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

  • As companies ask customers for more input, they get far less
  • Some pressure and bribe for perfect scores that mean little

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. 

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