I have always been enamored with surveys. I find the entire process fascinating—how the questions are crafted and even presented. And when I finally get the survey results, I could spend hours going over them.
It has always been my view that to be a great vendor you need to understand your customers. Surveys, when done properly, are the eyes to the soul of your customers and your employees, and even your family (should they someday give you a survey’s chance in heck).
I have overseen dealer and distributor engagement surveys. I ran, “How did you like the meeting?” surveys. I ran surveys on products, programs and promotions. There were times I may have even considered running surveys on the surveys themselves.