Final answer:
Companies survey existing customers to gather information about their preferences and demographics, and to measure satisfaction for business improvement.
Step-by-step explanation:
Companies survey their existing customers for several crucial reasons, two of which stand out for their importance in maintaining and advancing the business's goals. Firstly, surveys are used for gathering information about the customer base which helps in understanding their preferences, behaviors, and demographics. As exemplified by an electronics chain store that conducted surveys to learn about their customers' ages, this information is critical for tailoring marketing strategies and improving product offerings.
Secondly, customer surveys serve as a tool for measuring satisfaction and identifying areas of improvement. By soliciting feedback from customers, companies can pinpoint issues, make necessary adjustments, and improve the overall customer experience. These surveys can range from a simple question on frequency of store visits before making a major purchase, to more complex inquiries about brand preferences, as seen in the testing of a new laundry detergent.