What is the Periodic surveys?

periodic surveys: periodic surveys can track customer satisfaction

directly and also ask

additional question to likelihood or willingness to recommend the company and brand to others. None of these situations can be identified specifically from your financial statements. And, depending on how efficient your sales team is at replacing the lost revenue, it may not even show up there.

Lost business - in the form of lost revenue, lost customers or lost opportunities - costs you money. And big money at that.