Eons ago, before they started charging for Wi-Fi, my heart belonged to Starbucks 100%. Now that they have free Wi-Fi again, I'll go but not as often.

Because Panera is my new favorite. While Starbucks was busy nickel and diming me, Panera was seducing me with their free Wi-Fi and great hospitality.

But the real reason I walked away from Starbucks wasn't because they were charging for Wi-Fi. It's because getting Wi-Fi became a hassle.

I could get two free hours if I bought a Starbucks gift card and registered online. But it was  easier to head over to Panera and just log in.

Starbucks didn't understand me at all. If they did, they would have known that their lattes and scones were just part of the attraction. And that having convenient access to Wi-Fi was equally important. Don't make the same mistake with your customers. Find out why what really motivates them to use your products and services.

Don't assume you know what your customers want. Use an online survey to find out what your customers' preferences really are.

Many email service providers offer survey tools that are easy to use, with templates that already include the right questions. These surveys can help you improve customer satisfaction, learn more about your customers or get feedback before introducing something new or changing an old favorite.

Here are a few tips to help you get the most out of your online surveys:

• To keep the survey manageable, narrow your focus to one key area at a time. This makes it easier to gather responses and act on your findings.
  

• Keep your survey short, just a few questions and no more than five minutes.
  

• Test the survey first. Have a friend or colleague take the survey before you email to your customers.
  

• Let  your customers know how long the survey should take, why you're asking the questions and what you intend to do with the information. This way they are more likely to respond to your survey.
  

To find out more about how to use online surveys, check out the Free Resources in the side bar.

In my case, Panera had me at "free Wi-Fi." But offering something for free doesn't have to be costly to you. It's more about the perceived value. Here are some ways you can use email marketing to offer your clients more value:

Offering these freebies by email is a great way to keep your current customers happy and even encourage them to refer you more often.