"One week last autumn, I hit my customer feedback limit. I had seen my doctor and done some online shopping. Then I went on a vacation to Europe that involved three airlines and three hotel stays. At every turn, I was bombarded with dozens of requests for feedback, often multiple times from the same company, for two or more aspects of the same interaction."
"Last month, Qualtrics, a software company that helps organizations collect feedback, said the total number of customer and employee interactions processed on its platform has doubled since 2023, and that it now captures and analyzes more than 3.5 billion conversations and interactions annually. That includes surveys, but also call center conversations, chat logs, survey responses, social media posts, and product reviews."
An individual encountered excessive and repetitive feedback requests across medical, retail, travel, and hospitality interactions. Feedback prompts ranged from emailed surveys to terminal cleanliness buttons and multiple requests for different aspects of the same experience. Qualtrics reports its platform has doubled processed interactions since 2023 and now captures and analyzes over 3.5 billion conversations and interactions annually across many channels. IBIS World projects U.S. firms will spend $36.4 billion this year on market research, a growing expense. Executives warn that survey fatigue is real and that repetitive emailed requests increasingly feel like spam, with limited effectiveness.
Read at Fortune
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