Rate My Service

They are popping up everywhere — small five-button devices that allow consumers to rate everything from customer service to the cleanliness of toilets.

At the end of a meal at a restaurant, the server will often give some instructions along with the check. "Please complete our survey about your visit today by going to this website." She circles a URL on the receipt, and continues, "If you do, you will receive a coupon for 10% off your bill on your next visit" — or a free appetizer or a beverage. Perhaps a different incentive is offered. Point is: her restaurant wants your opinion.

The first thing you say on your feedback form is: "Please tell Madison not to say, 'Good evening, my name is Madison, and I will be your server tonight.' We were already clued in as soon as she showed up at our table with a name tag that said 'Madison' on it, and we assumed that since she was taking our drink orders that we had gotten her for our waitress, um, server. Enough already. Next time that happens, I'm sticking out my hand and saying, 'Hi, I'm Justin, and I'll be your customer today.'"

Something similar may happen after you pay for your...