What if people understand the rating scale differently?

There have been some questions about the rating scale and how people (especially in different countries) understand it. Usually it has been helpful to look at this from, for example, the following viewpoints:

  1. The rating should be given based on the “feeling” of the entire service experience. The numbers as such are not so important, but more of the focus should be put on understanding the causes of different scores, reasons and open feedback. This can be achieved by looking at the data by drilling down to the results in different ways, and also the Happiness / Lost time trend over time.

  2. Country benchmark helps to understand how the results differ from one country to another. Italy (and also the Netherlands) catch the eye on the country benchmark list, because average Happiness is significantly lower than in many other countries . This can – and should – be taken into account when analyzing the results.