Customer Experience Management Strategy Assignment

Strategy Report 1
Customer Experience Management Strategy report
Student’s name
Course
Professor’s name
Institution
Institution location
Date

Strategy Report 2
Customer Experience Management Strategy report at McDonald's
About McDonalds
McDonalds is a fast food company with its headquarters in Chicago America. The
company was founded in 1940 by Richard and Maurice McDonald. The company Starting as
a small restaurant and has since grown to become a multinational company with businesses
all over the world. McDonalds have gained reputation as the world largest restaurant by
revenue and the world second private employer. The company which has more than 36,900
outlets in more than 100 countries has a record of serving more than 68 million customers
every day. The company is known for its hamburgers, chicken products, French fries,
breakfast items, cheeseburgers, wraps and soft drinks.
The company has always been keen to ensure that their customers have the best
experience. They always inquired the customer for a feedback to access their level of
satisfaction and help in improving their products and services. For this reason, the company
reacted to their customer’s negatives backlash and changing tastes because of unhealthy
foods and introduced fruits, smoothies, salads and fish in their menu. This paper tries to look
at customer experience management strategy at McDonalds.
Customer experience management strategy
Customer experience management (CEM) can be defined as a strategy used to
organise, track and oversee all the transactions between the organization and a customer
(Prevos, 2018, p. 12).Customer experience management is important consideration of any
business organisation as it helps in ‘closing the gap’ between the actual customer and the
intended customer. According to Willbun and Morris (2008), CEM helps to increase
customer’s loyalty, satisfaction and advocacy. Customer experience management involves
viewing and improving the interactions between a customer and the organization from the

Strategy Report 3
customer point of view rather than from the “organizations”, groups and departments point of
view.
According to Waden (2017), Customer experience management has become part of
any business that wants to remain competitive. Businesses only succeed if and only if they
have satisfied customers who are pleased with the services offered. The only way to assess
the level of satisfaction on the customers is to have a successful customer experience
management system (Seligman, 2012, p. 42).
According to management at McDonalds, some of Benefits that the company has
accrued from addressing and acting upon their customers experience are:
 Inquiring about Customer experience helps in lowering costs by reducing customers
churn
 Helps in improving customers loyalty and create products advocated through
memorable and valued customer interaction
 Helps in increasing the organizations revenue with increased sales from existing royal
customers
 Strengthens product and brand preferences through differentiated customer
experiences
Emerging concepts and practises that underpin the customer experience at McDonalds
According to t research by kureemum, et al., (2011), customer experience has proved
to be an important aspect of business success. A study by Arussy (2005) showed that
businesses lose more that 25% of their customers due to poor customer experience. Some of
emerging trends that have affected customer experience at McDonalds are:
Personalization

Strategy Report 4
The main goal of any business is to have a big number of satisfied customers.
Different customers on the hand have different tastes and experiences. To help in meeting the
expectations of all customers, McDonalds have been providing tailored services to their
customers. Understanding the expectations of a customer enables the restaurant to serve their
customer best reinforcing connection. This has an effect of making the customer to always
come back thus increasing the revenue of the company (Nasır, 2015, p. 24).
Mobile payments
Mobile payments are convenient in that it provides personalized content and it is safe
(Bruhn, 2015, p. 142). This provides a platform where customers are able to get their
services from the comfort of their home as they pay via their phones. Mobile payments have
effects on customers experience in that luck of physical contact helps in reducing personal
conflict between the restaurant employees and their customers. Mobile payments at
McDonalds have led to introduction of delivery services. This service has enabled customers
to make orders at the comfort of their homes. A successful transaction between the restaurant
and a customer that was done via mobile money tends to boost customer experience.
Next level transparency and inclusiveness
Being transparent about services and products provided by the business organization
tends to boost customers experience (Shaw & Ivens, 2007). Customers feel to have a
better experience with a business when the business is open on how they run their business.
For example, McDonalds have a policy whereby they provide demonstration to their
customers on their production process and openly sharing their pricing to the customers. This
has an effect of making the customer have trust on the restaurant and record good experience.
Despite the fact that this inclusiveness has proved to be costly and risky, the company has
gained a number of royal customers who feel being part of the company thus translating to
increased revenues and growth.