Trade-offs.
Managers need to understand what it's like from a customer experience.
If you sit in a building with a "Blizzard" label on it, your game play will be automatically "filtered". It's a given. You just know too much. Aware of design decisions. Why things are the way they are from an internal perspective. Technical limitations for things.
The closest you can come to how your customers are feeling about the game, and how they are experiencing it, is gathering a general feel or tone from the forums.
You can have marketing gather feedback from emails, from feedback made during cancellation, from numbers gathered by a tool that measures instances, surveys, etcetera. You can have someone gather information from the forums FOR you. Chances are they will pre-filter/pre-consolidate that data. (You have to be careful about some employees not wanting to be the messenger of "bad news".) Or it could be that the employee skipped the one post that would smack you between the eyes as being vitally important.
All of those are good tools. None should be used separately to make decisions. Weighed, with filters taken into account (MANY of which can be/probably are political inside Blizzard), and combined will give you an overall feel from multiple viewpoints.
"Walking through" the crowds, doing a "townhall", getting "face to face" will give you one more set of data.
Not taking advantage of that last little
personal hands-on checking is a trade-off.
It risks not taking into account
your own perception of the customer's experience.
Loosing touch with customers is the first step in any company's decline.
They don't need to respond. It does take internal fortitude sometimes to wade through the stuff that is on the forums. And having a separate forum for players that you've trusted over the years to offer respectful/professional input is just another tool.
It should never replace first-person data gathering. It's your product. Own it. Be responsible.
Yes, I think devs need to read the forums for the games they've created (and the corresponding customers they have attracted).
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