Who should participate in the survey?
It's hard to answer – everything starts with defining a clear purpose.
Before conducting a customer relationship survey, it is important to define the purpose of the survey and which customers you want to include.
If the purpose is to "just" get an overall picture of the customer experience, you can send it out to a large customer group.
If you plan to contact all or some of the customers after the survey is completed, it may be wise to limit the selection.
While many organisations send survesy to their entire customer base, using random sampling is recommended for when making selections.
Another thing to consider is how you want to break down the results based on different background variables (e.g., size, revenue, geography, etc.). For each background variable you want to analyze, you need a larger customer base to ensure that the results are representative.