| We’re drowning in surveys. Please stop. It’s now pretty firmly established that every interaction I have with a business will result in a follow-up survey asking for my thoughts. It wouldn’t be so bad if you could just click three out of five stars and be done, but no, you’ll be sent to a landing page with a bunch more questions. I went to a theater performance last Thursday night and on Friday morning, sure enough, there in my inbox was a survey asking me about it. Seven questions about the experience plus a bunch of demographic questions. It was incentivized: two tickets to a future performance. But just because I chose to go to that performance last week doesn’t mean I am up for any random future event. But there’s more. This is jumping the shark. I have been pursued by unsolicited emails from a company wanting my business. Ignored them. So they invited me to complete a survey about what was wrong with their previous communications (I am not making this up). No wonder customer feedback is declining. Kim Davis
Editor at Large | 