[Viewpoint] Think Twice Before You Delete

Every so often you may receive an online survey in your e-mail box with a subject line that reads "PCT magazine needs your help!" Similarly, you may periodically receive a PCT survey via fax or in the mail.

If you’re like me, upon receiving such a survey you will immediately look for the delete icon on your computer screen or crumple up the survey and aim for the trash can as if you were Larry Bird shooting a free throw. This is certainly an understandable reaction. With the glut of junk mail and spam e-mails in our everyday lives, the last thing most of us want showing up on our computer screens and in our mailboxes is a solicitation.

But surveys can be important. I recently received a survey from my automobile dealer inquiring about the service I received on my car. Usually I throw these types of surveys away, but this time I just stuck it on the corner of my desk. A couple of weeks later, after not having received the survey back, the dealer followed up with a phone call. For whatever reason — perhaps I was impressed with the dealer’s persistence — I decided to fill out the survey. It was a generally favorable review although I did complain about the hours the garage was open. Will my comments on the survey make any difference? Probably not, but if another 20 or 30 people fill out the survey with similar comments, I bet it would result in a change.

The same is true with the surveys you receive from PCT. We are constantly trying to improve PCT magazine, PCT Online, and the PCT Conference Division and to assist our advertisers in securing market data. In order for us to do so, we need to hear from you. It may not seem that, taken individually, your responses to survey questions (and other comments) are important, but collectively results from PCT surveys are a major factor in determining the editorial direction of the magazine. Many of the stories that appear on the pages of PCT magazine and on PCT Online are a direct result of overwhelming responses to survey questions as well as forward-thinking comments we read from the surveys.

Here’s another way PCT’s surveys can benefit you. Next month, PCT will publish its annual State of the Industry report. In addition to the numerous PCO interviews, charts and data help paint a clear picture of current and future trends in the industry in this report. Many PCOs will take these stories, data and charts into consideration when making strategic business decisions in the coming year(s). Where does PCT gather this data? You guessed it, from the many surveys we collect throughout the year.

There are other ways you can make your voice heard. Seek out PCT staff members at the various events we attend throughout the year. We can usually be found at the PCT booth, circulating the trade floor or attending an educational session. PCT also welcomes comments on its message board, letters to the editor and e-mails. We look forward to hearing from you!

The author is Internet editor for PCT magazine.