This article describes the process and role frontline access and public service staff play in needs assessment and evaluation of user services, specifically in understanding the voice of the customer. Information includes how the University of Arizona Libraries have incorporated daily data collection into the strategic planning process, resources required (staff and technology), sources of data and methodology for data collection, tools used in the assistance of analysis, and sample outcomes implemented as a result of this process. Methods and approaches presented can be adopted or modified for use at other institutions.