How satisfied are your customers? Are they more or less pleased with your company than they were last year? How does your customer satisfaction level compare with that of your competitors? What impact does it have on your company’s profits?
How do you know?
Guesswork and hunches will not help you, what you need is hard data. You need to measure and monitor customer satisfaction – consistently and regularly. 
You need a customer satisfaction research strategy and program. The first steps in establishing a customer satisfaction program are determining when and how to complete your survey and how many customers will be invited to respond.
When to Conduct Customer Satisfaction Research
Many managers wonder how frequently they should conduct customer satisfaction surveys. The answer depends on the size of the customer base and the purpose of the research.
Companies with a sufficiently large customer base—at least 10,000— surveys can be conducted on a continuous monthly basis to address the effects of seasonality or single events. Otherwise annual surveys are recommended
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