A taste of your own medicine is just what one may need at times. I say this with respect to the experience your clients go through with your services or products. Use your services, call your IT Service Desk (aka. Help Desk) and use your products in your daily life as that will clearly show you what your customers are experiencing.
Go to the process yourself or get someone else to do it for you and report back, but either way you need to do it to get a better understanding of what is taking place as you can’t only rely on one side of the story or on annual surveys.