The only way to get the most accurate pulse of your business is by listening to your customers. Surveys are a perfect way to find out how they’re feeling, and an outstanding way to identify areas for improvement. Many people won’t offer feedback unless you ask, and those are often the customers with the most beneficial feedback.
Next time you stay at a Ritz, rent a car from Hertz, or dine in any reasonable establishment, rest assured if they have your email address, they run surveys. It's the ONLY way to keep up with their clients in a changing industry.