Problem: 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? Customers have a tendency to inflate assessments of salespeople's performance. The customers are the only people who directly observe a sales representative's performance. The employees' jobs do not involve direct service to customer. Customer evaluations are not cheap. It could cost hundreds of dollars for getting the feedback on each salesperson's performance. Information about customer satisfaction would be easier to gather from peers.