Talking Point: The Disney Institute Blog

Is a ‘Voice of the Employee’ Program the Key to Improving Customer Experience?

March 31, 2015 by Bruce Jones, Senior Programming Director, Disney Institute

Surprisingly, only 25 percent of Customer Experience (CX) professionals say their company’s CX programs actually improve customer experience. That’s according to Forrester Research, who recently hosted a webinar on the importance of creating a formal Voice of the Employee (VoE) program as one method of effectively impacting an organization’s customer experience.

The idea is that while many companies have formal processes in place to mine customer feedback, these often lack insight into the true root causes of service failures. But, by being intentional about collecting employee feedback (as well as customer feedback), organizations can more effectively tap into the full ecosystem of their customer experience, uncover root causes, and develop more meaningful, impactful and lasting solutions.

In this blog post about creating an effective VoE program, the author encourages business professionals to think of their colleagues throughout the organization as canaries in a coal mine - a source for warning of potential issues. She also outlines the four tasks an effective VoE program should accomplish. I encourage you to take a look for some great tips.  

At Disney, we believe that few people know and understand our Guests better than our front-line employees (Cast Members). When it comes to improving customer service processes and experiences, we’ve found that our Cast Members tend to be the most knowledgeable about our areas of opportunity. In fact, many of our service enhancements come directly from Cast Member suggestions through the types of systematic methods highlighted above.  

So, if you ask us…is a VoE program the key to successfully improving customer experience? We say “yes!” From our perspective, employees offer invaluable feedback and they should play a critical role in any initiative aimed at improving the customer experience.

Want to learn more? Consider enrolling in our Disney’s Approach to Quality Service professional development course, where we explore how to develop a more holistic understanding of the customer experience. Or, take a look at Advancing Your Customer Experience and The Secret to Delighting Customers? Put Employees First.

What additional employee feedback mechanisms can your organization employ as a resource for improving customer experience?

We’d love to hear from you! 
Post your response below, or respond to us on Facebook or Twitter using Hashtag #DThinkBlog.

Disney Institute uses business insights and time-tested examples from Walt Disney Parks and Resorts worldwide to provide relevant illustrations and engaging stories that help you develop the customer experience culture you are capable of delivering. With professional development courses offered by Disney Institute, you will discover ways to positively impact your organization and the customers you serve as you are immersed in leadership, culture, service and beyond.

Disney Institute is ready to help you apply strategic rigor to your customer experience efforts - call us at 321.939.4600 or complete our Contact Form

Posted in Quality Service | Tagged Customer Experience, CX, Voice of the Employee, Employee Feedback, Customer Service, Quality Service, Service, Service Training, Bruce Jones

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