Is There Value in Surveying Your Customers Online?

There you are, minding your own business, buying something online, when a pop-up appears asking if you'd like to take part in a survey about your experience. There might have been a time when being asked for your opinion was in some measure gratifying, but for the most part, checking boxes on a form isn't a rewarding experience. It feels uselessly indirect if you have a specific grievance and pointlessly congratulatory if you’ve just purchased something.