|A Survey||A Suggestion Box|
|Uses a random scientific sampling process to select who participates||Most anyone who wants to can participate|
|Designed to eliminate as many systematic biases as possible||Used mainly by people with a complaint|
|Questions are carefully designed to yield data about specific issues||Too general to systematically measure specific problems|
|A reasonably large fraction of selected participants complete the survey||Very few people bother|
|Yields data which is reliable, actionable, and credible||Yields data which is unreliable, not practical, and unconvincing|
|Used by a company for both strategic and tactical decision making||Largely ignored|
Part of the challenge in measuring the quality of customer service today is that there are so many suggestion boxes pretending to be surveys.