Customers today have endless choices about where, when, and how to shop or buy. It stands to reason that you'd want to keep your hard-won customers satisfied and coming back to purchase from you.

Acquiring new customers is hard. Keeping those customers is less hard—but only if you listen to them about their needs and wants and preferences.

Which is why customer satisfaction surveys are so important—whether you're running a mom-and-pop shop or an international corporation.

What can you ask about in surveys?

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image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via

Twitter: @habesh