What is a VOB

Guide: Voice of the Business (VOB)

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Daniel Croft

Daniel Croft is an experienced continuous improvement manager with a Lean Six Sigma Black Belt and a Bachelor's degree in Business Management. With more than ten years of experience applying his skills across various industries, Daniel specializes in optimizing processes and improving efficiency. His approach combines practical experience with a deep understanding of business fundamentals to drive meaningful change.

The Voice of the Business (VoB) is a pivotal concept in modern business management, focusing on aligning a company’s operations and strategies with its internal goals and aspirations. Unlike the Voice of the Customer (VoC), which concentrates on external customer needs and expectations, VoB turns the lens inward, delving into the core objectives, needs, and challenges within the business itself.

This internal focus is crucial for creating a cohesive, directed approach to managing a business. VoB is not just about setting goals; it delves deeper into what fundamentally drives the business, its long-term ambitions, and the hurdles it faces in achieving them. This approach ensures that a business can thrive and grow in a balanced and sustainable way, while also maintaining a harmonious balance with customer expectations.

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What is Voice of the Business (VoB)?

The Voice of the Business is a concept that is used to ensure that the business’s operations and strategies are in alignment with the internal business goals and expectations. VOB is similar to the Voice of the customer, however, VOC is an external focus on understanding the customer’s needs and expectations. VOB is about looking inward, at the heart of the business, to understand and address its own objectives, needs, and challenges.

The Voice of the business approach is important in creating a cohesive and directed approach to business management. It is more than just setting goals; it is also about understanding what drives the business at a deep level, what it aims to achieve, and the challenges it is facing in reaching these goals. This internal dialogue is essential for a business to thrive and grow in a balanced and sustainable manner.

The Balance Between the Business and the Customer

VOB and VOC ven diagram

It is important for business to consider the voice of the customer and the business and find a balance between these, as there can often be conflicts between achieving both of these. While the customer may want the product or service at a cheaper price, the business may need to increase or maintain profits. Therefore, the business will need to look to find a way of achieving both of these, potentially by using methods such as Lean Six Sigma to reduce and remove the way the business reduces the cost of the product while also improving margins. 

Key Elements of The Voice of the Business

Within VOB there are some key elements that are important to understand, such as:

Strategic Objectives

Strategic objectives form the basis of the voice of the business. They are usually set by the business’s top management and act as a guide for the entire business in the direction of decision-making. These objectives can include long-term goals such as market leadership, innovation, sustainability, or specific financial targets. Creating a clear understanding of these objectives is important, as they will influence every aspect of the business, from day-to-day activities to long-term strategies.

Operational Efficiency

Another important part of VOB is its focus on operational efficiency. This involves analyzing and optimizing business processes to improve productivity and efficiency. Effective resource management and cost reduction strategies are also key parts of this focus. 

By focusing on processes to streamline operations and remove waste, businesses can achieve better results with less investment and improve their overall performance and competitiveness.

Employee Engagement

Employee engagement is another aspect of VOB that is important. Employees, as internal stakeholders, have a unique understanding of the business’s operations.  Their insights and feedback are invaluable for identifying areas for improvement, innovating processes, and improving productivity. Employees who are engaged are more likely to feel valued and contribute positivity, which will increase their commitment to the organization’s objectives. This results in a more dynamic and responsive business environment.

Financial Performance

Lastly, financial performance is a key element of VOB. Financial metrics such as revenue growth, profit margins, and shareholder value provide a tangible measure of a business’s health and success. These metrics are important to understand the business viability, sustainability, and growth potential. They are also used as benchmarks for comparing the effectiveness of business strategies and operations.

Step-by-step Guide on How to Apply Voice of the Business

Implementing Voice of the Business in an organization involves an organised approach. Each step is important to ensure that the internal objectives of the business are aligned with its operations and strategies.

Step 1: Assessing the Current State

To implement Voice of the Business, you should first conduct a comprehensive assessment of the current state of the business. This is a key phase that will form the foundation for the implementation and alignment of future actions with the needs.

In this phase, you will need to analyze various aspects of the business, such as:

  • Examining the existing business process to identify areas of inefficiency or misalignment with the strategic goals of the business
  • Another area to analyze is financial metrics, such as revenue, profits, and cost structures, to understand the financial performance, trends, and health of the business.
  • Assessing employee satisfaction levels is important as they can have a direct impact on productivity, quality of work, and overall business performance.
  • You will also need to assess how well the current operations and activities are aligned with the strategy of the business. This will help identify is there are any gaps or areas that require realignment.

Step 2: Setting Clear Objectives

Following the initial analysis of the current state of the business, you will need to create clear and measurable objectives for the future state of the business.To set effective goals you should ensure they are aligned with the overall goals of the business. 

A good method of setting goals is using the SMART (specific, measurable, relevant, and time-bound) approach. This will help for effective goal-setting that is realistic within a given time frame. By ensuring they are achievable, the team will be motivated to support them and less likely to feel there is no point if the goals are unrealistic.

Finally, it is important to ensure these goals are communicated across the business to ensure everyone has a good understanding of the goals and can align their activities to these goals and objectives.

Step 3: Continuous Monitoring and Feedback

The first two steps are required to create alignment between the business and its activities and the goals of VOB. However, VOB is a continuous process within the business and is dynamic, therefore requiring continuous monitoring and feedback.

Business processes and financial performance should continue to be monitored regularly to understand how the business is performing and if changes and improvements are needed. Furthermore, it is key to set up feedback mechanisms to gather insights and input from employees as key stakeholders in the business process.

Step 4: Employee Involvement

The success of a business is not dependent on one person; it relies on the collective support, engagement, and involvement of everyone within the business. This makes employee involvement a key part of VOB implementation.

By involving employees, you can lead to more innovative and effective solutions by gathering input from diverse perspectives in decision-making. From this, employees will feel more valued and integral to the success of the business, which will boost morale and engagement.

Furthermore, employee involvement will improve communication across the business and create a better understanding of the business objectives and the challenges faced by employees in achieving those objectives.


Implementing VoB requires a structured, step-by-step approach, ensuring that internal objectives are in sync with business operations and strategies. Starting with a comprehensive assessment of the current state of the business, it involves setting clear, measurable objectives, continuous monitoring and feedback, and fostering deep employee involvement. By examining business processes, financial health, and employee satisfaction and aligning these with strategic goals, VoB helps create a more efficient, engaged, and financially sound business environment.

The continuous process of monitoring, coupled with employee participation, not only enhances operational efficiency but also nurtures a culture of innovation and shared responsibility. Ultimately, the successful application of VoB leads to a business that is adept at balancing its internal needs with the external demands of the market, driving towards sustainable growth and competitiveness.


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A: Voice of the Business (VoB) represents the strategic goals and objectives of a company. It outlines what the organization aims to achieve in the short-term and long-term. VoB is important because it ensures alignment across all departments, helps in priority setting, provides measurable KPIs for growth, and aids in informed decision-making.

A: Capturing VoB can be achieved through a multi-step process that includes interviewing leadership to get a top-down perspective, reviewing internal documents like strategic plans and company reports, and conducting employee surveys for a bottom-up view. These methods collectively offer a comprehensive understanding of your business objectives.

A: While VoB focuses on the business’s strategic goals and objectives, Voice of the Customer (VoC) captures customer needs, expectations, and preferences. Voice of the Employee (VoE), on the other hand, represents the needs and expectations of the employees. VoB is the overarching framework that should ideally be aligned with both VoC and VoE for a holistic approach to business excellence.

A: Yes, VoB is not set in stone. As businesses evolve, their goals and priorities may change. Market conditions, customer preferences, technological advancements, and many other factors can influence a shift in VoB. It’s essential to periodically reassess and update VoB to ensure it remains aligned with the current state and future vision of the business.

A: Alignment starts with capturing each voice—VoB, VoC, and VoE—accurately. Once captured, compare these voices to identify synergies and gaps. For instance, if a business objective (VoB) is to become a market leader in sustainability, ensure that this aligns with customer expectations (VoC) for eco-friendly products and employee capabilities (VoE) for sustainable practices. The alignment ensures that the business objectives are not only achievable but also resonate with both customers and employees.


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Daniel Croft

Daniel Croft is a seasoned continuous improvement manager with a Black Belt in Lean Six Sigma. With over 10 years of real-world application experience across diverse sectors, Daniel has a passion for optimizing processes and fostering a culture of efficiency. He's not just a practitioner but also an avid learner, constantly seeking to expand his knowledge. Outside of his professional life, Daniel has a keen Investing, statistics and knowledge-sharing, which led him to create the website learnleansigma.com, a platform dedicated to Lean Six Sigma and process improvement insights.

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