Spot on with this article!!  It really is fake caring and indeed a scale used to measure and compensate employees. 

I was always of the opinion that a 10 out of 10 on a survey meant absolutely outstanding service.  Then I got a part time job at one of the major banks.  Our compensation is directly tied to how clients rate us on "likely to refer (friends or family)."  Even if I get a 10 for my particular interaction with a client, it means nothing...only a 10 on LTR is meaningful. Even if clients give me all 10s personally, if they don't give 10s to the bank itself, it means no raise for me.  Now I give "10"s on every survey I fill out, unless the experience was very bad.  I keep any problems about the organization out of the survey and make complaints independently.  It is seldom the person waiting on you who makes policy for that organization so a survey is not the place to air a grievance.  That is what makes it so fake, the organizations don't care to hear about any real problems.