My mobile phone pinged me awake in the wee small hours one night this week. I have been working in New Zealand, and the paranoid parent in me forces me to keep my phone switched on during the night while I’m away from home . . . just in case.

I had an early start scheduled and as I fumbled for the phone in the dark, confused and still mostly asleep, I briefly thought it must be the alarm function I had carefully set before closing my eyes for 5.30am.

In fact I had been awoken by an automated text from my phone company. “Based on your experience of using our network, how likely are you to recommend us to a friend/colleague?” it wondered. “Text…