THE managing director of online travel company Latedeals.com went back to the shopfloor in a bid to improve the day-to-day running of his business.

David Hawke experienced life as a customer advisor at his call centres in Newcastle, Peterlee, Middlesbrough and Leeds.

He said: "Our sales consultants are obviously vital to the success of the business.

"I believe it is essential to understand what they go through on a day-to-day basis if we are to keep on improving and growing. Taking time out to learn more about their job helps me to understand the issues they face and how best to resolve them."

Mr Hawke worked both day and twilight shifts at each of the centres after undergoing intensive training on using computer databases, telephone systems and processing bookings.

He said: "It has increased my respect and admiration for my sales team - they really have to deal with just about every selling scenario."