Use it in your questions. Each question MUST be measured some way. Only then you will be able to quantify, compare and improve your results in the future. Based on that number you will be able to plan and evaluate your future progress. Most of us go to doctor when it hurts.
Some people go only when they suspect some serious illness.
And we all know that prevention can work miracles. The same is in business. Get wise and remember about prevention. No matter what, on the whole it is much better to find out what your customers really think.