Are Customer Satisfaction Reports Biased?
A few years ago I worked for a National Recruitment Agency. The company was evaluated amongst other criteria on the level of Customer Satisfaction recorded each year. Various questions were asked but the key one was: “How satisfied have you felt with our service?” Totally Unsatisfied Sometimes Satisfied Normally Satisfied More than often Satisfied Always Satisfied The target was 85% of customers at least “More than Satisfied” There is nothing inherintly wrong with asking yor customers these sorts of questions. In the case of this agency they hired a research company as a 3rd party to contact candidates. However… The research agency required a list of customers and their contact details. The list was provided missing customers of ‘certain criteria’, whom may have been considered ‘higher risk’ or less likely to offer honest, accurate or ‘desired’ results. Most critically customers surveyed did not provide honest answers anyway. They felt obliged during a ‘formal’ engagement (like a cal
