VCS version numbers make pretty lousy software release version numbers. I've been down that route, and they just don't track nicely. In CVS, it's compounded by the fact that each file has its own version number, based on the number of updates made to it.
I used have a "build version # bump" task in my Ant build files. Maven can do a complete release control action, including bumping the version number in the POM. It handles both snapshot (development release) versioning and production versioning.
Customer surveys are for companies who didn't pay proper attention to begin with.