Alexander and Kristin are executive managers at Safety First Fall Safety Equipment Co. They realize that within the last several quarters, they have been heavily focused on the online customer satisfaction rating as though it is the strategic objective rather than focusing on the customers as the company's real goal. Alexander and Kristin realize they have fallen prey to a cognitive bias known as

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Surrogation is the cognitive bias where a measure for a concept becomes the concept itself. In this case, Alexander and Kristin mistook the measure of online customer satisfaction ratings as the ultimate goal, rather than focusing on the actual goal of serving the customers well.

Alexander and Kristin Are Executive Managers at Safety First Fall