The End of the Survey

ByChuck McDanal

It crept up on us slowly, over time. The survey. Just a minute. Just a few questions. A bit of our time. Now they are the lifeblood of customer-experience metrics. Watch how many you get in a week, and it will probably surprise you. They come at the end of many web site visits, service phone calls, even retail shopping. I went to get a piece of art for this post and literally got a survey request. I mean, how often have you been on a call to your cell phone provider, or insurance company, or anything really, and heard something like: “would you participate in a brief survey when this call is complete?” Or you are checking out at a store, maybe a big-box place of some sort, and the cashier circles something on the receipt and asks you to take a survey. Or you get a follow up email from just about anyone you buy something from online asking for a quick survey. They are everywhere and all the time. I believe we are at a tipping point. We have survey exhaustion. We’re just not going to do them. The end of a trend in analytics is coming and I don’t know what comes next.

Chuck McDanal is the owner of StudioC and has more than 25 years of experience in a range of roles, from managing an IT department to working as an editor; from directing a large operation to leading an internet startup and creating a 501(c)(3) nonprofit from the ground up. He has extensive experience in process improvement, data analytics, coaching, mentoring, facilitation, strategic planning, managing and leading. Chuck also is a Certified Analytics Professional, an RRCA-certified running coach, has a certificate from the Wharton School in Business Analytics, is a Six Sigma Black Belt, and is a professional coffee roaster. He has served on multiple community boards and organizations, which currently includes the Lakeland Symphony Orchestra and Lakeland Vision. He is a graduate of Leadership Lakeland and Leadership Polk, and was Chair-elect of Leadership Lakeland Class 36 and Chair of Class 37. Chuck was named 2020 Businessman of the Year by the Lakeland Chamber of Commerce. He recently published a book called “Human Training,” which is available on Amazon and through other resellers.

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