Customer service is at the heart of any successful business. How your customers perceive their visit to your establishment, be it online or in-store, can have a direct result on the business's earning potential. And any business owner will tell you that word of mouth advertising is priceless. Communicating with your customers through an online survey also proves your business cares about their experience, and making it just as good - or better - the next time they visit.Easy to DoAn online poll is quite simple to set up, and there are many free online polling softwares available at sites like surveymonkey.com and surveytool.com. Once a poll is set up, follow the instructions on how to link it to your site or embed it onto your business's site. Thanks to modern technology, online surveys are even more convenient for your customers than handing them a piece of paper at the end of their visit. Customers can access online surveys from their mobile phones, laptops, tablets or home computers.Immediate ResultsBecause online surveying is so easy to set up and so easy to fill out, you will see results almost immediately. This gives you the opportunity to promptly make necessary changes in how your business relates to its customers Loyalty MattersAn online survey can be especially helpful for a business with many repeat customers. Not only are repeat customers more likely to respond to a survey, but they are also more likely to respond accurately and promptly. Simple questions such as "Have you recommended our business to anyone else in the past six months," or "Will you recommend our business to someone in the future," can give a business owner a clear view of their loyal customer base. An online survey may even remind a loyal customer that they should be touting your business to friends and family.Why ask Why?'Quick yes' or no' questions are usually preferable for an online survey, but do not be afraid to give customers the option to explain their opinions of your business. Asking Why' can open a business owner's eyes, letting them see the business from the customer's point of view. The Good, the Bad, and the UglyThe greatest benefit an online survey can bring to customer service is knowledge. Polls can tell a business owner what his business is doing right, what it is doing wrong and what it really needs to improve on. Online surveys are not just for finding a business's weaknesses. They are also for finding a business's strengths. Ask what your customer liked in particular about their experience. Finding something to praise is just as important as making changes to problematic areas.Spotting TrendAn online survey can also help a business owner spot trends in customer service. If you have made a new hire, and your survey results have been mostly negative, you can see what areas your new employee may need to work on. Surveys can also help business owners spot trends in customer volume and labor and resource costs.