this feedback; otherwise it’ll fail to click with everything else in your stores, ads and online presence.A key example is a customer incentive. Avoid traditional enter-to-win drawings and bounce-back coupons like the plague for the obvious reasons – they are far too blue collar for your brands.Instead, try a warm message written directly by the CEO (featuring a candid photo) offering that each year you hand-pick guests who give feedback and fly them in to meet your artisans and designers. The price tag on that type of award is nearly identical to traditional enter-to-win drawings, but the overall feel will be far more in line with your brand. And take it from us, you will create tremendous buzz.As luxury brands reconfigure themselves to survive and – in some cases – prosper, a vital element will be learning to find ways to measure and disseminate their customer experience in ways that are congruent with the larger brand experience.The good news is that they're closer to successfully doing so than you might think.