How to Avoid Customer Feedback Fraud

Don’t let employees bias customer feedback results. Or worse, don’t let high-score-seeking employees bully customers into giving them inflated scores.

If you allow employees to invite customers to take customer satisfaction feedback surveys, make sure they aren’t saying things like, “The highest score is a 10. I hope I earned a 10!” You have probably experienced this yourself, perhaps at an auto dealership or retail chain. Upon completion of your transaction, the clerk give you the feedback survey instructions (perhaps advising of a phone call you will receive, or giving you a URL to use), and then says something like, “I’m hoping you rate me as “extremely helpful.”

Obviously, such behavior not only taints the data, it can also make customers uncomfortable.

So how can you determine if your customer feedback system is being abused? Here are three easy options:

  • Simple analysis. For example, if you are in retail you may be able to run the statistics on individual sales people or customer service reps to see if their scores appear artificially high or simply too consistent.
  • Get outside help.  Deploy some mystery shoppers on a discovery mission. What do they experience?
  • Ask. In the feedback survey itself, ask respondents if anyone told them how to respond or suggested a desirable feedback score.

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  1. Max Israel
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