ABSTRACT
A customer services director was accused of cheating by his fellow directors. He had directed his managers to get customers to rate the firm’s service one out of ten and visit any customer who rated the service less than eight to find out what it would take to rate it a perfect ten. The board took the view that anyone could improve their service ratings that way. In their view, customer research had to be done professionally; doing as he did was not cricket [i.e., a little shady, not quite honorable]. The director would tell his managers about the other directors’ view and say to them: ‘I want you to cheat!’
