Granite City builds real connections with customers using Customer Voice application

By : Tim Henschel

January 29, 2015 02:00 PM

Granite City, a Minneapolis, Minnesota-based chain, has grown to include 30 restaurants in 13 states largely due to the great atmosphere it provides for guests.  Known for its craft beer selection and made-from-scratch food, Granite City has also won many “best” distinctions nationwide, including Best Restaurant, Best Brunch, Best Patio, Best Beer, Best Martini, Best Burger and more.  Like many other restaurant operators, Granite City was looking for a better way to engage its customers and get feedback on its business in real-time to take actions when needed to continue to be the “best.”   Its goal was to better understand how customers viewed their experience and to establish a benchmark that Granite City could use across its locations for consistency.  The chain also was looking for a solution that would integrate with and leverage its existing NCR loyalty and email marketing programs.


Enter Customer Voice, an NCR software application that enables Granite City to monitor customer satisfaction, deal with any dissatisfaction immediately and turn its happy customers into brand ambassadors through social media channels.  Customer Voice is easy to use for both Granite City and its customers and solicits feedback based on one question – “On a scale of 0 to 10 – how likely are you to recommend our restaurant to a friend?”  Based on what rating a customer picks, it also enables them to either provide more feedback to the restaurant or share strong ratings through their social channels.  Customer Voice also enables Granite City to track the exact dollar amount associated with both satisfied and dissatisfied customers to quantify customer satisfaction and how it impacts its bottom line.


Leveraging its 180,000 loyalty program members and Customer Voice, Granite City built a robust customer feedback strategy. “We knew it was a success when we received response rates among loyalty program members of nearly 30%,” said director of IT, Don Stegman. Non-loyalty members delivered a nearly 20% response rate. “We were delighted to learn that the overall satisfaction scores were well above average.”  Beyond getting a baseline satisfaction score, Granite City was also able to find out just how much some of its customers preferred its staple menu items over new items that were being introduced and adjusted its menu based on customer response.


Paying attention to the voice of the customer has never been more important now that your guests have more ways than ever to digitally share their opinions, suggestions and complaints. What ways are you incorporating customer feedback into your consumer engagement strategy?