I just got an e-mail survey from Starwood Hotels, who wanted to know, in excruciating detail, about my experience at the Annapolis Sheraton two weeks ago.
The survey had over 60 questions. Sixty! I skipped most of them. The only feedback I wanted to give was that the A/C was out in the entire building except for the guest rooms and that the elevator almost stalled out on the way up to my floor. You know, big important items.
Instead, this survey asked 10-point likert scale questions on every possible facet of the room and hotel. They may as well have asked about the coat hangers too. This survey probably has a response rate of less than 1 percent and would generate data only from their guests who are willing to invest an hour filling it out. These people are probably not their desired customers.
Paging Fred Reichheld…