Have you heard of black magic roses? Our designers love them, but our customers hate them. As soon as they get delivered I get phone calls complaining that the roses look dead. Worse yet, customers complete the survey and I lose points because they feel our roses were old. If you ask a designer, they say that you just need to “educate the customer," but I disagree. It's not up to me to talk a customer into liking a flower – that’s not marketing, it's manipulation. If my customers like what I offer, I love it! That's all that matters, and the ONLY way I will ever know is SURVEYS.