Using a survey scale labeled "Unacceptable" on the far left to "Outstanding" on the far right is a great way to make the customer disclose their true perception of a service you are providing. I recently took a survey from a new term-life insurance company in which they asked me to rate their service. They used the scale system three times in their online survey and it is used very effectively. I think the company will get honest feedback from that survey because they are making it easy to provide negative feedback.