"Stop bombarding consumers with irrelevant surveys"
The most important question to ask your customers in surveys is whether they would recommend your store or company to their friends. Other questions can just as easily be crossed out. That's what Quicksearch CEO Ulrica Björnhag writes in a debate post.
Most of us would probably think it would be incredibly rude if someone asked a question but then didn't take the time to listen to the answer. But the fact is that this is how many companies treat their customers. Consumers are bombarded daily with thousands of questions without anyone either reading or using the answers. The purpose of the surveys seems to be the companies' need to confirm their ego rather than a desire to improve something.
The retail trade and the research industry live dangerously when you drown consumers in unnecessary questions at the same time as competition intensifies as customers become more discerning and make ever higher demands. Today, consumers have no desire to answer long surveys, and especially not ones that contain unnecessary questions that lead nowhere.
Read the full article here.
