CORPORATE LISTENING PROVIDES INSIGHTS AND BUSINESS VALUE

The voice of customers (VOC) is recognized as vitally important in marketing and corporate communication. VOC is a key source of market insights and intelligence as well as feedback in relation to products and services. Customer insights and feedback are formally collected through market research, customer satisfaction surveys, net promoter score (NPS) surveys, and mechanisms such as customer councils and panels, as well as through phone calls to call centres, complaints, and website and social media comments.

Also, the voice of employees (VOE) is increasingly recognized as important for understanding organizational engagement, satisfaction, loyalty, retention, and productivity. A Harvard Business Review survey found that 71% of participants rated “high level of employee engagement” as a factor most likely to bring business success, exceeded only by high levels of customer service and effective communication. Also, a recent internal communication study reported that “employees’ upward expression of challenging but constructive concerns or ideas on work-related issues can play a critical role in improving organizational effectiveness”.

Channels for VOE vary from official channels such as union representations and institutionally organized employee satisfaction surveys, meetings,