Best Buy has a Customer Survey at the bottom of every reciept that offers "a chance for a $5000 shopping spree". Honestly most people won't take the survey for a chance at something. Most other companies offer something of true value (Food places offer free small food items or a small discount, some stores offer a $$ discount on next purchase.)
I would suggest offer RZ points for a completed survey instead of the "chance" at a shopping spree. It would build value towards your brand (My Best Buy) and give customers something they can actually use. Obviously you can prevent abuse by limiting the amount of surveys per day/week/month that award points due to the requirement of having be attached to a My Best Buy account.
It doesn't have to be a lot, 20-50 points may be good enough per survey. Most companies are putting value in these surveys so this benefit would drive awareness as well.
At this time we will not be moving ahead with this idea. The closest thing we do is give My Best Buy points to customers that post approved product reviews on BestBuy.com.