Improving Customer Experience: Recommendations for McDonald's

This presentation delves into customer experience management at McDonald's, emphasizing the importance of customer satisfaction in today's business landscape. It explores how McDonald's can customize its products and services by widening food options and enhancing its delivery system to meet customer demands for ease, comfort, and variety. The presentation suggests leveraging technology to become more customer-centric, such as developing better online services, door delivery, and online booking applications. It also highlights McDonald's current focus on online ordering and payment systems, recommending that the company ensure effective management of online traffic to avoid mismanagement issues. The conclusion underscores the potential for improvement through proper implementation of these innovations, supported by references to relevant research and publications.

Customer Experience Management

Purpose of the topic
• I would like to deal with the issue of
customer satisfaction. I have chosen
this topic as this is one of the most
important business aspects of the
modern day scenario. I have selected
MacDonald’s as my organization.

Purpose of the presentation topic
• The main purpose behind choosing
this presentation topic is to
understand why is customer
satisfaction so important for the
organizations. It helps organizations
to understand their areas of
weakness and recognize the places
of their growth.

Customization of products and
services
• Customization the products and
services will always help MacDonalds
to widen the range of food options
for their customers. For an instance
adding new items on the menu would
be very helpful.

Contd.
• As the customers are looking for
ease, comfort and variety, the
company can also boost their delivery
system. They have to increase their
area of delivery system.
• Both pick up and home delivery are
to be developed for satisfying the
customers.

Becoming more customer centric
• MacDonald’s can become more
customer centric by taking the help
of technology. In this modern 21st
century , customers all over the
world are becoming digitalized.
Therefore, the company must
develop better online services, door
delivery, online booking and other
such applications.

Contd.
• MacDonald’s is currently trying to
focus over the online ordering and
paying systems. They are doing an in
depth analysis of the kinds of
payment methods used by
customers. This will help them to
design their apps accordingly.

Conclusion and Recommendation
• Thus, it is recommended that
MacDonald's has a huge chance of
improvement on using all these
innovations in a proper manner.
• However, they have to make sure that
they are being able to manage the online
traffic as well. Unlike Starbucks, they
should not suffer from mismanagement
due to overflow of online orders.

References
• Clark, R. M. (2016). Intelligence analysis: a target-centric approach. CQ press.
• Güçdemir, H., & Selim, H. (2017). Customer centric production planning and control in
job shops: A simulation optimization approach. Journal of Manufacturing Systems, 43,
100-116. https://doi.org/10.1016/j.jmsy.2017.02.004
• Manral, L., & Harrigan, K. R. (2018). Corporate advantage in customer-centric
diversification. Journal of Strategic Marketing, 26(6), 498-519.
https://www.tandfonline.com/doi/abs/10.1080/0965254X.2017.1299789
• Luca, N. R., Hibbert, S., & McDonald, R. (2016). Towards a service-dominant approach to
social marketing. Marketing Theory, 16(2), 194-218.
https://journals.sagepub.com/doi/abs/10.1177/1470593115607941
• Merrilees, B. (2017). Experience-centric branding: challenges and advancing a new
mantra for corporate brand governance. Journal of Brand Management, 24(1), 1-13.
https://link.springer.com/article/10.1057/s41262-017-0027-7
• Sparrow, P., Hird, M., & Cooper, C. L. (2015). Customer Centricity and People
Management. In Do We Need HR? (pp. 54-85). Palgrave Macmillan, London.
https://link.springer.com/chapter/10.1057/9781137313775_3

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