What’s Wrong with Asking for a “Highly Satisified” Rating?

Virtually all businesses today are concerned about how the public perceives them. They recognize – and rightfully so, in my opinion – that customers who have a positive experience, who receive great service, or receive quality, tasty foods are more likely to be repeat customers. They also know that customers who have a poor experience are just as unlikely to return. Thus, measuring the customer experience by asking the customer to complete a survey of their experience is an important means for getting information on how well the company is doing in meeting the customers’ needs and expectations. I’m not sure all managers understand the value of the survey and the need for accurate feedback.