I am a member of several hotel frequent traveler programs, and all of them seem to have launched a new strategy of annoying their most important customers by bombarding them with surveys. Lately, every time I stay in a hotel (which is pretty often), a few days later I start getting email asking for my "valuable" input. I can delete the email without taking the survey, but some of the chains just keep sending you "reminders" that you have not yet filled out the survey. At that point, it is spam and nothing more than spam.
It is a perfect example of technology run amok. Just because you CAN email all your customers and just because you CAN quickly and easily create long and tedious online surveys does not mean you should. This is the tyranny of the corporate marketing department, filled with people trying to justify what they do by collecting more and more data (which gives them something to analyze and then write long reports about). But at some point, the whole exercise becomes counterproductive if you annoy your most frequent customers. Technology should be modulated with a little common sense.