Generally, the best way to get someone's opinion is simply to ask for it. Surveying customers has been a longtime business strategy, but now customer service and employee surveys have moved online. Online survey software has lessened much of the energy spent on surveys by putting all the tools in one place. Online surveys are not without challenges, however. Companies don't always have their clients' e-mail addresses, and even when they do, their requests for information are sometimes mistaken for spam. More importantly, experts warn that the most significant consideration when creating an online survey is content.