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Common survey practices to stop

While surveys will always be a method for gathering valuable feedback, there are several survey practices that are no longer advantageous:

  • Overdependence on surveys must stop. A “survey-first” mentality is harming our ability to create actionable insights.

  • Bloated and repetitive relationship surveys must stop. Long relationship surveys are great for establishing a baseline but do not need to be constantly repeated.

  • Asking questions to which we already know (or should know) the answer must stop. This only makes surveys longer and makes customers wonder, “Do they really know me?”

  • Asking the customer about things they don’t care about must stop. Too often every customer receives the same question set, regardless of their individual and unique experiences with the company.

  • Asking questions that will not prompt action must stop. If your company is not going to take action then don’t ask about it.

  • Seeking a census. Except in very specific instances, we do not need to send survey invites to every customer.

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Walker Weekly

Walker is a consulting firm specializing in customer experience. Helping businesses for more than 75 years, Walker’s diverse team of consultants provides tailored, comprehensive solutions to help companies achieve their business objectives and grow shareholder value. Walker specializes in customer retention and growth, using predictive analytics and other innovative approaches. Walker works with some of the world’s most influential businesses as well as emerging organizations of all sizes. For more information, please visit

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