Jeff Jarvis in his article Love the Customers who Hate You makes the point that customers who hate your company are in fact offering you a great opportunity for you to improve your customer service and along with it your business strategy.

A similar philosophy can be adopted when carrying out your customer satisfaction surveys. While they can often provide a great opportunity to find out what your customers love about your business and they can be great confidence boost the real value in your survey findings can be in the messages that customers send about what can be improved about your business.

You don’t need to be Dell to to implement a system for customers to get involved when a simple online customer satisfaction survey can do the business.