Hi Steve, Improving product messaging, building features which customers want and listening to what customers have to say are all in my opinion a must.
Here are some of the tools out there to help you get started:
1. UserVoice - With this you can add a feedback button to your site which customers can click on to leave feedback.
2. Olark - With this you can add a chat widget to your page, so customer can leave feedback
3. Qualroo - With this you can a add a chat widget like olark but also automatically initiate conversations and conduct surveys.
4. FeatureKicker - With this you can collect customer insights by asking the right question at the right time. For example, ask a question when customer clicks on a button or when they have scrolled some page element in to the viewport, or when the have scrolled to the bottom or when they have been on page idle for X seconds etc. etc. The questions you ask are completely customizable and can range from simple yes/no to free-form text boxes.
FeatureKicker has a rules engine which will tracks your visitors so you are asking the right person, the right question. For example you probably don't want to ask a question like "how do i improve my sales chart" to a person who came to your site for the first time or if someone was prompted to give feedback, you don't want to ask them again for a specific period of time, etc. etc.
Full Disclosure: I am the CTO @ FeatureKicker so am a bit biased ;)