If a customer survey process is to be believable by front-line employees, there needs to be a way to appeal errors. Every survey, no matter how carefully conducted, will have mistakes. It's important that employees be able to see where their survey scores are coming from, and challenge cases where there was clearly an error in the process.
Common mistakes in customer experience surveys include:
- The customer rated a different experience than the one the survey was supposed to be about.
- The survey was filled out incorrectly--either the customer didn't understand it, or the interviewer made a mistake.
- The survey was completed by someone other than the customer.
To be fair and not compromise the integrity of the survey, there should be a clear policy about when individual surveys will be discarded or corrected. For example, if a customer gives the lowest possible survey scores but says it was a great experience in the free response, that is strong evidence that the customer misunderstood the survey questions.
The goal of this process is to make sure that everyone sees the survey as fair and believable, even if their own survey scores aren't the best. If there's no way to throw out obviously wrong surveys, the whole process will lose credibility.