Four Critical Steps in Designing a Voice of the Employee Program

Confirmit Team

Confirmit Team

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Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 

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Four Steps in Designing a Voice of the Employee Program

More and more leading organizations are adopting feedback solutions to capture ongoing customer feedback and power Voice of the Customer (VOC) programs—understanding that this information is a critical element of the business decision-making process. The desire to increase customer retention is often the biggest driver of a feedback initiative.



However, as fans of the service-profit chain1 will note, the customer’s voice is only one piece of the business strategy puzzle. Employee feedback, particularly from (but not limited to) customer-facing employees, is also crucial to creating long-term customer loyalty.


The reason is simple: happy employees treat customers better, creating happier customers. In a circular fashion, happy customers are easier to deal with, creating happier employees. Engaged, loyal employees are also more likely to go the extra mile to solve customer issues. Lower employee turnover also helps reduce the cost of doing business, improves productivity levels, and provides a bigger return on investment in human resources.

Employee Feedback: An Essential Component of Employee Satisfaction

With so many compelling reasons for focusing on employee satisfaction, why don’t more companies seek their workers’ feedback about the issues that matter to them? Most companies are unaware of the factors that cause their employees to walk out the door. One reason is an attitude of “don’t ask, don’t tell.” We saw this in the days when Voice of the Customer programs were new. Simply put, companies are afraid that asking for employee feedback will result in hearing only complaints. Other employers are concerned that inviting feedback will only create false expectations when budgets for compensation increases, perks and promotions are tight.

Fortunately, just as we saw in the early customer feedback programs, complaints are only a small part of the equation. Giving employees the opportunity to provide their feedback increases employee engagement and can make an immediate impact on morale—even before action plans are put in place. Just letting them know you care enough to listen goes a long way in showing your appreciation. Another reason for a reluctance to start a Voice of the Employee (VOE) initiative is that many companies don’t know where to begin. The process for designing an effective VOE program is similar to that of a VOC program, but with some key differences in focus.

This paper outlines four critical steps in creating a successful employee feedback program, covering the following topics: 

  • Gaining Internal Buy-in for an Employee Feedback Program 
  • Gathering Actionable Feedback 
  • Analyzing and Sharing Feedback Results 
  • Closing the Loop: Action Planning