Some businesses make a point of talking to their customers about their service on the spot, while it's fresh in the customer's mind. This is a good practice to follow, as over time people's perceptions change.
Several years ago, I flew from Chicago to London. I had travelled with British Airways from Australia and I was halfway through my trip. While waiting in line to check my bags through, I was approached by a customer service representative who asked me if I would mind answering a few questions about how I found dealing with British Airways. As I was standing in a queue and not going anywhere for a few minutes, I was more than willing to assist. I explained that my experiences with the airline had been very good, with only a few minor hiccups that we all expect from time to time with any international travel, such as delayed departures.
The man interviewing me was very polite, and he asked me some excellent questions which showed that the company was looking at all levels of service. I was most impressed, and after arriving home I received a thank you letter with a complimentary upgrade certificate that I could use the next time I flew with British Airways. This experience reinforced for me the value of asking customers on the spot about their experiences.
When asking customers about their degree of satisfaction with a product or service, always remember that they may be in a hurry, so explain who you are, what you would like and how long it will take. I also think that, where possible, it's a nice gesture to give them something to thank them for their time. It doesn't have to be much, just a small token of your appreciation.
Our company recently conducted a major market research campaign at a busy international airport. We had to survey 1,000 departing tourists about their experiences and their degree of satisfaction with a particular destination. Most people were more than happy to discuss the good and bad things about their holiday; most importantly, it was fresh in their minds. To thank them, we gave everyone a high-quality postcard which they could fill in and post from the airport.
I sometimes visit a cafe that is close to my home, because the coffee is good and it's on the water, so the view is nice. The service is shocking, though - the staff just can't get it right. I would love that owner to come up to me one day and ask me what I think. I know that the business could increase its sales by at least 30% with some simple operational and customer service changes and I would gladly tell them how to go about it, but I don't think they are interested.
Take the time to ask your customers their thoughts on your business, right there on the spot.