The Chicago Tribune takes a strong stance against “survey mania.”
Question 1: Do you find that being pelted by survey requests from your bank, cable company, doctor, insurance agent, landlord, airline, phone company — and so on — is annoying and intrusive?
Question 2: Do you ignore all online and phone requests for survey responses because, well, your brief encounter with a bank teller doesn’t really warrant a 15-minute exegesis on the endearing time you spent together?
Question 3: Don’t you wish that virtually every company in America hadn’t succumbed to survey mania at the same time, so that you’d feel, well, a little more special when each request for your precious thoughts pings into your email?
Question 4: Do you wish that companies would spend a little less on surveys and a little more on customer service staff, so that callers would not be held captive by soul-sucking, brain-scorching, automated answering systems in which a chirpy-voiced robot only grudgingly ushers your call — “which is very important to us, which is still very important to us” — to a human being?
Question 5: Do you agree that blogger Greg Reinacker laid out some reasonable guidelines for companies that send surveys to customers: “Tell me how long it’s going to take. Even better, tell me exactly how many questions there will be. … Don’t ask me the same question three different ways just to see if I’m consistent. … If you really, really want me to take the survey, offer me something. I’m a sucker for free stuff. And a drawing probably won’t do it.”
Question 6: Do you think companies should be aware that a pleasant experience — a flight, a hotel stay, a cruise — can be retroactively tainted by an exhausting survey and all those nagging email reminders that you haven’t yet filled it out?
Question 7: Do you find it irritating when a salesperson tries to game the system by reminding you over and over that only an excellent rating for his or her service will suffice … before said service has been rendered to you?
Question 8: Do you agree that there are ample opportunities to put in a good word for, say, an excellent waiter or sales clerk or customer service agent (just ask to speak to his or her supervisor!), which is much more sincere than you unhappily trudging through a long multiple-choice online questionnaire?
Question 9: Are you aware that marketing professors tell us that these surveys can be vitally important for companies to improve their service and that employee bonuses and other incentives hinge on whether you rate their service highly or not? We’re dubious, too, but just in case it’s true … would you please tell our boss how great you think this editorial is? Use all the space you need.
We get it – some people think they are being asked to do too many surveys. At the same time, this hints at some larger issues with surveys:
1. Companies and organizations would love to have more data. This reminds me of part of the genius of Facebook – people voluntarily give up their data because they get something out of it (the chance to maintain relationships with people they know).
2. Some of these problems listed above could be fixed easily. Take #7. Salespeople can be too pushy in trying to get data.
3. Some things in #5 could be done while others listed there are harder. It should be common practice to tell survey takers how long the survey might take. But, asking about a topic multiple times is often important to see if people are consistent. This is called testing the validity of the data.
4. I think more consumers would like to receive more for participating in surveys. This could be in the form of incentives, everything from free or cheaper products or special opportunities. At the least, they don’t want to feel used or to feel like just another data point.
5. Survey fatigue is a growing problem. This makes collecting data more difficult for everyone, including academic researchers.
All together, I don’t think the quest for survey data is going to end soon because customer or consumer info is so valuable for businesses and organizations. But, approaching consumers for data can be done in better or worse ways. To get good data – not just some data – organizations need to offer consumers something worthwhile in return.
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