Customers are the most important part of any successful business–they keep the business in business, after all–so listening to what your customers have to say about your company, service, or product is a major part of growing that business.

One of the best ways to get feedback from your customers is through surveys. But why? Your product or service must be good if people are buying it, right? So why invest time and effort into conducting surveys?

Keeps Them Connected

Surveys keep customers engaged with whatever the product or service might be and makes them feel like they are a part of a service that they, hopefully, love.

Opinions: everyone has one, and they love to share them. Expressing their point of view will increase how engrossed they are, waiting to see if your business is going to address their concerns and make changes. Doing so will keep them around.

Customer Loyalty

Customers appreciate when a business listens to their feedback and implements it accordingly. It lets them know that they are being heard and that their opinions matter.

If the customer is satisfied, they will continue to purchase your product or service, and it can spread the word that your business means business, which will, in turn, bring in more consumers that want a product, service, or company worth their time.

Valuable Feedback

People may be purchasing your product or service, but by reviewing what they have to say you may find that significant improvements could be made. Taking feedback could help sales by making changes to an existing product, resulting in happier customers.

There are several ways to get surveys out to the public for this feedback, such as social media platforms, emails, or in-store, possible. Research America conducts surveys over the phone for market research because it yields better results when speaking to a real person.

Updates Your Information

It’s a good rule of thumb to give out surveys at least once a year, this way your company can see how well it’s been doing in the eyes of their customers. Did they like the changes you made the year before regarding topics like price changes, customer service, or product redesigns? It’s also useful for seeing how your marketing demographics have changed. Are the people using your product last year the same age, gender, or social class as those the previous year? Why or why not?

Surveys are an easy way to take notes on how customers view what you have to offer them, what you can do to make a difference if any change is needed, and how opinions have changed over time.

They are an essential tool in maintaining a thriving business and should be conducted annually to keep information up-to-date.