Customer surveys are everywhere – and most of them aren’t going to offer one ounce of insight. Instead, learn to use them properly and for the right reasons. Customer surveys are inescapable these days. They include pop ups that ask how you are enjoying using the product while you are trying to get something entirely else done. Then there are the ones that beg you to hang out in your on-line session to ‘answer a few questions about our service’. Or, my latest all-time favorite, a bank whose employees make sure to tell you when your business is complete that you’re going to get a survey about them and “anything less than a perfect 10 will be problematic for me.” Not kidding, that happened to me just this past week. Here’s the problem – most of these things aren’t worth the digital ink that’s spilled on them. So, how to do better?