Why do companies conduct Customer feedback surveys? For companies, it is valuable to collect customer survey information in order to help shape their product. Airlines and service companies like Alaska Airlines want to make their product as user friendly as possible – this is the way they attract more customers – especially in the airline industry, reputation matters. Companies collect demographic data and feedback like how you enjoyed your experience and what you disliked. Complaints are an important information point for retailers to collect as this gives useful insight into the way a product can be improved. It's a simple method to find out what you like, dislike, and where there may be room for improvement. Remember that satisfied customers become repeat, loyal customers who are more inclined to repurchase and share their experience with others.