What could your staff be telling you?

Great post by Phil Dourado on the importance of capturing information from your front line staff (call centre agents and so on) about what customers are saying to them.

Allowing this kind of informal "data" to flow, without giving undue prominence to anecdote, can be tricky. It's important that you don't let staff opinions count for more than hard data. But closing your ears to this potential goldmine of customer feedback would be as silly as ignoring the possibilities offered by the web and social media.

You are monitoring the web, blogs and Twitter for comments about you, aren't you?

Comments

[Ian Golding]

Interesting article Stephen - I have left a reply on his blog related to the stuff we have done at Shop Direct - it achieves this goal very effectively!

[Stephen Hampshire]

Thanks Ian - sounds like you have some good systems in place at Shop Direct.

Could you tell us a bit more about how you capture information from staff and "close the loop" back to them?