Do not conduct useless surveys

Last month I participated in a survey which, with hindsight, I would describe as "useless."

The survey had about five questions which, unfortunately, I cannot access because the system has flagged me as one who has already undertaken the survey.

Off memory, though, the survey comprised rating scale questions asking:

1. How would you rate our service?
2. How likely are you to recommend our service to someone else?
3. How satisfied are you with the options available for accessing our services?

After the ratings page, I was directed to the next page where I was asked: What do you like about our service? After that, all that was before me was a submit button, marking the end of the survey.

This survey left me wondering what it was going to achieve for the organisation that conducted it?

Of what use is a survey that asks people what they like about your service without asking what they don't like?

If an organisation keen on staying relevant should ever check its customers’ pulse, finding out the clients’ pain points is imperative because taking customers’ pain points away is what customers pay for.?

Whatever customers liked about your organisation's products/services is its past. Addressing [potential] customers' present pain points is your organisation's present and future.

Make your surveys count.