Last Saturday, I filled in an online customer service survey. I was feeling generous with my time. But I almost didn’t make it past the first page!
The survey company made it way too hard to begin. They should have had a single field to fill in, rather than all five. The amount of time and hassle definitely made my experience a bad one.
Then when I answered the questions, there were about twice as many as I was willing to fill out. The only reason I completed the survey was my desire to give a great review for the very friendly and helpful sales clerk. (I love to gives positive reviews when they are valid.)
The simple moral of the story is that when you are creating a customer survey, be as brief as possible. Focus only on the most important information you need.