Collect only actionable data

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.

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