Automotive Service Evaluations?

Received a call today from the Chevrolet Service Department telling me that my car was ready (I had taken it in for an Oil Change).  As an add-on, the gentlemen on the phone told me that I might be receiving an email requesting that I participate in an online evaluation of their service.  He went on to explain that unless I rated them at the highest mark on all the questions that it would negatively effect their personal job performance ratings.  Now, I would think this extremely odd for him to tell me this, but I have had the exact same experience four months earlier at the Ford Service Department in town.  So, is this the new technique that a third party business is selling to automotive management as a technique to evaluate their employees?  Both the criteria that they must receive the highest marks in all categories to be judged adequate and their employees telling us this would lead one to conclude that this service will not help these businesses to improve their service.  
Have you had this experience also?