3. Conduct Customer Surveys By Snail Mail, Not Email

Marco mails all its customer satisfaction surveys and provides each client with a self-addressed stamped envelope to enclose the response. Warrey said this has yielded a response rate of 83 percent. 

But when Marco briefly attempted to conduct the surveys via email, the response rate plummeted to 5 percent.

“People are not going to fill out an email survey,” Warrey said.

Marco conducts two surveys of its customers: one immediately after the installation, and another a year later. The second survey allows the company to determine that its salespeople weren’t promptly following up with customers after they procured a copier since the copier lease period lasts five years.