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do you think customer satisfaction surveys are as useful today as they were say 10 years ago absolutely I have no idea why organizations dont do them because see what a survey does is that it asks to profound questions how are we going and what can we do better now give an example of this and its a classic example of the power of customer survey forms about 20 years ago there was a supermarket that put customer survey forms in their departments they had a fish department and in the fish department they got a comment from an 82 year old that said why dont you put your fish on ice okay now they rang her up and they were inquiring why on ice she said because its fresher when its on ice the company listens didnt get marketing consultants just listen to their customer didnt spend 20 million dollars on marketing research agency to do focus group interviews listen to an 82 year olds they decided to pilots putting rock ice so they put fish on them their sales grew by thirty two percent