The same applies for customers giving you feedback via your staff. Staff will interpret customers’ views whichever way suits them and while there may be truth in the feedback you get who is to say it hasn’t been over-hyped or worse still watered down before it reaches you?
So to properly measure the success of your customer service, you need to get the objective, honest views of your customers and your potential customers at the point of experience. After all, they’re the ones you’re trying to impress enough to buy more of your products and/or services and to tell others what a great experience buying from you has been. But how can you find out what customers genuinely think of your customer service?