Arby’s existing Voice of Customer (VoC) program had, in essence, run its course: there was a lack of enthusiasm from leadership, uncertainty regarding data integrity, and insights garnered from customer feedback had plateaued.
Separately, for more than 10 years, Arby’s harnessed RizePoint for its internal assessment—the Arby’s Operations Review (A .O. R .) —a 20 0 + question, comprehensive assessment of performance in front- and back-of-house operations and policies related to Food Safety, Arby’s Standards, and Guest Experience (e.g., quality, order accuracy, speed of service, staff friendliness, cleanliness, and team engagement). With more than 13,000 A.O.R.s completed each year, the results helped drive continuous improvement in quality, operations, and brand standards— but they lacked a view into the guest perspective.
Arby ’s chose InMoment as its customer experience optimization partner based on its ability to interface the
RizePoint A.O.R data with customer experience data. Yet, the company needed more than data integration for We Make It Right—the name (and driving force) of its new VoC program. It wanted a more robust, encompassing perspective of customer experience and a holistic view of individual location performance. It needed automated intelligence informed by the data, the ability to effectively act on the insights, and engagement from team members to enhance the guest experience and drive sales.