But I don't work for a company, namely Canon, I'm a customer and I work for myself

so I don't give a crap on how companies do what they do.
I'm on the other side of the fence, and I'm critic and defend my interests

and the more I appreciate a company (and I use Canon since 1999 without interruptions, so believe me that I REALLY appreciate them), the more critic I am. I don't critic companies I've no interest in or business with.
If I wasn't appreciating Canon, I'll be already using something else, instead of complaining, don't you think?
Happy customers are the loyal one? Well, that's why they should be interested in turning unhappy people into happy ones.
I didn't study CRM, but I worked corporate as sales manager for 9 years in a biomedical equipments manufacturing company; our customers were private and public hospitals and clinics, pharma companies, Ministry of Health, and our products were blood banks, ultra low temperature freezer (the infamous -80°C freezer were you store the Pfeizer vaccine, we were one of the only two Italian companies manufacturing that kind of stuff), robotized deep freezer -180°C for sample storage, plasma shock freezers, robotized blood bank.
All top notch and premium money stuff, not your std household refrigerator.
So, a kind of especially demanding customers, and pretty much critical products, as a failure of a blood bank would lead to the loss of a very precious resource needed also for emergency, and a -80 or -180 freezer failure leading to sample loss can ruin invaluable research works done in the last 10 or 15 years, the work of a lifetime for a research fellow; and believe me, our focus was not on the happy customers, but on unhappy ones.