Corporate listening: Unlocking insights from VOC, VOE and VOS for mutual benefits

Macnamara, J

Corporate listening: Unlocking insights from VOC, VOE and VOS for mutual benefits

Macnamara, J

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Publisher:: Emerald
Publication Type:: Journal Article
Citation:: Corporate Communications: an international journal, 2020
Issue Date:: 2020-07-01

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Field	Value	Language
dc.contributor.author	Macnamara, J https://orcid.org/0000-0003-1387-3882	en_US
dc.date.available	2019-12-02	en_US
dc.date.issued	2020-07-01	en_US
dc.identifier.citation	Corporate Communications: an international journal, 2020	en_US
dc.identifier.issn	1356-3289	en_US
dc.identifier.uri	http://hdl.handle.net/10453/138554
dc.description.abstract	Purpose – While the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, comparatively little attention has been paid to how organizations listen to, make sense of, and use information provided. Research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits. Design/methodology/approach – This article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia which set out to become a ‘listening organization’ to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection. Findings – This analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening. Research implications – This article advocates a ‘turn’ from focus on voice to focus on listening, noting that expression of the voice of customers, employees, and other stakeholders has no value to them or organizations without active listening. Originality – This paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders. Paper type – Research paper.	en_US
dc.publisher	Emerald	en_US
dc.relation.ispartof	Corporate Communications: an international journal	en_US
dc.relation.isbasedon	https://doi.org/10.1108/CCIJ-08-2019-0102	en_US
dc.rights	This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here - https://doi.org/10.1108/CCIJ-08-2019-0102. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.	en_US
dc.subject.classification	Business & Management	en_US
dc.title	Corporate listening: Unlocking insights from VOC, VOE and VOS for mutual benefits	en_US
dc.type	Journal Article
utslib.location.activity	USA	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
utslib.for	20 Language, Communication and Culture	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.publication-status	Accepted	en_US

Abstract:

Purpose – While the voice of customers, employees, and other stakeholders have been identified as key components of corporate and marketing communication, comparatively little attention has been paid to how organizations listen to, make sense of, and use information provided. Research reported in this article examined how a multinational corporation and its subsidiaries listen to their customers, employees, and other stakeholders and explored how corporate listening can be improved for mutual benefits. Design/methodology/approach – This article reports participatory action research within a multinational corporation operating in Europe, Canada and Australia which set out to become a ‘listening organization’ to improve its relationships and performance. The research was informed by interviews, observation, content analysis of relevant documents, and critical reflection. Findings – This analysis illustrates the need for and benefits of looking beyond statistical data to analyze textual, aural and visual data available from call centers, open-end survey comments, complaints, correspondence, social media and other sources, and it identifies methods, tools and technologies for ethical insightful corporate listening. Research implications – This article advocates a ‘turn’ from focus on voice to focus on listening, noting that expression of the voice of customers, employees, and other stakeholders has no value to them or organizations without active listening. Originality – This paper reports an in-depth study of corporate listening to multiple stakeholders and identifies opportunities for increased insights and understanding that can lead to tangible benefits for both organizations and their stakeholders. Paper type – Research paper.

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http://hdl.handle.net/10453/138554