Because it is simple, efficient and cheap?
Or because you are thinking about a continuous improvement?

Today we are confronted with many types of rating systems.
If you wish to buy a book on Amazon, you share your thoughts about the books with other readers.
In e-Bay, we rate buyers and merchants. The rating is used to build up a kind of trust to enable the deal in thes cases. Because the products become increasingly similar, the customers would like to see the different experiences from others with the specific product.

For organizations, which have introduced some kind of quality system, rating or evaluation systems are very important points for the continual improvement of the business processes.
Decisions and operational improvements that you make as part of your quality system should be based on quantified data. Measurable parameters, or metrics, must be developed to allow you to quantify your progress. In many processes, we interact directly with external customers. In addition, often you will have a kind of soft factors, which are not so easy to quantify as e.g. the revenue or other well-defined parameters. Customers surveys or ratings are very good means to collect the needed information in these situations. The distribution of an online survey is cheap, and feedback and analysis are available quickly.
Using web-based surveys and e-mails, you are in more personal contact than with an anonymous paper form. Most customers are used to fill out online ratings on the web today.
With the possibilities to personalize a survey form with company-specific links and logos., an online survey can also be a very powerful opportunity to stay in contact with the customers. .

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