Rather than thinking you know what your customers want from your products or services, actually ask them! Customers will feel free to be honest and open with their comments if you take the time to create a basic feedback form packed with questions that they can immediately answer. This way you'll get accurate information that will help you improve your product or service. Examples of good feedback forms include questionnaires and surveys. Questionnaires are used when you want to learn more about a large group of people simultaneously (such as all of your customers). Surveys are sent out to a selected group of people to find out their opinions about something new or existing. You can use both techniques in combination - for example, you could conduct one large questionnaire to obtain overall feelings about your company's products or services, then send out several smaller surveys to get specific details about people's experiences. Feedback forms are easy to make. Just like any other type of business document, they can be printed off on paper and distributed either in person or by email. They don't need to be fancy - a simple spreadsheet style format with questions separated by columns is enough. People will feel comfortable giving you honest answers if you display yourself as being interested in what they have to say and if there's no expectation that you should act on their comments.