I think that there are not entrepreneurs who will not like to know what their customers think about them. However, that thinking in most of the cases is their own secret that will be shared with persons with which they want to share. If those customer’s secrets are negative, that secret can spread like a virus between their friends, then their friends of friends, and so on.
There will be always some customer’s secrets that they will try to keep for themselves. Your job as an entrepreneur is always to try to find ways how to get those customer’s secrets and use them in your everyday improvement activities.