Google Forms is great for surveying customers/participants!

Many employees in our organization use Google Forms for events. We ask people who will be RSVPing to events to enter information such as what department/organization they belong to in order to keep track of where our attendees are coming from. We are also able to track food preferences for events we are catering. We also use Google Forms when we host workshops to keep track of attendees and get answers to content questions prior to the workshop in order to tailor the material. For example, if I am presenting a professional development workshop for graduate students about how to facilitate effective classroom discussions, I can ask them in advance to share issues that have come up for them in class when they have tried to facilitate discussions (such as having quiet students who seem anxious to participate in discussion) and I can use that data to create case studies that will be valuable to participants during the workshop.