Report on Customer Service Strategies: McDonald's and KFC Comparison

This report provides a comparative analysis of the customer service and selling strategies employed by McDonald's and KFC. It begins with initial impressions of both companies, highlighting McDonald's use of social media for promotion and its focus on affordable products and quality management, while noting KFC's popularity for fried chicken and low-cost menu options. The report then delves into specific transactions, assessing the elements of good service present in each company, such as consistency and innovation at McDonald's and efficiency at KFC. It offers overall impressions of customer satisfaction at McDonald's and the appeal of KFC's side dishes, followed by suggestions to senior management for both companies, including proactive management and staff retention. Finally, the report concludes with a personal philosophy on customer service, emphasizing the importance of honesty, customer-centricity, and exceeding customer expectations.

Selling and customer service

Selling and customer service 1
Contents
Initial thoughts/impressions of McDonald's..........................................................................................2
Analysis of transaction for McDonald's.................................................................................................2
Elements of good service present for McDonald's.................................................................................2
Overall impression for McDonald's.......................................................................................................2
Suggestions or comments to senior management for McDonald's.........................................................2
Initial thoughts/impressions for KFC.....................................................................................................4
Analysis of transaction for KFC............................................................................................................4
Elements of good service present for KFC............................................................................................4
Overall impression for KFC..................................................................................................................4
Suggestions or comments to senior management for KFC....................................................................4
Personal philosophy about customer service.........................................................................................5
References.............................................................................................................................................6

Selling and customer service 2
Initial thoughts/impressions of McDonald's
McDonald's is completely immersed in social. The company makes use of social accounts to
advertise and promote products. The company stays competitive and offers healthy and
natural choice for the families. All the restaurants of McDonald's are authentic and
transparent.
Analysis of transaction for McDonald's
McDonald's design goods and services in order to offer affordable products to customers. The
products are even minimized in the size to offer affordable products. The company
maximizes quality through the quality management process. McDonald's conduct processes
and capacity design relied on efficiency (Raju, Singh & Tariyal, 2015). The company attains
maximum market reach through the operations management.
Elements of good service present for McDonald's
The elements of service at McDonald's comprise consistency, innovation, and resiliency. The
company is consisting in offering services at the same level as the customers. The same type
of culture is followed in all the chains of the McDonalds. The innovation has great role in
enabling constant growth of the company (Mathur, 2017). The company acknowledges well
its concerns through the resiliency. The dedicated resources contribute to addressing the
concerns.
Overall impression for McDonald's
Customer satisfaction holds significant value in the overall impression of McDonald's. The
service quality has great role in satisfying customers than offering products on the discount.
The company is greatly focused on employees and customers. McDonald's connects with the
employees through strong social network. The customers are also kept in touch through social
media channels (Rodrigues, Nikhil & Jacob, 2016).

Selling and customer service 3
Suggestions or comments to senior management for McDonald's
The senior management of McDonald's is suggested to be consistent to communicate and
maintain rules. The managers are also required to manage proactively by staying ahead.
Managers being proactive can tackle staffing requirements, marketing campaigns, menu
changes, and updated technology. The senior management is also suggested to prioritize staff
retention as replacing staff is a huge expense for the company.

Selling and customer service 4
Initial thoughts/impressions for KFC
The customers visit the KFC on a regular basis. The food of the restaurant tastes good but is
very greasy. The company is known for its low-cost menu options which can be prepared at
lightning speed.
Analysis of transaction for KFC
KFC adds value to the customer experience as a significant component of the business. The
delights are innovative and add value to the customers and therefore enhance customer
satisfaction. The company curtails the service time by 50% and enhances the productivity of
the employees (Harrington, Ottenbacher & Fauser, 2017).
Elements of good service present for KFC
The services of KFC contribute to faster and efficiently work. KFC is specialized in offering
non-veg food products at reasonable prices. The company is efficient in offering service
within the minimum period of time (Wambui, Judy & Stephen, 2019).
Overall impression for KFC
The first thing comes in mind is fried chicken when someone says “KFC”. The company has
attained popularity for selling fried chicken. People prefer to visit KFC because of the side
dishes.
Suggestions or comments to senior management for KFC
The senior management is suggested to display a positive attitude and promote transparency
with the employees. In order to be consistent, KFC is required to be a model of stability for
the employees. The management should plan ahead by anticipating needs and problems.

Selling and customer service 5
Personal philosophy about customer service
The customer service is deliberated to be important for the business. The customer service is
all about the experience delivered to the customers. It is an opportunity to surpass the
expectations of the customers. I think it is required to be honest, customer-centric and think
like a customer for better customer service. I believe that customer service can overtake the
price and product as a differentiator. By prioritizing customers, it is possible to empower
team to do greatest work.

Selling and customer service 6
References
Harrington, R. J., Ottenbacher, M. C., & Fauser, S. (2017). QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and
Starbucks. International Journal of Contemporary Hospitality Management, 29(1),
551-570.
Mathur, S. (2017). Glocalization in Fast Food Chains Glocalization in Fast Food Chains: A
Case Study of McDonald's. In Strategic Marketing Management and Tactics in the
Service Industry (pp. 330-347). IGI Global.
Raju, N., Singh, S., & Tariyal, M. (2015). Service Quality of McDonald's. Global Journal of
Enterprise Information System, 7(3).
Rodrigues, J., Nikhil, S., & Jacob, S. (2016). Promotional Strategies of McDonalds and
Market Effects. Journal of Management Research and Analysis, 3(1), 53-55.
Wambui, G. A., Judy, K., & Stephen, M. (2019). Offer quality affecting consumption of
hospitality products and services in franchised restaurants in Nairobi Central Business
district Kenya. Hotel and Tourism Management, 7(1), 37-46.