How to RIG your service RESULTS

On your next visit to Office Depot, notice if the clerk draws a circle on your receipt. There’s an invitation to participate in an online customer survey at the bottom of the tape. I'm always handed one and notice that the clerks often say, "If you received good service today, we'd like you to participate in a brief online survey."

But what if I received BAD service today? I no longer have much faith in customer surveys because business people have learned how to "rig the system."

My Lexus dealer's service department actually hands me a sheet instructing me in how to fill out the survey that I will receive from the Lexus corporate office. They tell me that I should check off "very satisfied" boxes in a very dramatic way: The printed piece they hand me includes big red checkmarks next to each of those boxes, indicating that that's how I'm supposed to fill out the form.

In your business, if customer feedback is important, it's crucial that you hear the bad news. In fact, disgruntled customers who are either slightly dissatisfied or majorly annoyed with the way you do business are far more valuable assets than those who will simply tell you you've done a good job.

Be absolutely certain that your customer feedback system can't be rigged by personnel out in the field. Also, be sure that it encourages customers to report their negative experiences and suggest ways you may improve.