We all have opinions, some informed, some not, but all, whether voiced or internal, are an integral part of how we see and experience the world. Most people love to give their opinion on a subject—at least, as long as it’s not too controversial. We feel contributory when we share our experience and/or knowledge with others and feel especially appreciated when others take the time to ask for our view.
At present, opinions have become less welcome. Maybe it’s because of the proliferation of false information in combination with intolerance, or maybe people are just tired, tired of too many opinions. With technology, information is just a click away. The problem is the information is not always valid, and consumers must make the effort to find legitimate sources. Some of us just don’t feel up to the task.
Business, however, leans in the complete opposite direction. Whether it’s the doctor’s office, a store (physical or online), the veterinarian, or even a visited website, the survey has become uncommonly familiar. If you enter their domain, they want to know what you think, and if you foolishly leave without action, you’re sent a text or email asking if you need help. It’s beyond attentiveness; it’s annoyance.
Historically, surveys were given to a portion of the population in target areas to assess likes and dislikes, generalizing the overall complacency with an organization or way of thinking. Now, everyone is fair game. Surveys pop up as soon as you exit.
I used to try to fill them out if I wanted to give a positive interaction of thumbs up, but it often resulted in a prolonged practice of repetitive questions. If I was asked, “Would you like to give details on your rating?” too often, I would delete the survey. Some surveys ask for too much personal information. Do you really need to know my address to assess my opinion?
For perspective, imagine receiving a mailed survey at the same rate. We would be expected to fill out a survey and mail it back to the organization every time we had an interaction. Would it be more annoying? It would definitely be more expensive for the company. Either way, it is taking up our time for insignificant feedback.
Certain exchanges deserve comment; companies do need to evaluate the effectiveness of their practices. Hospitals need to know if patients are receiving the proper care, and businesses need to know why some products are being returned, for example. Keep the surveys to those necessary situations. I believe the response rate will climb.
The result, for me, has been to mostly forgo surveys; I don’t want to encourage the overuse of a once positive tool. Although recently, a business was giving me an e-merchandise reward for a lowered price on an item I purchased but hadn’t received. The operator handled the issue of a lower price and the direct mailing of the gift to the recipient because of the back order, so I decided to fill out the survey a few days later. My reward showed up immediately after filling out the survey! Coincidence? Maybe…









