Why do companies and organizations use online surveying and polling software? Because it opens up a line of communication between the organization and its target audience of consumers, clients or membership. That is the most important benefit to online surveying. But it is certainly not the only one.Repeat BusinessCustomers or clients who respond to online polls or surveys show an increased interest in the researching organization or its products and services. That increased interest can turn directly into more business, helping any organization's bottom line. But first, the organization has to show its online survey respondents that their concerns or praise are being noticed and that changes are being implemented. That means, take the online polling or survey results seriously. Respondents take the time to give businesses and organizations valuable research. They should be, at the least, rewarded with the understanding that their opinions are being heard and that they matter to the business, no matter how large or small.If an online respondent has a concern about customer service, or a complaint, have a manager or operator reply personally, and encourage the customer with the knowledge that they are being heard and that action is being taken to remedy the situation they were dissatisfied with. Just because a survey is filled out online, that does not mean it shouldn't carry a personal touch.Once a customer or client believes he or she has been heard and has seen actions taken to better the business or organization, you will notice your consumer base rising. Word of mouth is a popular tool, Showing you care about your respondents will help you in very positive ways.Immediate Results - Do Not IgnoreOnce a business owner, operator or researcher has collected results from an online poll or survey, it is important to implement a plan to effectively use that information. In other words, don't let your polls become victim of the "out of sight or out of mind" mentality. For example, a major restaurant chain attaches a sticker to every receipt, asking customers to fill out a quick online poll for a chance at winning $1,000. Not only do they collect the information, but they print out the poll results for a particular restaurant every week and post them for their servers to monitor. Not only does this give the managers and franchise owners a good idea of how their serving staff and cooking staff are meeting their customers' needs, but it gives the servers immediate reinforcement for what they are doing well and where they can improve.Family AtmosphereAnother benefit to using online polls and surveys to communicate with your consumer base: It makes respondents feel as if they have a stake in the business or organization, especially if they see a concern addressed in an online poll actively corrected in the field. Customers and clients will feel they have a home at the business or organization, that their concerns are heard and that they have helped the business become better.