The upshot is managers get a first-hand understanding of
the frustrations, concerns, and plaudits that front-line em-
ployees hear customers voice every day. Sometimes it takes
such exposure, hearing straight from the horse's mouth, for
managers to truly grasp how service problems are affecting
customers' willingness to keep doing business with a com-
pany. On the flip side, it's also heartening to hear kudos about
the positive things your staff has done to win customers' loy-
alty or make them sing your firm's praises to others.
3. Comment and Complaint Analysis. Some customers
will tell you what’s on their mind face-to-face. Some won’t
risk the chance of confrontation or embarrassment, but will
fill out simple “Tell Us, Rate Us, Help Us” comment cards. ...