Overview of McDonald’s
McDonald's was established in the year 1940 and it is a fast food restaurant chain serving across the world. McDonald's has it headquarter in Chicago. McDonald's is serving in more than 100 countries and it had approximately 36900 outlets serving almost 71 million customers. McDonald's is famous for the chicken, hamburgers, French fries, milkshake, soft drinks, desserts, wraps and breakfast. Current CEO of McDonald's is Steve Hernandez. Revenue of McDonald's comes from main royalties, rent and fees paid by worldwide franchisees and revenue of McDonald's was US$24.35 billion in 2016 (Mcdonalds.com, 2018).
Temkin Rates and how McDonald's would rate
Temkin Ratings shares the voice of the customers by evaluating the feedback available and comparable across the industries and countries. Temkin Ratings are the collection of various benchmark metrics which provide the insights into how an organisation treats with their customers (Temkingroup.com, 2018).
Temkin Experience Rating is customer experience benchmarking and this rating is based on the customers' feedback on the recent interaction with the organisations. The consumers can rate the company based on three experiences; success, emotion and effort and the consumers rate the experience on a 7-point scale. The consumers can rate McDonald's on 7 point scale as well and Temkin group takes the percentage of the customers which have given the rating of 6 and 7 and subtract the percentage which has given a rating of 1, 2, or 3. The result comes as a ‘net goodness' rating of the three components.
Sources found about the business
McDonald's is planning to spend $ 6 billion in the USA to give nationwide restaurant makeover and most of the modernisation and makeover would be done within 2020 (Cnbc.com 2018). CNBC news also shared that modernisation will be done based on the dining rooms with locally inspired decors, digital self-order kiosks, remodelled counters and digital menus. McDonald's is most of the countries introduced McDelivery with Uber Eats. In addition, in Australia, McDonald's is committed to purchase out the current plastic straws. McDonald's is currently working with local stores to find out the alternatives of the plastic straws.
Identifying customer experience, customer relationship management and customer service provided by McDonald's. McDonald's was topmost buzz improvers in 2017 in BrandIndex when McDonald's started to deliver all-day-breakfast. McDonald's buzz score started to soar high with menu innovation.
Customer experience, customer relationship management, and customer service provided by McDonald’s
Customer experience management can be defined as the collection of systems which a company can use to track, organise and oversee the interaction between organisation and customer (Homburg, Jozi? & Kuehnl, 2017). McDonald’s uses the strategies using the technologies like self-service kiosks, online tracking and ordering of the food. McDonald’s makes the food items in front of the customers using technologies that provide satisfaction to the customers along with transparency. In addition, McDonald’s uses Omnicom RAPP for the competitive review on McDonald’s website. Relationship with customers is maintained using Facebook, Twitter and Instagram. McDonald’s has its blogs to share the customers’ advocacy and loyalty. If the customers share any question, feedback or comment, customer service team of McDonald’s get back to the customers with answers.
McDonald's building of customer relations
McDonald’s uses the mobile app, website and social networking sites to build the customer relations. McDonald's uses CRM (Customer Relationship Management) for the general strategies, interaction with the customers and fast-feeding with services. CRM strategy of McDonald’s helps to improve the brand recognition, adaptability and feels-like home concept.
McDonald's effective in building brand loyalty, emotional loyalty, behavioural loyalty
Brand loyalty of McDonald's is high as it has been in the industry for a long time and McDonald's looks for the better locations to start the outlets. Kroc's strategy of improving brand loyalty is depended on the locations as better location provides help to get the heart of the community. As stated by Jani & Han (2015), the emotional loyalty of the customers happens when the customers look for the same brand regardless of convenience, quality and prices as the customers can feel the personal connection to the product or services. McDonald's has been trying to make the emotional loyalty to the customers by providing the competitive pricing and new addition of the menu. McDonald's is known for the hamburgers and for the famous clown. The young generation eats regularly from McDonald’s. Generally, behavioural loyalty is associated with when the customers tell how great the product is and simply feel positive about the service or products (Peppers & Rogers, 2016).
Presence on Social Media
McDonald’s has its official pages on Facebook, Twitter, Google+, Pinterest and Instagram.
Using Social Networking sites
Official Facebook page of McDonald’s US has more than 28 million likes and McDonald's does integrated campaign featuring TV spots. McDonald's added a tab on Facebook named ‘Lunch'. McDonald's has made ‘beef up' mobile social ads on Facebook which riches the media. McDonald's started the #celebratebetter premier league campaign and #goodtoknow campaign as a part of influencer marketing.
Mission statement and the customers part of the mission statement
The mission statement of McDonald's is to be customers' favourite place for eating and drink. McDonald's worldwide operation is aligned with the global strategy of the plan and wins with exceptional customer experience (Mcdonalds.com 2018).
Therefore, the whole mission statement of McDonald's is solely based on the operation and enhancement of the customers' experience. McDonald's is committed to providing the best quality food products to the customers.
Reviewing business' website and address how it is or is not customer-centric
McDonald's has a different website in region basis and McDonald's Australia website highlights the new food items of McDonald's and the website is helpful for finding the restaurant. McDonald's is asking the candidates to join the team and the website provides a link to have the happy meal. The website has three different segments; ‘eat, learn and play'. Eat section provides the customers to order the food online and track the nearby outlets. The website is designed as a customer-centric way to help the customers find whatever they need.
Opinion about the improvement of business in customer relations
McDonald’s need to train the staffs who work inside the outlets to strengthen the customer service skills so that the staffs can touch every touch-point. It is difficult to maintain the staffs to behave decent way to the customers across the globe and the training will help the staffs to learn and improve the customer interaction. McDonald’s can ask the customers to give the feedback to improve the customer relations.
The comments and queries of the customers through digital media must be solved quickly. McDonald’s can send personalised e-mails to the customers with discounts and membership offers.
Homburg, C., Jozi?, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing, 50(1/2), 2-28.
Jani, D., & Han, H. (2015). Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management, 44, 48-57.
McDonald, M. (2016). Marketing in B2B organisations: as it is; as it should be–a commentary for a change. Journal of Business & Industrial Marketing, 31(8), 961-970.
McDonald's to spend $6 billion on nationwide restaurant makeovers. (2018). Retrieved from https://www.cnbc.com/2018/08/14/mcdonalds-to-spend-6-billion-on-nationwide-restaurant-makeover.html
Temkin Ratings. (2018). Retrieved from: https://temkingroup.com/temkin-ratings/
McDonalds Global. (2018). Retrieved from: https://mcdonalds.com/