Inmost businesses, customer surveys have become an important toolsince it helps in understanding what the preferences of customersare for instance, through surveys, a business can be capable ofunderstanding different issues such as what services or productsthat customers associate with and how they take these services orproducts. Through customer providing feedbacks, a business is capableof planning its future plans and correcting mistakes that may beavailable in the business (Fowler,2013). Therefore, surveys act as a vital tool in business. However, abusiness must be in a position to utilize surveys from customers inorder to benefit from them. A business may collect surveys, but notutilize them in enhancing its services to customers. In such a case,the surveys may not be helpful. Businesses that have used surveyshave succeeded in one way or another. However, not all businesseshave attained the much anticipated success. This is because some ofthese businesses have not yet understood or known how to conduct asuccessful survey. In this assignment, I will argue that theinvolvement of businesses in surveys is critical since the surveysare exceedingly beneficial to businesses. Besides, I will argue thatsurveys may not benefit a business as required, but will provideelements to consider in order to have a successful survey.

Accordingto Fowler(2013), most successful business managers and owners find it easy tokeep customers’ costs less by maintaining the ones that they haverather than attracting new ones. In case some practices keepcustomers away, a business can repeatedly spend time and resources inan attempt to recruit customers. Since business managers and ownersknow that weaknesses in the delivery or production of commoditiesmake customers to be distressed, they make use of surveys incollecting feedbacks from customers that help in enhancing customersatisfaction. Studies have shown that satisfied customers usuallypurchase products more often and usually develop loyalty for acertain brand. These customers spread the word through recommendingservices and products to family and friends. Therefore, surveys areusually exceedingly vital to businesses the following paragraphswill discuss the benefits of surveys to businesses.

Importanceof Surveys

Helpsin Determining Tastes and Needs

Obtainingcustomer surveys are paramount in determining customers’ tastes andneeds especially when a business is introducing a new service orproduct. According to Grigoroudis&amp Siskos(2010), Businesses can conduct in-person research, focus groups orphone surveys in determining product features, styles or flavors thatcustomers want. Surveys usually help businesses in establishing whatis valuable to customers. Without conducting customer surveys, it canbe exceedingly difficult to meet customer needs because a businesscannot meet the customer needs through guess work. Customers usuallyhave diverse needs, which imply that a company must conduct a surveyin order to get a clear view of what customers desire.


Ina survey environment, it is possible to learn about the keymotivating factors to survey respondents and what emerges asimportant to the respondents. A business may have the need ofuncovering potential questions that it has concerning a certain issuerelated to its operations. In uncovering such a problem, a businessmay carry out a survey that tends to focus on the issue that thecompany desires to know. Through such surveys, a business is capableof understanding the source of the problem and taking the necessarysteps towards managing the problem. For instance, a business mayconduct a survey when it realizes that customers keep on avoiding itsbusiness. In such a scenario, customers can provide different answersand opinions concerning the business, which the business can utilizein solving the problem that is identified by customers. Thus, surveysare critical when a business wants to uncover solutions to a givenproblem.

MakeCustomers Feel Special

Accordingto Gordon(2008), surveys are crucial since they help customers feel special tothe business. Once a business carries out a survey, it does so inorder to enhance its services or products to its customers. Whencustomers are invited to provide their opinions concerning a certainissue in a business, they feel special since the business tends toengage them in its operations. Surveys make customers feel specialbecause they know that the opinions that they provide to themanagement can be utilized in serving them better.

MeasureQuality of Services or Products

Abusiness may want to know the quality of services or products that itoffers to its customers. In such a case, the business may conduct asurvey that can help in understanding the quality of its services orproducts. In most cases, businesses lack systems that can aid intracking the failure rates in a product. However, through surveys, abusiness can be in a position to determine the quality of itsservices or products since customers provide feedbacks that tend torate the service or products offered by a business.

BuildingCustomer Relation

Conductingsurveys help in building strong relationships amid the business andcustomers. It does not matter how long a business may contact itscustomers, but once it keeps in touch with customers it strengthensthe tie between the business and customers. When a business keeps intouch through surveys, it shows its concern to the customers. Thismakes customers feel appreciated and keep their relationship with thebusiness. Because of conducting constant surveys, customers arelikely to identify with the business that engages them in itsoperations. Therefore, constant surveys help in building strongrelationship between the business and customers.

Helpsin Finding Missing Services or Products

Abusiness may be interested in finding out what services it can offerto its customers apart from the ones it offers. Apart from services,a business may have the desire of increasing the product range thatit offers to customers. Studies have indicated that through involvingcustomers, businesses have been capable of coming up with servicesand products that customers identify with (Rea &amp Parker, 2005).Through conducting surveys, businesses have been capable of obtainingservices and products that identify with customers’ needs. Thus,surveys aid a business in finding missing services and products thatgo along with the desires of customers.

Obtaininga Feel for Future Business

Sometimes,businesses desire to obtain a feel for the future by obtainingfeedbacks from customers. Take, for instance, a business may conducta survey from its customers in order to find out the satisfaction ofcustomers, which is critical for future success of the business.Therefore, it is through surveys that a business can get a feel forits future operations.

Althoughsurveys are critical to business because of the above mentionedbenefits, any business willing to reap these benefits must take theinitiative of utilizing the surveys. However, utilizing surveys doesnot automatically guarantee a business success. A business must havewell organized surveys and utilize the information it obtains fromcustomers. It is through such an action that surveys can bebeneficial to a business. An appropriate survey should have thefollowing elements

  1. It should have the right questions. Prior to conducting a survey, any business should ensure that it has a knowledge concerning the questions to ask customers. Every question that is incorporated in a survey should have a strong purpose. Besides, the survey should have a limited number of questions the inclusion of many questions may make respondents avoid the survey.

  2. The survey should have a personal touch and the branding of the business. In order to have a successful survey, it is critical to send surveys to the appropriate individuals and add a personal touch. This helps in building trust amid the business and respondents, which makes it easy for respondents to fill out the surveys. It is exceedingly difficult for a respondent to fill out a survey, which does not address him or her by name (Hill et al, 2007). This implies that personalization is significant when conducting a survey.

  3. Should be capable of tracking and trending satisfaction. This is critical since it can help in making or breaking the efforts of measuring and enhancing customer satisfaction. There is no need of having surveys that do not have the capacity of tracking and trending satisfaction.


Surveysare exceedingly significant to businesses as they help in determiningthe satisfaction level of consumers, which is a critical aspect indetermining the future success of a business. The problem that isusually there with most businesses concerns how to carry out asuccessful survey. Conducting a survey is not the only action that iscrucial to a business, but analysis of the survey is also veryimportant as it helps in determining whether the business will becapable of attaining success in the future. For instance, consider afirm that engages its customers in a survey that targets on knowingwhat commodities customers may need in the future. Such a survey isvital as it helps the firm in planning for its future undertakings(Leon, 2003). Therefore, it is critical for businesses to engage insurveys and track the satisfaction that the survey indicates.Businesses should not hesitate conducting surveys due to the vastbenefits that accrue from the action (Hayes, 2008). Some of thebenefits that result from businesses conducting surveys includeobtaining a feel for future business, helps in finding missingservices and products, helps in strengthening the customer bond, andaids in the measuring of quality of services and products. There arecertain elements that businesses conducting surveys should take intoconsideration these elements ensure that the surveys conducted aresuccessful. One of the elements entails ensuring that the businessconducting the surveys has the right questions that will appear onthe survey. The number of questions should be limited and shouldserve a strong purpose. Another element is that the survey shouldhave the capacity of tracking and trending satisfaction. On the otherhand, the survey should have a personal touch and the branding of thebusiness.


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