Logistics managers need to collect timely and accurate data on customers′ needs, as well as customer perceptions of the firm′s and competitors′ performance levels. Today, a large number of companies collect this from their salesforce – a good, inexpensive and timely source of customer and competitive information but caution is needed since a majority of salespeople are inaccurate. Reviews the conceptual issues associated with using the salesforce to collect information and reports results of an empirical study which examined the accuracy of salesforce information.
Sharma, A. and Lambert, D.M. (1991), "Using Salespeople to Collect Customer Service Information", International Journal of Physical Distribution & Logistics Management, Vol. 21 No. 6, pp. 27-31. https://doi.org/10.1108/EUM0000000000391
MCB UP Ltd
Copyright © 1991, MCB UP Limited