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.