We're surveyed seemingly every day. Close to Election Day, we get pollsters calling us up at dinner time. It's a sport in my house to try and guess who's behind the polling. And it seems as though nearly every interaction with a service center or a telephone help line results in a follow-up survey.
Two recent experiences stuck in my mind. My car has a reputation for mechanical robustness, but until recently, the dealers who sold it had a terrible reputation. People complained about surly service managers and faults that went undiagnosed or did not get fixed. All that started to change after the automaker started emailing links to follow-up survey forms. The surveys elicited some specific information. But they also had open fields for personal comments. I made a complaint about a service charge that I thought was unjustified, and I actually received a nice credit toward the next visit. The dealer also offered more flexible hours and free Wi-Fi in the waiting lounge (I won't take credit for that). The automaker and its dealers were obviously paying attention to the data they compiled.
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