The most profitable way to learn what is happening is to interact and visit with your employees on a daily basis. Many managers have been finding out that this is the key to knowing what is really happening in the marketplace and with their customers.
One of the problems we have with overly relying upon technology is that those promoting it and who have self interests, market it as the "solution" to all your marketing or data problems. This just isn't true!
To understand what is changing in the marketplace means by its very nature going into the trenches of the everyday workings of the business to find out what's really going on.
The most important people in those trenches are our employees, and it is our interaction and open communication with them that will be the best and truest indicator of what's happening and changing with our customers.
It seems to me that the best way to facilitate employee participation and responses to our needed inside look is to create the atmoshere within your company or department that will encourage and reward them for their input. When valuable information and insight is offered by the employees, there should be recognition given to their input company wide.
There should be reinforcing of their positive behavior and response and letting everybody know about it. This will do far more to understand your current business needs and how to respond than anything else that you use. Have you found that to be the case in your circumstances?
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