Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Corporate listening: unlocking insights from VOC, VOE and VOS for mutual benefits

Corporate listening: unlocking insights from VOC, VOE and VOS for mutual benefits Comparatively, while the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, little attention has been paid to how organizations listen to, make sense of, and use the information provided. The research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits.Design/methodology/approachThis article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia, which set out to become a “listening organization” to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection.FindingsThis analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening.Research limitations/implicationsThis article advocates a “turn” from a focus on voice to focus on listening, noting that expression of the voice of customers, employees and other stakeholders has no value to them or organizations without active listening.Originality/valueThis paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Corporate listening: unlocking insights from VOC, VOE and VOS for mutual benefits

Download PDF
17 pages

Loading next page...
 
/lp/emerald-publishing/corporate-listening-unlocking-insights-from-voc-voe-and-vos-for-mutual-pbEjSMUIXv
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1356-3289
DOI
10.1108/ccij-08-2019-0102
Publisher site
See Article on Publisher Site

Abstract

Comparatively, while the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, little attention has been paid to how organizations listen to, make sense of, and use the information provided. The research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits.Design/methodology/approachThis article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia, which set out to become a “listening organization” to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection.FindingsThis analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening.Research limitations/implicationsThis article advocates a “turn” from a focus on voice to focus on listening, noting that expression of the voice of customers, employees and other stakeholders has no value to them or organizations without active listening.Originality/valueThis paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders.

Journal

Corporate Communications: An International Journal – Emerald Publishing

Published: Jul 15, 2020

Keywords: Corporate listening; Stakeholder engagement; Voice of customers; Voice of employees; Voice of stakeholders

References

  • Dreams paper
    Achmea International
  • Modeling of fuzzy-based voice of customer for business decision analytics
    Aguwa, H.; Olya, M.; Monplaisir, L.
  • When voice matters: a multilevel review of the impact of voice in organizations
    Bashshur, M.
  • Listening practices: are we getting any better?
    Bentley, S.; Wolvin, A.
  • Listening, hearing sensing: three modes of being and the phenomenology of Charles Sanders Peirce
    Bodie, G.; Crick, N.
  • Reconciled diversity: reflections on our calling to embrace our religious neighbours
    Bussie, J.
  • Demands or resources? The relationship between HR practices, employee engagement, and emotional exhaustion within a hybrid model of employment relations
    Conway, E.; Fu, N.; Monks, K.; Alfes, K.; Bailey, C.
  • Developing a model of organizational listening competency
    Cooper, L.; Husband, R.
  • The impact of the customer orientation of call center employees on customers' affective commitment and loyalty
    Dean, A.
  • A beginner's guide to action research
    Dick, B.
  • Organizational surveys: a system for employee voice
    Edmondson, V.
  • Thick description: toward an interpretive theory of culture
    Geertz, C.; Geertz, C.
  • The impact of employee engagement on performance
    Harvard Business School
  • Agile methods on large projects in large organizations
    Hobbs, B.; Petit, Y.
  • The right to be understood: conceiving the multi-ethnic public sphere
    Husband, C.
  • Commentary: between listening and understanding
    Husband, C.
  • Your customers still want to talk to a human being
    Johnson, G.
  • When VoC and VoE combine
    Klie, L.
  • When do employees speak up for their customers? A model of voice in a customer service context
    Lam, C.; Mayer, D.
  • May ticking the box and closing the loop: can dialogue be mandated?
    Lane, A.
  • “The work and ‘architecture of listening’: addressing gaps in organization-public communication”
    Macnamara, J.
  • Creating a ‘democracy for everyone’: strategies for increasing listening and engagement by government
    Macnamara, J.
  • From touchpoints to journeys: seeing the world as customers do
    Maechler, N.; Neher, K.; Park, R.
  • An integrative review of employee voice: identifying a common conceptualization and research agenda
    Mowbray, P.; Wilkinson, A.; Tse, H.
  • Listening in and out: listening to customers and employees to strengthen an integrated market-oriented system
    Reed, K.; Goolsby, J.; Johnston, M.
  • Employee voice: an antecedent to organizational engagement
    Ruck, K.; Welsh, M.; Menara, B.
  • Strategies for ensuring trustworthiness in qualitative research projects
    Shenton, A.
  • The observation of participation and the emergence of public ethnography
    Tedlock, B.; Denzin, N.; Lincoln, Y.
  • Achmea international: NPS closed loop feedback
    van der Gouwe, P.
  • Want to hear the voice of customers? Listen to your employees
    Warner, P.
  • “Is it time to toss out your old employee engagement survey?
    Wiles, J.
  • Employee voice: charting new terrain
    Wilkinson, A.; Dundon, J.; Donaghey, T.; Freeman, R.; Wilkinson, A.; Dundon, J.; Donaghey, T.; Freeman, R.
  • A study on dialogic communication, trust, and distrust: testing a scale for measuring organization-public dialogic communication (OPDC)
    Yang, S.; Kang, M.; Cha, H.
  • Internal communication
    Yeomans, L.; FitzPatrick, L.; Tench, R.; Yeomans, L.