The HR team at Rod Inc. is meeting to discuss ways to improve the validity of its performance management system. One staffer suggests adding customer evaluations of the sales representatives in order to gauge their impact on customer satisfaction and sales. What is the major challenge of this approach?

Customer evaluations could cost hundreds of dollars for each salesperson.

Explanation:

The HR team at Rod Inc. is meeting to discuss ways to improve the validity of its performance management system. One staffer suggests adding customer evaluations of the sales representatives in order to gauge their impact on customer satisfaction and sales. What is the major challenge of this approach? Customer evaluations could cost hundreds of dollars for each salesperson.