Asserts that intelligence gathered from multiple sources enhances both internal and external customer service. Notes also that multi‐source assessment or 360‐degree feedback enhances information quality, provides specific performance feedback and targets developmental areas. Uses findings from the experience of a variety of organizations which have implemented multi‐source assessment to support these beliefs. Suggests that this form of marketing research targeted to each person facilitates performance improvement by providing strong motivation to take action. Notes that optimizing performance and customer service relies on accurate information ‐ citing the provision of such information as the strength of 360‐degree feedback.
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