Rationale
Customers ultimately have the final say about your product or service. They either stay with you or they move on to the competition. Knowing what they think helps you determine whether you need to make improvements to your communications or improvements to your product. By acting on what you learn from your customers, you deepen relationships and gain a competitive advantage.

Implementation
Surveys exist as printed materials, such as warranty cards, and can be periodically sent electronically to customers as a way to monitor their ongoing satisfaction with their purchase and your brand. Surveys can also be integrated into your established CRM communications - from product guides and updates to newsletters and bulletins.