Devoted to customer service and the principles of exceptional customer services

It's important to know what you're customers are thinking.  What better way to do this than to conduct surveys or questionnaires either on the website or at the place of business.  Granted many people ignore these questionnaires (I often do), but those that really care and are loyal to your business will take the time to let you know what you can do to improve the services or products.  Moreover, by offering feedback forms tells your customer that you care about what they're thinking. 

There's an article related to this topic written by Richard E. Zimmerman, Linda Steinmann and Vince Schueler called "Designing Customer Surveys That Work" that provides a step-by-step guide to creating a customer survey.