The Power of Voice of Customer (VOC) in Operational Alignment

Aligning Operations with VOC Data: The Secret to Driving Customer Satisfaction and Sales Growth

Restaurants, convenience stores, and retail establishments that excel in guest experience stand out—and they aren’t just doing it by chance. Our findings show there is a statistically significant alignment between operational performance, customer feedback (VOC), and sales performance. 

This correlation isn’t a coincidence; it’s a clear indicator that how well a business aligns its operations with VOC insights can directly impact customer satisfaction and drive revenue.

Why VOC Data Drives Operational Success

Voice of Customer (VOC) data offers a treasure trove of insights into what customers love, tolerate, or find unacceptable. However, data without action is just noise. Businesses need to tap into VOC analysis to:

1. Identify Operational Priorities: VOC data highlights what matters most to customers—whether it's cleanliness, speed, or staff friendliness.
2. Eliminate Operational Guesswork: By correlating customer feedback with operational performance metrics, businesses can cut unnecessary efforts and focus on high-impact improvements.
3. Drive Business Outcomes: The data in our graphs shows a clear relationship between operational performance, VOC scores, and sales growth. Improving customer experience isn’t just about good service—it directly drives revenue.

Aligning Operations with VOC Data: What the Numbers Say

Let’s take a closer look at the key insights from Steritech’s data.

• Mystery Shop Score vs. Sales:
  The first graph shows a positive correlation between higher mystery shop scores and increased sales. Restaurants that performed well in mystery shop evaluations saw better financial outcomes, confirming that operational excellence plays a crucial role in driving revenue.
• Mystery Shop Score vs. Dissatisfaction (OSAT):
  The second graph illustrates a negative correlation between high mystery shop scores and dissatisfaction levels (OSAT). 

In other words, better operational performance leads to fewer dissatisfied customers. This suggests that operational improvements reduce friction points, leading to happier customers.

Using VOC Data to Guide Operational Changes

Not all customer feedback carries the same weight. VOC analysis, combined with operational assessments, helps you zero in on what truly matters to your customers, so you can focus your resources where they'll have the biggest impact instead of spinning your wheels on minor issues. Tools like OnBrand360®, Steritech's proprietary customer portal, make it easier to track location-level performance and turn big data into actionable improvement plans. Make your VOC data work for you by:

Categorizing Feedback

• Group VOC data into key themes (cleanliness, speed, friendliness)

• Correlate customer feedback with relevant operational metrics gathered through third-party audits

• Direct resources to areas with the highest customer impact by adjusting third-party audits to prioritize elements that align closely with what matters most in the VOC data

Making Operational Changes That Get Results

• Staff Development: Implement targeted training based on specific feedback

• Menu Optimization: Simplify offerings to improve accuracy and speed

• Layout & Flow: Adjust store layout and queue management

• Service Enhancement: Better staff scheduling during peak times

Key Metrics for Tracking VOC Alignment

Key performance indicators offer a precise view into how well your VOC-aligned strategies are driving measurable results. Monitoring these metrics ensures you’re focusing on the actions that most directly impact customer satisfaction and revenue growth.

Key Performance Indicators for Success

• VOC and mystery shop scores

• Sales and guest traffic metrics

• Overall satisfaction (OSAT)

• Operational efficiency measurements (labor hours, process times)

Leadership Strategies for VOC Integration

Integrating VOC insights into daily operations requires strategic leadership. By establishing a focused action plan, leaders can ensure their teams prioritize what matters most to customers, creating a cycle of continuous improvement and lasting impact.

Leadership Action Plan for VOC Alignment

1. Invest in robust VOC analysis tools

2. Train staff on addressing key customer pain points

3. Implement regular metric monitoring

4. Maintain transparent communication with team and customers

5. Commit to continuous review and improvement

Remember: VOC alignment isn't a one-and-done deal – it's an ongoing process that requires regular attention and adjustment to maintain optimal results.

The Impact of VOC-Aligned Operations on Business Outcomes

When you align operations with customer expectations, you'll see:

• Increased foot traffic and sales

• Better operational efficiency

• Higher employee engagement

• Improved customer satisfaction

The message is clear: aligning operations with VOC data isn’t just a best practice—it’s imperative. 

Our data demonstrates that better operational performance correlates with higher sales and lower dissatisfaction levels. This alignment proves that operational improvements informed by VOC insights can drive real business outcomes.

By focusing on the areas that matter most to customers, eliminating unnecessary efforts, and driving operational excellence, businesses can enhance customer satisfaction, streamline operations, and unlock sustainable growth.