You can glean information on an informal basis that might not come out of a more formal meeting. It's also easier to get users to accept new systems and technologies when you're down in the trenches with them. Most of the people I spoke with praised working among end users. There will be no better place to broaden your communication and negotiation skills. If thoughts of mingling with your users daily conjures fear and trepidation, don't do it.
Some people are far better off sticking with technology.
You can optimize this opportunity by applying some elementary principles and by being flexible. This is especially true if your manager sits on a different floor or in a different building. At least once a week, schedule time in his or her office to briefly discuss issues that have arisen with the users or to highlight areas where the cohabitation has paid off. Make daily contact with your boss. One manager commented on going out of her way to talk to the boss at least once a day.