Customer Service Analysis: McDonald's Customer Requirements and Audit

This report provides an analysis of McDonald's customer service, focusing on how the company gathers information on customer requirements and satisfaction levels. It explores various sources, including customers, staff, management, and customer records, to assess service quality. The report also includes a customer trail audit by observation, identifying areas for improvement within McDonald's outlets. Key findings highlight the importance of customer satisfaction through ambiance, efficient service, and effective communication. Suggested improvements include enhancing the welcoming experience, addressing customer grievances promptly, providing consistent service, and optimizing staff levels. The report emphasizes the need for McDonald's to prioritize customer satisfaction to maintain its reputation as a leading fast-food chain. References from various academic sources support the analysis.

CUSTOMER SERVICE

3.1 Sources of information for McDonald’s on customer requirement and satisfaction level to
judge the customer service quality
There are many sources by which McDonald can get the information on customer
requirement and satisfaction level so that customer service quality can be judged. These sources
are like customers themselves as well as staff of the organization. Also, information from
management and customer records (past information) can also be gained. These sources can be
understood by the following ways:
Customers – They are the king of market on which success and failure of an organization
depends. Thus, in order to assess the customer requirement and satisfaction level, McDonald can
take feedback from its customers that whether they are satisfied with the products and services of
firm or not (Baran, Galka and Strunk, 2008). It proves to be an effective source as firm receives
direct response that helps it in gaining accurate data on which effectual decision can be made.
However, it serves as a hectic method of collecting information as it is not important that every
customer feels in the same way as of another.
Staff and Management – Another source that plays a significant role in providing
information about the service quality of McDonald is its staff and management. By interacting
with the customers while rendering services to them, employees can gather information
regarding the satisfaction level of customers and make management aware about that. On the
basis of this data, firm can make modification in the products and services. This source proves to
be beneficial for McDonald as it does not involve any cost and makes decision at a fast pace
(Kumar and Reinartz, 2012). On the other hand, there is one limitation that customers may give
fake response in front of the employees.
Customer Records – Apart from that, customer records, that is, past information also
serves as a beneficial tool through which data on the satisfaction level of customers can be
gained and evaluated through which customer service quality rendered by McDonald can be
judged. This source acts as a method by which organization can observe the requirements of
people and serve them accordingly. However, it is not important that past records will always
match with the needs of present customers.
3.2 Customer trail audit by observation in McDonald and suggest improvements
It is important for every hospitality firm to provide customer satisfaction to their
customers. Through observation, firm can easily identify the satisfaction level of the customer
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and even the find out the services which are satisfying them more. In case of McDonald, the
ambience of the outlet matters a lot for the customer to create positive attitude towards the hotel.
There was a major difference between the expectations and the reality which made the customer
dissatisfied. For doing the audit of firm, McDonald can analyze the records like finance
transactions, communication system. By observing that, it was found that the time is taken more
by staff to provide the food to the users. By this, McDonald came to know the satisfaction level
of the customers (Jha, 2008). By observation it was found that, the welcoming which is given in
the outlet is not appropriate because it was seen that the customer did not gave proper response
after seeing the services of the staff. Even there was a vast communication gap between the
customer and the staff. There was only little manpower to serve the customers. The line was also
big which made the customer dissatisfied. It is important for the McDonald to make the guest
satisfied because as it is one of the most famous food chain and the people are fond of the food
which they serve in their outlet. The customer can be satisfied only when they are given value for
the money they are paying for (Bae and et.al., 2013).
There are several improvements which can be made in enhancing the customer
satisfaction. The most important aspect is welcoming the customers the first impression should
be good. The customer should be given the services according to the promise which is made by
the hotel. This will help in increasing the satisfying level. Even they can handle the grievances of
the guest effectively and within no time this will make them contented with the services. Apart
from that, the services which should be provided to the customer should be consistent (Baran,
Galka and Strunk, 2008). Even the time taken by the customers can be reduced if the manpower
in the McDonald can be increased. The communication problem can be solved if there is direct
communication between the staff and the customer who is taking the services.
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REFERENCES
Bae, Y. K. and et.al., 2013. An Importance and Satisfaction Analysis of Selection Attribute by
Rural Theme Park Customers-A Case Study on Anseong Farm Land. Journal of Korean
Society of Rural Planning. 19(2). pp.1-1.
Baran, R. J., Galka, R. J. and Strunk, D. P., 2008. Principles of Customer Relationship
Management. Cengage Learning.
Jha, L., 2008. Customer Relationship Management: A Strategic Approach. Global India
Publications.
Kumar, V. and Reinartz, W., 2012. Customer Relationship Management: Concept, Strategy, and
Tools. Springer Science & Business Media.
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