The End of the Survey


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.

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