




The salesperson informed us that we would be receiving an invitation to complete a satisfaction survey in the next few days. Fair enough. After all, if 10 minutes of our time could lead to a better experience for future customers, why not?

Unfortunately, things didn’t stop there. The salesperson then strongly encouraged us to ‘answer 10’ on all 1 to 10 satisfaction questions. He explained that his end-of-year bonus is tied to the final score he receives on customer satisfaction surveys. Anything below a 10 meant no bonus for him.

He went as far as offering us two options:

  1. To not fill out the survey at all, if we were planning on giving him anything less than a 10.
  2. Graciously offering to fill out the survey himself, if we were planning on giving him a 10 anyways.

I learned valuable lessons that day as a market researcher:

  1. How employees are encouraging participation in customer satisfaction surveys should be closely monitored.
  2. Employee compensation should not be solely tied to customer satisfaction surveys.
  3. Independent third-parties should be used to conduct follow-up interviews. This person to person approach would serve to validate the quality of the data being collected.
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