Don’t Use Surveys to Get Feedback

by Haris Krijestorac on April 21, 2010

Today was Faculty Evaluation Day at school. I took time out of each of my classes to rate and comment on the performance of my instructors. All my instructors assured me that they do carefully consider our feedback, and stressed the importance of it.

My question for the school and instructors: Do we really need a boring, non-interactive survey to give our feedback?

My attitude towards surveys applies towards companies as well. Asking me to fill out a survey for you is a cheap and intrusive way of getting my feedback. There are plenty of ways for companies to proactively and interactively listen. The Internet allows me to give feedback effortlessly, with no intrusion into my normal life.

If you’re looking for feedback, then prove to me you’re open for feedback. Surveys are a black box. I don’t really know how my answers are processed or what output I get from my input. One-way communication does little when it comes to making serious change. Instead, open up a conversation on how you can improve.

Companies, institutions, and organizations shouldn’t just listen – they should find the right way to do so.

This post originated on Marketing Information Systems, a blog by Haris Krijestorac.

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