Pizza is one of my favorite things and being a recent college graduate it is a tough habit to kick.  But recently I had an incident where a delivery guy asked me to give him all “5s” on a customer service survey and this worries me.

I placed the order online and a short while later the delivery person arrived.  I answer the door and normal polite small talk commenced while I filled out the receipt.  As he handed me back my nifty yellow copy he said that if I had a good experience I should go online and fill out their survey.  Standard enough, I thought, I’ve done that before and they did do a good job, so I wouldn’t mind filling out their survey. But then he said, right before he turned and walked back to his car, “You have to give us all fives.”  I remember not thinking much about the statement until I was back on the couch enjoying my piping hot, marinara-drenched slice of meaty, cheesy deliciousness when it finally struck me as odd. Not just odd but slightly unethical.

I decided to look into it a bit and found an interesting trend.  A lot of these companies do give their employees awards or incentives for good customer service scores but only if they achieve scores of “5” or “strongly agree” in most cases.  In order to achieve these scores to get the incentives employees or managers are bribing or begging customers for the highest scores possible.

Examples from consumerist.com:

http://consumerist.com/2013/04/23/pizza-hut-tapes-note-to-box-begging-for-perfect-survey-scores/

http://consumerist.com/2013/04/23/ex-borders-manager-heres-why-only-perfect-scores-matter-on-customer-service-surveys/

Seems okay, right? Wrong!

We recommend that our clients not do what these companies are doing.  It skews the results and you don’t get an accurate picture of your customer service weaknesses.  Perfection is a wonderful idea and I’m sure you have heard the saying, “nobody’s perfect.”  The same is true in business, you cannot be perfect.   The concept of these surveys is to locate your weaknesses and strengths and improve in areas that need it.  Embracing or acknowledging flaws and making strives to change with your customers’ input is what will help improve your business.

Getting a high customer service rating is great but doing it in a questionable manner doesn’t really help.  When a real customer service issue arises you will be left wondering how, with such amazing customer service, did this happen?

Comment and tell me what you think about this recent trend in customer service.

Max Daniel
Business Development Manager

Categorized:

Latest from our blog:


Trusted by B2B businesses

We work with manufacturers, service companies and value-added resellers to understand the customer's view at every part of the chain.