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Not only is it a great way to get real testimonials from real customers, it's a nice thing to do. :)
When they do, just ask them if you can use their comments in your marketing materials. Usually, the answer is "yes".
One other way to get them is to provide a questionnaire about your services... ask some questions about how you can improve. Ask what they liked and what they disliked. The good thing about this approach is that it allows you to tune your services to what your customers really desire.