You’re on the front lines of your company (big or small), and you talk to customers all day long. You know what they’re thinking, so it’s pointless to evaluate customer experience, right? Wrong! In reality, working so closely with your customers can create a serious blind spot when it comes to judging how they really feel! Many customers are reluctant to give honest, in person feedback about the customer experience they’ve just had. This article outlines several compelling reasons behind this trend and highlights the importance of using Web surveys to gather real customer opinions and perceptions.

Source: https://www.genroe.com/blog/what-customers-are-thinking/11298?