How often should I survey?

Regularly. Gathering customer perceptions and feedback is an ongoing process, since customer perceptions are not static. How long are you willing to wait before hearing that your customer has a problem with your service? If you learn of a customer's difficulties, you can deal with a problematic situation while there is time to have positive results. If not, an unhappy customer may walk and talk. Without your knowing why, you may have lost a good customer and hurt future business. How often you survey will depend on the type of information you need, the number of interactions your customers have with your company, and the size of your customer base. A survey asking about a field service visit should happen soon after the service takes place; whereas a product quality survey is not so time-sensitive. Whether you need to gather information weekly, monthly, quarterly, or even yearly, it is important to ask for customer perceptions on a regular basis.