Executives and small business owners alike, would like to know; “what inspires and motivates consumers to purchase a particular product or service?” Some might say this is a million dollar question; with a far more affordable answer. Customer satisfaction, and the positive emotions consumers experience when using or purchasing a product; motivates consumers to repeat their purchase. As well, customer satisfaction inspires conversation within the community; that promotes additional consumer traffic, and revenues. Understanding a customer satisfaction will help businesses define new market opportunities, drive innovation, improve performance; and increase profits. Customer satisfaction plays an important role in an organization’s ability to generate revenues; and as such, customer service should be a fundamental part of any company’s “valued customer” approach. Most notably, there’s an large body of current research, which shows that customer satisfaction and loyalty; are major contributors to a company’s long-term profitability. Companies are now realizing that efforts must be concentrated on “how” to interact with customers, through personal and inspiring communications. The subtle differences in customer satisfaction and a company’s customer service; will provide the competitive advantage. It has been said that the cost of customer acquisition, is far greater than the cost of customer retention. In an effort to identify with consumers, Executives and small businesses are utilizing a web survey; to determine what areas need improvement. This form of exploratory market/customer research, should be considered an essential; and continuous part of a company’s growth and self-improvement. The data collected from an effective customer satisfaction survey, will provide the foundation for problem-solving, solution generation; and project management. An online survey software solution, encourages administrators/researchers to create a unique web survey or modify an existing customer survey template; to suit their marketing or customer service campaign. The questions and responses included in a customer satisfaction survey, can be used to target specific customer concerns; and focus on consumer generated solutions. It is also incredibly important for companies to respond to the web survey feedback, in such a way that the consumer is satisfied that their concerns have been appropriately addressed.