Investing in your team members is an investment in your business. A dedicated and motivated team leads to low turnover rates and increased feelings of pride, passion, and loyalty, lending itself to better outcomes.
Just as you invite customer feedback, you should be requesting feedback internally to gain insight into how your business is performing on the backend. Learning where you need improvements from the people that are experiencing it each day is advantageous.
When your employees are at the center of your mission, they will have a clear understanding, more than anyone else, and are in the best position to react to and measure actual performance against an ideal outcome.