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We did a patient satisfaction survey recently but before that we gave out a questionnaire to find out what mattered to the patients.
If you know your customers well then maybe just asking them what they would like to see on your satisfaction survey would be ok, if not then just a short questionnaire about them.
It all has to be customer focussed - it is the same as the difference between features and benefits of any product. Yout goal is to find out how well you are benefiting the customer.
Good luck
