14. Survey Says: Engage Your Advocates as Partners at Every Opportunity

One of the oldest forms of engaging customers is through a traditional survey. Conducting a survey is simple enough: Ask questions, record answers, analyze the responses, and report the results. Every day, we conduct surveys without thinking when we ask our family and friends, “How are you doing? How are you feeling today? What’s on your mind?”

Who came up with the first survey? No one is really sure, but we know that ancient Roman emperors polled their citizens in the form of census surveys, and this practice has continued for thousands of years. During the Middle Ages, respondents were typically local authorities such as the clergy who reported on the numbers and the occupations ...

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