Voice of the Employee (VoE)

Voice of the Employee (VoE) is the practice of gathering feedback from internal employees in an organization and using it to gain insight into their brand experience. This feedback comes from everyone who works for the company, including front-line employees who work with customers at a granular level, to the C-Suite.

What is Voice of the Employee (VoE)?

By definition, brand experience relates to how an employee and a customer interact with and align with an organization. Voice of Employee (VoE) initiatives are one method for gathering data that can elevate the brand experience through more aligned customer and employee journeys.

Running a gap analysis to uncover what employees are telling you about work at the ground level can help you build a more insulating strategic architecture that supports the brand experience as a whole. When an organization listens to and acts upon the feedback given, it has a better opportunity to bring the 3 P’s — people, processes and platforms — into alignment.

This approach is a shift from the norm, empowering organizations to create more sublime experiences by making employee experiences (EX) and customer experiences (CX) multipliers of each other.

EX as a Multiplier of CX

If you don’t have VoE nailed, it’s hard to identify the holes in the employee’s experience. Without knowing where those gaps exist, it’s nearly impossible to understand how well aligned your organization is with the modern consumer’s demands. Building sublime brand experiences rely on having a solid brand experience.

Your team should be able to visualize the logic and flow behind your monetization strategy and business model. They should simultaneously be able to draw the logical flow of the customer journey, overlapping the two and pinpointing the direct correlation between the experiences.

This kind of simple visualization of in-depth concepts allows teams to build empathy into internal culture. Without it, employees become disengaged, leading to a diluted end experience for your customer. In turn, you become less competitive in the market.

Applying VoE Data to a Framework

VoE requires a level of empathy that goes deeper than the basic map you see many people using today. Organizations must gather VoE data to adopt a stronger empathetic viewpoint for both the employees and customers. In turn, you’ll be able to extract the pains, motivations, solutions and measurements needed to improve operations.

Qualitative data from employees is gold when it comes to creating a more aligned organization because it helps you get inside the mindset of both the customers and employees. With this bigger picture painted, you can find the overarching cognitive associations employees and customers have of your brand.

VoC Data Collection Methodologies

Gain Buy-In

It’s nearly impossible to gain buy-in without shining a light on your organization’s core values, direction, and model. This understanding, which you’ll only be able to assess through VoE data, is essential for employees to know where their work impacts the organization and the customer. Without that understanding, employees lack passion and thus lack buy-in.

CX & EX Alignment

Knowing the cognitive associations consumers have with a brand is critical when it comes to understanding how they move through their journey. Through this understanding, employees can then closely align their own experiences at every touchpoint, connecting the dots and becoming more aligned.

Break Down Silos

Methodologies, such as gathering VoE data and applying it to journey analytics, allows teams to identify silos within an organization. Fixing these cross-departmental communication breakdowns ensures that teams continue to work towards the same goals. Having clear and easily interpreted data applied across all departments is critical towards maintaining a smoother experience internally and externally.

Gain Deeper Insights

Knowing where to show up requires deep insights into what your team needs from you. VoE data gives managers and directors a unique insight into what’s happening along the employee and customer’s journey, allowing teams to know where to focus their energy and transformation efforts.

Customer Experience (CX) Terms