Survey Fatigue - It's Real
There's just one problem - surveys no longer work as a reliable proxy measure of customer loyalty. Their overuse and misuse have decreased the value of the information they produce. Incentives offered to entice customers to take surveys have only introduced noise in the data. For a sample to be valid, it must randomly represent a cross-section of the population (all customers). If it does not, the inaccurate metrics can inflate the true measure of satisfaction.