Recently, I attended an office meeting at which it was explained that those we serve would soon be asked to complete a survey regarding their overall experience. The higher we score on the survey, the better. In the meeting, we learned that the survey is composed of approximately twenty statements. Respondents are asked to make those statements most true by checking one of four boxes:
Always. Usually. Sometimes. Never.
It’s not uncommon for companies to survey their clients. That wasn’t the surprise. What surprised me was that we receive a score ONLY when respondents check ALWAYS. Should respondents check any of the other boxes in terms of our performance (Usually, Sometimes, or Never) we get no score at all. No matter how good the service, how thoughtful the intent, how clear the instructions, or positive the experience, if the respondent doesn’t check the box labeled ALWAYS – it’s as if we did nothing at all.