Ask most business leaders why it’s important to collect customer feedback, and their answer will probably boil down to: “I want to keep up with what’s happening on the frontline.”
We understand the desire to focus on that basic need. Busy executives often feel detached from the thousands of individual customer interactions customers have with their company every day. If they believe that every interaction is important, they’d of course want to be sure no serious problem is overlooked.
But....