What is the future of customer surveys in our brave new world of customer experience?

What is the future of customer surveys in our brave new world of customer experience?  As more companies thirst for customer feedback, the number of surveys has escalated. But there is a limit to customers’ willingness to complete surveys. I know, as a customer myself, that I am growing weary of completing the long, almost narcissistic surveys. 15 to 30 minutes, really???

As completion rates get more difficult to maintain, companies will become more efficient with the questions they ask, target questions at specific customers in specific situations, and stop relying as much on multiple-choice questions. Tidbit: When the Tempkin Group asked large companies with Voice of the Customer programs about the changing importance of eight listening posts, multiple choice survey questions were at the bottom of the list.