Stop collecting data you never use

It seems every purchase, visit, or interaction with companies these days results in a survey.

Why do I need to fill out an NPS survey for your support bot?

I can understand companies wanting to get a better understanding of customers but I have to wonder how many are actually reading the surveys or looking at the results. I'd be surprised if it's more than 10%.

If Shopify stores were data-starved it would be understandable. Retail decades ago had very little data to go on so many things were tough to be data-driven on.

For Shopify stores, there's already a huge amount of behavior data that's collected automatically. All without having to prompt a customer for it

(Everything Repeat Customer Insights analyzes comes form this automatic behavior).

This data is higher-quality than most self-reported data and it's already being collected as part of operations.

Before you reach for asking customers for more data, check that you don't have the answers already in your existing data.

Eric Davis

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Topics: Customer analysis Data

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