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CONTENTS 03 — OVERVIEW 04 — SPAM SURVEYS ARE EVERYWHERE 04 — RESPONSE RATES ARE PLUMMETING 05 — SPAM SURVEYS ANNOY CUSTOMERS 06 — SPAM SURVEYS DON’T PROVIDE THE ANSWERS COMPANIES NEED 07 — SPAM SURVEYS ARE DAMAGED GOODS. NOW WHAT? 08 — THE NEW RULES OF CUSTOMER INTELLIGENCE ILLUSTRATION BY JOHN W. TOMAC 10 — THE LAST WORD 10 — ABOUT THE AUTHOR #NoSpamSurveys visioncritical.com 2 of 12
OVERVIEW or a century, companies have relied on surveys to help them better understand their customers. But the world has changed and the traditional survey, despite some cosmetic improvements, has lost its usefulness. Surveys are a blunt instrument in a world that demands nuance. Spam surveys feel more like an interrogation than a genuine request for feedback—an inconsiderate interruption to your day. They are one-way conversations, strictly about the results the survey company wants to acquire, not the interests of the customer. Some countries, recognizing how the barrage of marketing and market research surveys annoy their constituents, have banned robocalls and spam texts—blocking survey distribution. This backlash was a long time coming. Today’s customers, empowered by technology, are eager to communicate with the brands they care about, and want that feedback to be on their terms. They expect their opinions, experiences and feedback will be used to drive improvements, product innovation and ultimately better experiences. More than ever, customers demand a different kind of relationship with companies; they’re no longer content to be treated like faceless data points and they want to know what’s in it for them. They want to know why they matter. The era of the traditional survey is over. To survive and thrive, businesses need new tactics and techniques that yield more intimate, more granular and more human insight. SPAM SURVEYS They appear out of nowhere, uninvited and, most often, unwelcome. They are impersonal and generic, not connected to the data or experiences of the individual customer. They are often overly long, not respecting the time and effort required of the customer. visioncritical.com 3 of 12
Page 1: Why empowered customers aren’t an
Page 5 and 6: A public backlash has prompted gove
Page 7 and 8: A single Facebook post or YouTube v
Page 9 and 10: THE NEW RULES OF CUSTOMER INTELLIGE
Page 11 and 12: END NOTES 1. http://www.nytimes. co

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