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Trends in customer surveys can cause 'feedback fatigue'




Customer satisfaction survey.
Customer satisfaction survey.
Flickr/Henri Bergius

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Since December was a blitz of consumer activity, January is a bombardment of customer feedback surveys from retailers and service providers, such as Amazon, Uber, airliners, hotels, even brick-and-mortar retailers.

On a scale of 1-10, how often are you being asked to rate your customer satisfaction? How many stars would you give to companies that reach out to hear from you? What motivates you to respond to customer feedback surveys? How are companies using the abundance of data? Is it overkill or good for business?

Guests:

Lars Perner, assistant professor of clinical marketing at USC's Marshall School of Business; his website is ConsumerPsychologist.com