Voice of Customer reviews are an established process in tracking customer satisfaction although in the case of a client in the environmental sector the focus was on obtaining a greater understanding of its employee base. Two groups were targeted; established members of the company’s team and newly qualified graduates.

The research process involved close liaison with the client to develop questions that could be used to develop general and specific KPIs. To overcome potential reticence, all potential interviewees were first e-mailed by the client and then followed-up externally by telephone. Both closed and open questions were used to add greater understanding to key areas thereby offering additional insight to assist with the client’s forward planning.

Ultimately, two sets of interviews were conducted to identify potential trends. Given the success of the insights uncovered, the client has plans to conduct a similar exercise, again to monitor changes in employee satisfaction.