The Inventor of Customer Satisfaction Surveys Is Sick of Them, Too

From Bloomberg (hat tip: Dr. Butts):

Fourteen years ago, an executive at Bain & Co had a suggestion — create a short consumer survey to test brand loyalty. The idea took off, so much so that the executive, Fred Reichheld, has watched it morph into a Frankenstein: the endless loop of “brief” satisfaction surveys following a dental appointment, car rental or salad at a corner restaurant.

Not only are the requests inescapable, but employees increasingly pressure, even bribe, customers to offer only the highest marks, raising real questions about the results.

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