I had one of those circle-of-hell phone calls with AT&T last week. I worked with 3 separate individuals, 2 of whom were great and one who put me on hold for 30 full minutes.

A few days later, I received an automated satisfaction survey via telephone. The survey assumed that I had only worked with one AT&T employee. There was therefore no way to qualify whose service I was reviewing. As a customer, this was extremely frustrating. I wanted to let them know about the horrible service I had received, but I in no way wanted either of the great people I interacted with to get dinged. Here’s a couple tips for companies trying to measure customer service satisfaction with surveys.

While taking the survey, I was hoping against hope that I would be offered some sort of opportunity to interact with a human at the end of the survey but no such luck.

Learning 1: If, as a company, you take the time and spend the money to have an automated survey, spend a few more dollars to ensure that there is a human option.

Learning 2: In retrospect, I am sorry I answered the survey at all. If the survey is broke, don’t take it.