Customer feedback surveys are subject to halo effects so you must be careful when interpreting the results. A good result in a specific attribute does not necessarily mean that you are performing well.
Halo effects have long been known and appreciated by psychologists. Per Wikipedia:
“The halo effect is a cognitive bias whereby the perception of one trait (i.e. a characteristic of a person or object) is influenced by the perception of another trait (or several traits) of that person or object. An example would be judging a good-looking person as more intelligent.”
This effect is important to those of us attempting to understand how well we are delivering to customer needs because a good score in one area, say overall brand image, can artificially lift scores in other areas of service delivery. [Read more…]