Now, more than ever, it seems the world wants to know what customers are thinking. Maybe this increased interest in customer perspective is a result of limited human interaction in our COVID-dominated world? Maybe the trendy topic of customer experience is finally being taken seriously? (Hey, a girl can hope!) Regardless of the reason, a recent spike in conversations regarding surveying customers has me wondering. Why, in our world of big data and digital transformation, is this antiquated method of data collection still the “be all, end all” for the voice of the customer.