May 14, 2021

The lights and shadows of satisfaction surveys | Fortune



Five stars when getting out of the taxi. A green face after buying in a store. An email after a hotel night. A call after talking to a telemarketer on the phone. Surveys to measure the level of customer satisfaction after a service are an increasingly common practice in companies. A habit that, according to Santiago García, co-founder of the Future for Work Institute human resources observatory, has become more popular with the platform economy, “Where constant evaluation is required.”

The intention of this type of tool is to optimize the quality of the service, since allow to obtain a feedback continuous about how the company is working. The partner of people advisory services de EY, Luis Gali, points out that this practice is due to the need for brands to get closer to customers, which is helping to improve sectors as a whole. “Companies want to put the consumer at the center and these mechanisms empower the user,” continues the expert.

But not everything goes. It is important that the captured data is of the best possible quality. “If evaluation becomes mechanical, in one more process of the service, such as the act of paying, it loses its value, ”explains García, while explaining that sometimes the worker directly requests that the maximum score be selected to avoid penalties.

The question to be tackled when analyzing the results of these surveys is to consider the degree to which each of those involved is responsible. “The problem is to what extent the assessment made by the customer is on the employee itself or on the service as a whole, because attention can be affected by things that are not the responsibility of the worker”, Says the spokesperson for Future for Work Institute. In fact, Gali reproaches that the growing trend is to ask about a specific service provided, but not the degree of satisfaction in general terms. In this sense, the expert acknowledges that, in the short term, surveys could be a problem for workers, especially “if the company does not provide the necessary tools or the employee does not have the skills, but in the medium term it is a good news because it improves the service and that is positive for everyone. “

To strike a good balance, the EY spokesperson recommends pairing customer satisfaction surveys with employee wellness assessments. “If there are bad responses from customers, the company must analyze the causes, measure whether it is managing its people well”, Details. Studying what the workers’ real capacity to care for others is and whether they are being provided with the appropriate means are some of the variables that must be taken into account. “There may be a problem with a specific operator, but if there are massive bad scores it is that, surely, the company is not following the correct orientation,” Gali concludes.

For the professor of Labor Law at the Pompeu Fabra University Eusebi Colàs-Neila, the main problem with these systems is the loss of humanity involving. Traditionally, the control that the tasks were carried out in the appropriate way was carried out by the company, but now “the consumer is being empowered without the consumer really having the capacity to value all the work,” he continues. Further, there are biases, such as the gender, race or age of the person performing the service, which can influence the evaluations, says the teacher.

Colàs-Neila also warns of the risk to the health of the employees that this type of method can entail, since it supposes an added pressure when carrying out their tasks. In any case, summarizes the expert, these systems must be introduced by consensus among the workers’ representatives and the company itself.

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