Importance of Customer Service in McDonald's Australia

This assessment provides an overview of the importance of customer service in McDonald's Australia, discussing their commitment to customer satisfaction, service delivery, and operational processes. It also explores their strategies for monitoring customer preferences and needs, managing stocks, and handling customer complaints. The assessment highlights the company's compliance with consumer protection laws and its commitment to ethical considerations.

Running head: DIPLOMA OF BUSINESS MANAGEMENT
Diploma of Business Management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Introduction......................................................................................................................................2
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................3
Task 3...............................................................................................................................................5
Task 4...............................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Introduction
The present assessment provides an overview on the importance of customer service
provided by an enterprise. The organization selected for this study is Mc Donald’s Australia. Mc
Donald is one of the globe biggest fast food chain serving near around 69 million customers
regularly in over 100 nations. Mc Donald in Australia is also known as Macca’s, which is
franchise business with around 80% of the Australian restaurants owned as well as operated by
the individual businesspersons (Jacobs, Chase and Lummus 2014). The other restaurants are
owned as well as run by the organization. The economic contribution of this company to the
Australian economy is equal to 0.2 % of this nation’s GDP. Macca is committed to support
Australian manufacturers and its first preference has been always the source produce within the
nation. The effectiveness of customer service, enterprise operations and other process supports
the service delivery is also critically discussed in this study.
Task 1
1a) Mc Donalds Australia operates under the fast food industry of this nation. Australia’s fast
food sector has encountered dynamic growth over the past few years. There are around 17000
fast food outlets in Australia that accounts for 28% of the commercial foodservice outlets. As of
2017, this company has remained the biggest brand in the fast food sector in Australia. Mc
Donald continued to attain success with its premium offerings by extending availability in
driving through stores since the range has been limited to in-store consumption (mcdonalds
2018). The functions of Mc Donalds include reduction and management of waste, being
environmental sustainable, saving energy as well as decreasing greenhouse gas emission,
keeping clean streets through proper use of packaging method.

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1b) Over the years, McDonlads has been offering variety of products, some of the common
products include- Hamburgers, Mc Chicken, Fish McBites, McRib, Happy Meal, Mighty Kids
Meal, McMuffins, Mc Beverages and Desserts and so on. Macca provides its customers with
safe food products and aid them make healthier choices while visiting the restaurants. This
company is mainly committed to facilitate its customers make proper decisions about the food
selection. In fact, the company also offers good service to the families and young individuals by
properly communicating with them through effective marketing process.
1c) Mc Donalds is committed in doing the appropriate thing for its customers as well as
employees. The management of Macca is committed to show respect, understand and tolerate
towards ist employees and customers. The customer policy designed by Macca tema in the year
1988 is mainly aimed at assuring that they continue to address the requirement of customers with
disabilities who visit their restaurants. The customer policy is adequate and accessible to both
inside and outside the enterprise. The company is committed to help its customers make
informed decisions regarding this policy (Robertson et al. 2016) In fact, Macca also attains
feedback from its customers relating to any change in its customers service policy. Besides this,
the company also holds policy program and provide policy documents to all its stakeholders,
shareholders and directors in order to keep them informed about its customer service policy. This
in turn helps all the people associated to this company to get accessibility in providing feedback
regarding any change in this customers service policy. Overall, the organization mainly focuses
on communicating appropriately with all the stakeholders so that the policy becomes easily
informed to them.

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Task 2
2a) Mc Donald Australia and its teams track customer’s data for establishing as well as
monitoring the requirements and preferences of its current and potential customers. The
company plans to utilize advanced technologies for making interactions with the customers in
bid to develop competitive edge over its rivalries. Macca’s mobile ordering system helps to track
information around the customers habits such as – type of food they prefer, their ordering
frequency, drive vs in- store consuming habits and other crucial preference or habits. The firm
utilizes this strategy for serving its customers in better and efficient way. (Hickman and Silva
2018) Furthermore, for increasing convenience in the future orders, such orders are noticed on
the application that drive repeat total sales. As the company struggles in increasing its revenue,
this strategy helps to boost average spending per consumer at the stores. As a result, this drives
the valuation of the company in longer term. In fact, the entity also monitors the customers
preferences and needs through personalization of their service through the consumer data, which
in turn makes it easier for the employees to understand their customers in better way and offer
service accordingly. However, it is predicted that this initiative will facilitate the company to
maximize profitability in longer term.
2b) Mc Donald has been planning in both strategic as well as operational level to assure that they
have been meeting the requirements and expectations of its customers. The entity has been able
to create better experience for the customers by knowing the nature of service delivery process .
Transparency in such process has facilitated the customers to know business operations and give
feedback on the service design improvements (QSR magazine. 2018). In addition to this, the
company has also been focusing on designing its products in innovative way for satisfying their
requirements as well as expectations. In fact, ethical considerations relating to this product

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designs are maintained by this company in order to reduce negative comments of customers
about unhealthy food. Besides this, Macca has introduced its own website so that its customers
can provide their feedback regarding their service. At present, this percentage has been
increasing owing to rise in total number of internet usage. The organization also strategizes to
connect with the customers through social media so that they can build good relationship with
these customers and attain their feedback. Furthermore, the organization also analyzes the
present market trends by assessing the competitors products before producing and designing any
product. This analysis on the rivalries products also helps to understand the preferences and
needs of most of the customers (Ceil 2017). This initiative not only helps to manage their
production cost but also attract large number of customers. Moreover, this strategy will also help
the company to gain competitive advantage over its rivalries.
Task 3
3a) For meeting the needs and expectations of the customers, Mc Donalds has been managing its
stocks through implementation of new system. The firm introduces central stock management
function also termed as “Restaurant Supply Planning Department” for managing their stocks
(Verma and Verma 2013). The team then communicates with the mangers per day basis for
finding out the events, build factors into new planning and predicting the customers wants and
expectations. As a result, this strategy helps to balance between customers requirements and
reducing waste. However, as consumers taste changes, the company needs to enhance range of
products offered also changes.
3b)Mc Donald uses few strategies for monitoring it team performance so as to assure that they
meet organization quality and delivery standards. One of the strategies used by the company is
empowerment, thereby engaging the employees in making decisions and providing them

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authority to act in the company’s interest. The entity provides training to resolve consumers
problem and trust them for making appropriate choices (Razaka, Iliasb and Razakc 2016) They
provides their employees some time for thinking as well as planning by building slack time via
adequate staffing and by giving support. The decision made by the team helps the company to
evaluate their team performance. Based on their performance, the company gives the
responsibility to attend the customers. This in turn aid the organization to assure that they are
able to deliver proper service to the customers and improve quality delivery standards. The
leaders of this company adopts unique leadership style in order to understand the performance of
the team. Proper leadership style adopted by the leaders helps the company to provide quality
customer service.
3c) The Mc Donalds Australia has developed strategies of coaching and mentoring the
employees in order to meet the customer service needs. The staffs are given proper orientation
before providing them work in the business especially delivering service to the customers. The
coaching must include review of certain policies as well as procedures, with specific emphasis
on the vital subjects such as customer service and the organization culture (Hickman and Silva
2018). The company must also employ proper HR manager in order to integrate effective HR
strategy with regard to training and developing of their staffs. Skilled HR manager of the
company also helps to properly educate and mentor the employees in regards to delivering of
effective customer service. The human resource skills help to use advanced technologies for
monitoring the employees performance in training. Based on their performance, the employees
are given the power to attract customers and deliver effective service to the customers. In fact,
the staffs will be given training on communication skills so that they can easily build relations
with customers and attain their trust. This in turn helps the company to retain and attract

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customers across the globe. McDonalds has also developed diversity curriculum, which teaches
its employees how to shift from awareness to action in area of intercultural management. This
entity has adopted mentoring by introducing as well as offering web based tool utilized for
tracking relationships across the organizations. Their program also integrates advanced
technology for the mentoring approaches, providing virtual environment to motivate career
engagements that benefit groups and business.
Task 4
4a) McDonald in Australia has created new position for dealing with the customer service issue
and complaints it receives from them. The organization has created the new position of ‘runner’,
who will help to solve any issue and confusion or free up time for cashier. In addition to this,
McDonald has also adopted dual- point ordering system across the nation that includes- customer
ordering at the counter and acquiring receipt along with number. When this number appears on
the screen, order becomes prepared at other end. Apart from this, the company also creates
welcoming business environment by having varied laborforce. They also hires bilingual workers
who speak different languages and have different insights into varied cultures, which facilitate to
create better customer experience. Furthermore, the entity also provides feedback form to its
customers in order to attain their reviews and improve on it. The entity have also created
customer complaint account in its website, which they tries to resolve if any complaints comes
and respond to enquiries. The firm takes the enquires or the complaints most seriously and then
provides counselling sessions to its employees. This in turn helps this organization to handle
unhappy customers in better way.
4b) McDonalds has certain legislative area such as privacy law since it relates to collection,
storage and utilization of consumer information for the enterprise. When responding to enquiries

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and customer complaints it receives, the fast food corporation complies with consumer
protection complaints. This motivates the customers to discuss the circumstances before making
any kind of complaint. The complaint handling procedure under this legislation is given as
under-
 Any individual can make complaint involving several details about the problems as
possible by providing written application to the company.
 The company will investigate few situations that is involved in complaint as well as
respond to the customer within 30 days relating to the findings as well as actions
following investigation.
 After taken into account the customer response, if he is still not satisfied with the solution
then they might escalate their complaints to Consumer Protection Agency directly.
Nevertheless, the company also makes compliance with consumer protection law by
maintaining procedure to protect customers personal information. The company has also
established, documented and also makes accessibility to consumer feedback as well as
complaint handling policies. McDonald’s Australia also does not engage in making
unsolicited customer agreement. Overall, Macca also maintains compliance with
‘Competition and Consumer Act 2010’ and ‘Australian consumer law’ requirements (Howell
2015). The Australian consumer law protects the clients and also assures fair trading in this
economy. This entity has adopted consumer protection policy and also aligned with
Consumer Protection Strategy for protecting the requirements and interest of customers.

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Conclusion
From the above discussion, it can be concluded that Mc Donalds has been implementing
several business strategies for delivering proper customer service. The company also maintains
ethical consideration while offering proper customer service. In fact, the company recruits skilled
HR manager for mentoring and coaching the employees of the company. The management of
McDonald has created new position ‘ runner’ for solving any kind of complaints and resolving
enquiries. The enterprise also complies with ‘consumer protection laws’ before delivery service
to the customers.
References
Ceil, C. 2017. Service Quality and Branding Strategies at McDonalds.
Forbes.com. 2018. Why McDonald's Is Looking To Track Customer Data. [online] Available at:
https://www.forbes.com/sites/greatspeculations/2017/04/13/why-mcdonalds-is-looking-to-track-
customer-data/#3b34119235fb [Accessed 31 Dec. 2018].
Hickman, C.R. and Silva, M.A., 2018. Creating excellence: Managing corporate culture,
strategy, and change in the new age. Routledge.
Howell, N.J., 2015. Revisiting the Australian code of banking practice: is self-regulation still
relevant for improving consumer protection standards. UNSWLJ, 38, p.544.
Jacobs, F.R., Chase, R.B. and Lummus, R.R., 2014. Operations and supply chain management
(pp. 533-535). New York, NY: McGraw-Hill/Irwin.
Mcdonalds.com.au. 2018. McDonald's Australia. [online] Available at:
https://mcdonalds.com.au/ [Accessed 31 Dec. 2018].

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QSR magazine. 2018. How McDonald's Can Improve Customer Service. [online] Available at:
https://www.qsrmagazine.com/news/how-mcdonalds-can-improve-customer-service [Accessed
31 Dec. 2018].
Razaka, M.Z.B.A., Iliasb, A.B. and Razakc, S.F.F.B.A., 2016. Experiencing Fast-Food
Restaurant Service Quality: An In-Depth Analysis On Customer Reviews.
Robertson, N., McDonald, H., Leckie, C. and McQuilken, L., 2016. Examining customer
evaluations across different self-service technologies. Journal of Services Marketing, 30(1),
pp.88-102.
Verma, D. and Verma, D.S., 2013. Managing customer relationships through mobile crm in
organized retail outlets. International Journal of Engineering Trends and Technology, 4(5),
pp.1696-1701.
www.mcdonalds.com.au. 2018. [online] Available at:
https://apply.mcdonalds.com.au/public/fileServer.cfm?activityContentId=22141 [Accessed 31
Dec. 2018].