There has been a lot of talk recently about how it’s no longer enough to satisfy customers. We’re told that we need to “delight” them. If you are running an online survey to assess customer satisfaction you may well be looking to know how to delight your customers. But be careful – you might be better off first finding out whether you’ve irritated them, whether you’ve let them down, whether you’ve ignored them. Providing a smooth, hassle-free interaction in a responsive manner may be all they’re looking for from you. And if you mess up on any of those you risk them telling others. So yes – reach for the stars – but do so from a firm foundation! Make sure your survey design doesn’t neglect the basics!