Retaining customers is crucial to the success of a business. Surveys are a tool to measure customer satisfaction, along with gaining insight on getting them to return in the future. The ideal survey is one that not only helps retain the customer, but also leaves the respondent willing to take the survey again in the future. Having the same customer respond to surveys can really help business owners track how and if their improvements or changes have helped or hurt customer retention. Follow these five tips to get customers to take your surveys again and again.Offer an incentive.Many companies offer their customers an incentive for responding to a survey. Some companies choose to offer every individual an incentive for completing a survey, such as a $2 coupon. Others have drawings and offer a large prize to those who are selected. Both work, though the individual reward will typically yield a greater amount of responses.Make it interesting.If your survey is fun, funny and interesting, customers are much more likely to complete the survey again in the future. Use bright colors and light humor so they enjoy their experience.Be honest.Never try to trick your customers into a survey by promising things that are not true, such as the length of the survey. If you have a survey that will take 20 minutes to fill out, be sure to tell your customers this directly. Never underestimate how long it will take, otherwise they are probably going to be upset and will be unwilling to ever fill out another survey for your company.Change the survey.Instead of offering the same survey over and over, create a new one every few months. Not only will this keep the experience more interesting for the customer, but it will also gain you much more information and data on your customers. Have one survey concentrate on overall customer satisfaction, while another may focus on your inventory. Change it up, and make sure they know that a new survey is available.Implement changes according to survey responses.If you have a large amount of customers tell you that they are unhappy with an aspect of your business, such as your store layout, change it! People want to know that their opinion matters, and it should matter to you. Once you make the changes, send an email to those who participated in the survey, explaining the changes the company has made and thank them for their influence on these changes. Invite them back as customers and then ask them to fill out a new survey, gauging their responses to the changes.