Sending feedback surveys to customers helps your organization thrive, says a new study–even if customers aren’t actually completing them. Really!

Research conducted by Rice University Professor Dr. Paul Dholakia and Dr. Vicki Morwitz and published in the Harvard Business Review found that the act of just asking for customer feedback–in and of itself–is enough to help keep customers satisfied and coming back for more.

Read the full story at SurveyMonkey.