It is not uncommon for leadership to view customer surveying as a way to harvest (and focus) on ‘good’ feedback and, sadly, sweep negative feedback under the rug. I think a lot of times there is the temptation to ask too many questions as a form of rigging the results, i.e. “if they don’t say good things about us on one subject, ask a bunch of questions that will likely produce positive feedback.”

Although it is obvious, I think its important to remind management constantly that the purpose of the survey should be to gain honest feedback which through a closed mechanism result in product/service improvements.

Saad