Is There Value in Surveying Your Customers Online?

For the companies using them, these surveys seem great. They provide them with diagnostic data at virtually zero cost.

However, there's now considerable scientific evidence to show that such surveys aren't capable of providing reliable data. Their value needs to be considered in terms of the impact they have on the customer experience (usually, but not always, negative) and an organization's decision making (which if it embraces the data as fact is corrupted).