You go on vacation, you have a great time, but then they come—the surveys. 

Would you recommend us? On a scale of 1 to 48.6, how were the pillows, the bed, the room, the Wi-Fi, and the door handles? 

Geez, how long is this thing? I don’t even remember the door handles. 

Then there’s the “How often do you stay with us?” question. That’s the one where, if you don’t stay very often, they just throw your survey away because you’re not very valuable. 

Ugh, surveys. So many of them have too many questions, and so many of those questions are about ridiculous minutiae. They may provide a lot of data, but to what end? You spend a good 35 minutes on a survey they said would take 2 minutes, and does anything actually happen? 

For me, the perfect survey would go like this:

1. If you had to do this again, would you do it with us? Yes. No. Maybe.
2. What are we doing right?
3. What are we doing wrong?
4. What would make this experience perfect for you?

There. Done. 

The business learns whether they are doing a good, bad, or average job and what they should keep doing, stop doing, and improve. What else do they need to know? 

You may scoff at my simplicity, but the way I see it, it’s much better to have something elementary that gets acted on than something fancy that ends up as a pretty dashboard but little else.

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