Just creating a survey for customers, clients or membership is not enough. You have to know how to use the survey correctly - and its tools. Most survey creation providers provide a basic set of survey tools with their free or low-cost software. These include, but are not limited to, pie charts, graphs and survey customization. But these aren't the only tools available with survey software or with creation services.CustomizationAlmost every survey provider you find will feature different customization options. Most will provide several alternative question creations, including multiple choice, rankings and text-box answer options. These customizations should be used to help your survey stand out instead of looking like every other survey out there. Image or Video AdditionsIt is important when surveying online to keep potential respondents interested in your survey, especially if it is an extensive survey or one that may involve a relatively bland product or service. Add in images, video or even games to liven the atmosphere of the survey, keeping respondents on the page and filling out the form. Skip LogicSkip logic is not offered with every survey creation service, but a quick look at the product information should tell you whether or not the survey creation software you are planning on purchasing includes it. Skip logic is a service that personalizes a survey depending on responses. For example: If a customer is asked a question, how they respond determines where the line of questioning goes from there. Skip logic is important to researchers analyzing long-term survey information or larger surveys, as it gives more specific data from respondents to work with and analyze. Trend SpottingAnother great tool for long-term surveys is trend spotting. Most survey providers at least offer a basic service for this, using graphs and pie charts to analyze the progress of a survey and how the responses differ as the product, menu or even the weather changes. Email InvitationsAs long as your organization has permission from the customer, client or membership, the ability to email surveys or reminders is invaluable. For example: every time you launch a new product or service, you can email your customer base and let them know that the product or service exists and send them to a poll or survey to answer questions and/or get them excited about the new product or service. Email invitations should not be sent out blind, however - that is, without permission. Real-time Updates and ReportsBecause your surveying and polling will be done online, it opens you up to the possibility of immediate data analysis. This is important in fast-moving industries like restaurants and electronics. New products and services are available all the time, and real-time availability to survey data helps an organization decide their next move or option, as they can find out customer needs and expectations.