More and more organizations are abandoning traditional survey research in favour of Voice of the Customer (VoC) or Voice of the Employee (VoE) methods.
This trend has accelerated with recent attacks by the scientific/statistical community on the widespread misapplication of traditional survey research (including misuse of statistical significance) and flagrant overreaching, especially when making comparisons among organizations (i.e.;50 best) or building predictive models (i.e.; twelve factors that predict engagement and loyalty)
VoC/VoE methods have clear advantages over traditional survey research (of which polling is the best example) in that VoC/VoE:
- identifies problems of real and practical importance to the business as opposed to those that are statistically significant. Polling creates statistically significant results that are trivial and meaningless to the business. VoC/VoE identifies items of real world significance.
- applies proper scientific/statistical methods to the analysis and interpretation of data as opposed to polling techniques. Traditional survey research is enumerative research and simply incapable of answering the type of questions business typically needs answered. VoC/VoE is analytic research and exists to answer just these sorts of questions.
- preserves the information content in the data as a means of providing sound evidence for decision making. Traditional survey research typically overreaches, using complicated statistical models and black-box comparisons that have little in common with the real world issues and opportunities.
Learn more about VoE in this A3 White Paper that includes our responses to frequently asked questions by downloading the Voice of the Employee A3 White Paper.
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