The purpose of surveys
The topic of purpose is not always an esoteric discussion about life and the universe.
Purpose applies equally to business tactics such as something as simple as a customer survey.
What's the purpose of customer surveys?
If you think it's to measure customer service you may want to re-consider.
Surveys measure what the customer thinks they thought.
Those thoughts can be wrong, and more importantly, they don't measure what makes you money.
Being unclear about the most basic business processes just leads to a world of problems.
Don’t just be clear about you overall business, but also the individual processes within the business.