We are collecting more and more data, but using less and less.
You only need data for two reasons:
- To take action based on the data
- To store for possible future reference
Every time I shop online or interact with a support service, I’m inundated with requests to review and answer surveys. Not much of this is useful. If I rate your support staff 7 out of 10, what action will you take? Do not gather these useless vanity metrics.