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