ABSTRACT
Carrying out a customer survey provides an opportunity to enhance the image of supplier's organisation by demonstrating its customer focus, and their introduction to the survey play an important role. In reality, a customer satisfaction survey is different. If asked to pause and consider whether it is important that suppliers meet their requirements, provide good service and make them satisfied, most customers would think it a good idea. Introducing the survey is an extremely valuable part of the exercise, and should be seen as a distinct step in the survey process. The three main aspects of introducing the survey and is concerned with who to tell, what to tell them and how to tell them. There are three things suppliers need to tell customers: Why they are doing it, how they are going to do it and the feedback they provide afterwards.
