Jason S Bradshaw says you need just two surveys to improve your business. Ask customers three things: did we get it right, what could we do better, and were we easy to do business with. Ask employees one: what would make your job easier.
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You need two surveys, and I would argue both of those surveys only need three questions. The first survey is to your customers, and one of the questions you need to ask is, did we get it right? The other question you need to ask is, what could we do better? And then the third question is, were we easy to do business with? Now, I'm not suggesting you use those exact words, but they're the three things that I would suggest that you need to understand. If you know the answers to those three questions, you will have more than enough data to direct your energies to be best in class. Now, the second survey that you need is for your employees. What could we do to make your job easier?