4. Our advice

4.1 Preferably conduct a nominative survey rather than an anonymous one

It's important to carry out a nominative survey so that you can make the most of the results obtained. You will be able to contact customers who have evaluated certain questions negatively, or who have made negative comments. This information is a real asset when it comes to implementing the PDCA principle of continuous improvement in your quality management system [FIC 0558] , as you will be able to qualify your customers' "grievances". The problems you address in your action plans will be well-founded, insofar as they are based on validated facts.