Summary
Many organizations manipulate customer feedback survey scores — often without realizing it. This damages the brand, generates unusable feedback, wastes resources, impairs decision-making, and harms employee experience. Manipulative practices often stem from misconceptions about CX management that fuel an unhealthy fixation on scores. Organizations should stop managing survey scores; instead, they should manage employee behaviors, focus on financial outcomes, generate actionable insights, improve experiences, adopt appropriate benchmarking, and foster customer obsession.
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