As we stated when we looked at maximising response rates, the way you inform customers about the survey has a very important role to play. As well as increasing the response rate it should also improve the quality of response by raising the perceived value of the exercise in customers' minds. Carrying out a customer survey also provides an opportunity to enhance the image of your organisation by demonstrating its customer focus, and your introduction to the survey (typically in the form of an introductory letter) will play an important role here. Conversely, carrying out a customer survey in an amateurish or thoughtless way could damage your reputation. Let's consider for a moment why this is so important.