Customer satisfaction surveys are everywhere – after dental appointments, haircuts, and IT calls. Businesses use these brief questionnaires to gather feedback and make changes. However, recent research from Iowa State University shows that customer service perceptions may not match actual service.

Across three studies, the researchers found that underrepresented racial/ethnic groups rated lower-quality service less harshly than white customers.

“Our research shows that perhaps we need to move beyond assumptions and not just rely on a five-point customer satisfaction survey to help address discrimination,” they explain.

Different expectations

Employees and customers both have preconceived notions about each other, influenced by their backgrounds and society’s treatment of their ethnic/racial group. Customers with past negative service experiences may have lower service expectations and rate current interactions as acceptable.

These varying expectations make it harder to detect unequal treatment through customer satisfaction surveys, particularly in areas such as financial services.

“When you’re in line at a grocery store, you can see how other people are being treated and compare it to your treatment. You also have the ability to compare your experience with previous interactions at grocery stores,” the researchers explain. “That’s much harder if you’re applying for a loan or buying a car for the first time.”

Long-lasting effects can result from unequal service, even if customers don’t perceive discrimination. This includes becoming desensitized to poor treatment, missing out on business loans, or facing greater obstacles to obtaining a mortgage.

To improve service, the researchers recommend training employees with “behavioral scripts” and conducting performance evaluations using video/audio recordings of customer interactions. A third party can then assess tone, facial expressions, and other nonverbal cues for improvement opportunities, and use recordings for training on microaggressions.