Americans are obsessed with performance measures and evaluation. Giving and receiving feedback is a vital component of today’s competitive, meritocratic America. It is, of course, also essential in a services-oriented economy. The quality of an experience with a company, at a restaurant, or in a shop is critical to the success of that enterprise. All hope for a positive, affirming experience—especially one that is then commended to others.
In some countries, concern about the quality of an experience or engagement is nonexistent. In others, like Japan, excellence is assumed. In the United States, concern about performance is persistent.
A simple verbal exchange with a cashier at a shop often results in the person, for example, mentioning their name, circling a website or phone number printed at the bottom of the receipt, and requesting that one connects with that site or calls the number to volunteer information about one’s experience that day. This person would also note that a discount or some other kind of financial incentive would be made available if one did this.
Interaction with cashiers or others in retail that result in this patterned behaviour can make one cynical. People here are hyper aware of being perceived as friendly, even though it is obvious when interaction is disingenuous “sales speak”. I always cringe at the rhetorical, pro forma “Did you find everything you were looking for today?” or “Do you need help out to your car?”
When we moved to Washington nearly three years ago, acquiring a car was an early necessity. A visit to a dealership that carried the car in which we were interested turned out to be rather efficient. The car salesman appeared incredibly happy at the quick, seemingly effortless sale. Upon our leaving, he noted we would be asked later about our experience with him and he hoped our response would be favourable. A couple of weeks later, we received two requests for an evaluation of our experience. One was a phone call, the other a written survey, and I responded to both. I was amazed when the salesman called not once, but twice, to check whether I had responded. He was desperate to get his commission or bonus.
An experience last weekend partly motivated this blog post. I needed to make an airline reservation, was unable to get the job done through the airline’s website, and hence called the company’s toll-free customer service number. The usual long series of automated questions had to be answered, the last of which was whether I would be willing to answer a customer survey after speaking to an agent. I heartlessly answered “no”. And then waited for an agent to come on the call. And waited. And waited. After fifty minutes of holding, I put down the phone in utter disgust. A couple of days later, I endured the whole rigmarole again, only this time I answered that I would be willing to respond to a survey. Guess what: an agent answered my call within eight minutes! Was this a coincidence? I don’t think so.
The American education system also reflects this obsession with evaluation. Indeed, many complain that the testing craze has gone too far. It’s “SOL” time now for many school-going children across America. These “standards of learning” tests assess core competencies and are fundamental to all evaluations of students, teachers, and schools. How well students do in these subject-based, state-wide tests has a significant bearing on teacher evaluations. Student performance in these tests also affects states’ assessment of schools. The federal government too considers these test outcomes in rewarding schools and states with federal money as part of President Obama’s “Race to the Top” initiative.
Belief in key performance indicators (KPI), feedback loops, and accountability permeates American society. Compensation is then based on the data.
Wall Street is the epitome and distorted extreme of this data-driven society, where quarterly reviews and results are the only name of the game.
The ultimate assessment tool in American culture is, of course, its electoral system, while the Constitution itself enshrines a balance of power between government functions.
Overall, the performance-driven and results-oriented culture of America is invigorating—even if the constant requests for assessment can be irritating and draining. The compulsion here to quantify so much interaction is also of concern though. Sometimes there seems too much emphasis on quantifying and meeting targets, as apposed to the quality and depth of encounters. One could also ask whether the right things are being quantified. And isn’t the system too often being gamed? Are the unaware and uneducated able to participate?
And yet a results-based culture is probably “the worst form for [society] except for all the others that have been tried”—with apologies to Winston Churchill.