During the last month I have received five requests to participate surveys from companies that I use regularly; two airlines, two hotels and newspaper publisher. Actually, this is pretty typical situation, something that happens maybe 15-20 times every year. And most of the time I do answer those surveys too. Why? Honestly, I don’t know. Maybe I just expect my response is having some role in the product development process and I would be able to join better service products in the future.

But as it has been more than hectic in my life recently, I found myself thinking about my participation in these surveys. Why should I do it? Or should I do it? Who cares about my opinions? There might be someone because I keep receiving those surveys, right?

Okay, let me be a difficult person now. I take one of my “home-airlines” as an example. Since 1996 I have been flying on SAS and on Star Alliance airlines for hundreds and hundreds of flights around the world, enjoying my high customer loyalty status and kept myself pretty loyal to the Alliance. And brought tons of money to the airlines as well, I believe. Now they wanted me to answer their survey – once again, I can say - about one flight I had two weeks ago, and as a loyal customer I just finalized that survey. But why I need to give my opinion for free? Where are some free mileage points, or some chocolate from SAS, maybe? I see my own time and my opinions valuable for the airline too; obviously that’s why they keep asking those, right?

Second example; every time I stay at Starwood hotels - another company that I have been very loyal for years - I get a survey afterwards. I give my response but they don’t give me anything; that’s kind of bizarre, isn’t? I think loyalty should work to both sides; if SPG wants to hear my feeling about the hotel, their staff, effectiveness and friendliness of the check-in or check-out operations, SPG should give me one free stay a year, I think. Or 500 points. Or something.

I don’t need the mileage points for anything so that’s not the point here. But the point is the attitude the companies should have; if you want to hear the opinions of your loyal customers, why don’t you compensate it somehow? Maybe that would tell that you do appreciate your loyal customers more than just send them annoying emails asking to fill in a survey? And if you didn’t, they will remind you.

The third example is just very opposite; I received a pre-warning of a coming survey from Wall Street Journal. Received the survey, in old fashion print format, and with a five euro note with it. Pure, genuine, strong European currency. It’s only five euros but it’s cash, and I shall buy a cup of double espresso with it. Great! And sorry WSJ people, due to my heavy travelling the survey will arrive late.

Dear companies; if you keep sending those surveys to your loyal customers, please also think about the time we are willing to spend with those, all voluntarily. And please make some compensation; I believe we deserved it. It’s not about the money; it’s about the attitude.

Cheers for WSJ!