Voice of the Customer/Employee
“Voice of” methodology, applied to either customers or employees is a fundamentally different way of conducting customer and employee research.
On the surface, many of the elements of the ‘traditional’ and ‘voice of’ approach look the same — gathering data through telephone surveys for instance. The big differences are in what lies beneath the surface. These are differences in statistical sampling, analysis and inference that highlight areas of material significance rather than mere statistical significance.
That difference is critical. It’s why the error (false positive) rate of traditional customer and employee surveys is in excess of 90% while the error rate of Converge Voice of the Customer and Voice of the Employee is less than 1%.