Front-line workers in five organizations that are working to create system-wide change were asked to share observations about how the change efforts have (or haven’t) impacted them.
The content that resulted from those interviews wasn’t much of a surprise to any of the organization leaders but the gift of the process was the language the employees utilized. The transcripts moved the conversation away from buzz words and the party line to express real emotion about the work, their reactions and their fears about the change. The comments painted a vivid picture – far richer than any of the leaders could have painted on their own – and highlighted gaps between how the front-lines are experiencing the change and how the supervisors do.
Think about the implications of the process itself for your enterprise. You may believe that you know what your customers or employees think about your organization but without direct contact, you’ll never be able to describe it in their words. The richness of the language of those who experience your products or services can enlighten you in ways that nothing else can. Not only can it help you to listen and learn, but direct feedback can also reshape how you speak and communicate back to your constituencies.
It’s worth the effort to invest in externally-facilitated focus groups or face-to-face interviews to gather the nuances of the external voice. Looking through a window isn’t the same experience as being outside.
