A Customer Satisfaction Survey can improve your service even before you analyze the survey data and make any necessary service improvements. This can occur as:

1. Employees become aware of what your service expectations are by reviewing the survey and,

2. They improve their service to your customers because they are aware they are being measured.

This won't necessarily happen automatically. The key is communication. Employees must be told of the importance of keeping the customer satisfied, what will keep them satisfied, and how you intend to reward them for satisfying customers.

It is important to inform employees about the survey in a non-threatening manner - a way that makes the employees want to embrace the survey process. How? Think praise, pride and incentives.