Report on Customer Experience Management at McDonald's: Strategies

This report provides a comprehensive analysis of customer experience management, focusing on McDonald's. It begins by exploring the importance of understanding customer needs, wants, and demands, highlighting how McDonald's caters to these through its products and services. The report then delves into customer engagement strategies, examining how McDonald's fosters relationships with its customers through various methods, including customer experience initiatives, brand humanization, social media promotions, and personalized communication. Furthermore, the report includes a customer experience map, identifying key touchpoints such as websites, management practices, restaurant ambiance, staff interactions, and email communications. Customer touchpoints are analyzed, including an example conversation between a manager and a customer, and the challenges faced by McDonald's in providing excellent customer service. The report also covers customer relationship management, discussing how digital technology impacts customer relations. Finally, the report explores customer service strategies employed by McDonald's, including empowering staff, conflict management, and employee training, with a customer audit trail and observations on the ambiance and first impressions of the McDonald's branch.

Managing customer
experience

INTRODUCTION
Customer experience as a method of evaluating and analysing the customers towards our
product or service. The management of customer service is process of the way in which service
is provided to customers in online manner or offline manner. This consist of evaluating the
customers in such a way that services as well as products are being delivered to the customers by
a personalized experience. This is helpful in providing quality products to customers and being
loyal to them. The present report is based on the company naming McDonald's. This is a us
based food service providing company. The food chain of McDonalds is running across the
world. This is one of the most popular food chains across the globe. It is famous for providing
quality food products to customers. Moreover, this organisation provides good infrastructure and
food to different people around the world. This present report discuss about various aspects and
importance of customer needs and demands towards company (Alexander, 2013). There is
discussion about impact of customer engagement on potential customers. Experience map for
this organisation is developed and customer touch points are created. Customer service strategies
in context of food sector are provided.
TASK 1
P1
It is very important for each and every organisation to evaluate demands and needs of
their customers in order to remain in market for longer (Needs and wants of consumer, 2019).
And increased customer satisfaction is beneficial for company's profit. Different individuals have
different preference and perception towards anything so in case of products to vary from person
to person (Hsiao, Chang, and Tang, 2016). Needs and demands of customers are divided into
the following

(Source: Needs Wants and Demands: Marketing Concept, 2019)

Needs - it is known as basic need of humans that includes shelter food water etc. All days
are necessities of every person and they are not avoidable things ((Ariffin, and Maghzi,
2012)). In case of McDonald's it is providing quality food items to people since years. It
has a very good reputation across the world increasing customer satisfaction the day it
started it started it's business. McDonald's use various ways for attracting people. On the
other hand, there is no compromise on rates of this product. Lower income category
customers cannot afford food items of this organisation.
Illustration 1: Understanding the concept of needs, wants and demands

 Wants - These not permanent temporary Desire of an individual. Want is defined as
particular need which develops in environment of surrounding of the person. McDonald's
ensures that it is meeting needs and demands of all customers. McDonald's do not
compromise with its rating of food (Bilgihan, Kandampully, and Zhang, 2016). This
organisation is selling its food items comparatively at a higher rate.
 Demands - each and every customer is different and has unique perception towards a
product. It is responsibility of the organisation that they are fulfilling all needs demands
of customer in order to fit their customers.
P2
The concept of customer engagement is the process of encouraging customers to share
their experience with the company (Islam, and Rahman, 2016). McDonald's is having strong
customer engagement as people provide their feedbacks and views on the products offered by
this organisation. Various ways of customer engagement of potential customer service sector
industry are provided below -
Customer experience - this is an essential part of the organisation in creation of good
customer experience and this is beneficial in creating value among clients (Blázquez, 2014).
McDonald's is having a high customer satisfaction level and this develops opportunities to attract
more potential customers.
Humanize the brand –This is helpful in creating trust as well as loyalty among
customers. McDonald's uses various blogs and website for customers to use their service.
McDonald's is using Ronald McDonald who is a clown character which is used as primary
mascot of this fast food restaurant chain.

Social media promotions- This is the best manner in which organisations can create
interest of their products in customers. Social media is used by most of the customers across the
world. This is a pocket friendly method of attracting potential customers within less time and
cost.
Personalizing customer communication - this is very essential and it is the form which is
auto generated email that is created On special occasions and birthdays of customers ( Harris,
and Daunt, 2013). It creates high level of customer involvement and engagement in the
organisation. It also creates feeling of privilege in the company.
.
TASK 2
P3
Customer experience mapping is the method of identification and estimation of various
customers feel connected towards the products and services offered by the company (Ozuem,
Thomas, and Lancaster, 2016). Every organisation wants to develop and grow within market
and does it is necessary to keep track of activities customers and know what kind of service they
want from the organisation. McDonalds management is taking care of their customers since
many years. They are providing quality food items to people around the world. Face describe
which McDonalds spread it's message within customers-
Website - is an effective way to reach potential customers. McDonalds provide platform
for the customers to share their feedback in the form of videos, pictures, etc. By using websites it
is more easier to attract more number of customers within less time. Also this is more pocket
friendly to the organisation. When McDonalds decides to launch any new dish or snack within
it's organisation then they put advertisements on the website.
Management of the organisation - McDonalds managers provide several trainings to
their staff people. In this way they can provide good service to customers. Search trainings are
based on aim of providing knowledge about treat customers and impressive body language
(Cetin, and Dincer, 2014). Of McDonald is given training on how to work under stress and be

positive in every situation. Race training employees and staff members of McDonalds to know
how to increase the level of customer satisfaction.
Ambience of the restaurant - customers visit restaurant to have a pleasant ambience
while eating food. Every organisation has to develop a good ambience. McDonalds provides
structure restaurant across the world. Generally, McDonalds flat in shopping malls, highways,
etc.
Staff and employees- customers are most important asset of every organisation and they
have to be treated very well. Customers are treated in a good manner it is helpful in customer
experience (Ali, Amin, and Cobanoglu, 2016). In context of McDonald's several trainings are
provided to Staff for improving the performance and providing good services to potential
customers of the company
Email – Emails are used by organisations to reach customers and communicate with
them regarding the services and products they are providing. In context of McDonald’s,
information of customers is collected and their feedbacks are taken on regular basis (Garg,
Rahman, and Qureshi, 2014). To improve performance of the company.
P4
Customer touch points are business jargon which is generally used by companies while
information with customers and clients. It is beneficial for the organisations to attract more
people maximize opportunities within market. In context of McDonald's it is using good touch
points for increasing the satisfaction level of their customers. It is very beneficial in improving
and maintaining relation between customers and the organisation (Yang, Liu, and Li, 2015).
This provides McDonalds to use effective touch points enhance the relationship of the
organisation with potential customers. The main challenge faced by customers of McDonald's is
that it is a very crowded place and sometimes the rate of delivery is very low. People have to
wait for a very long time enjoying their meals and orders. Also while working under pressure
Sometimes this staff and employees working of a dead do not speak politely with the clients and
customers. This strictly impacts the performance of this organisation and customers start judging
the services provided by these people (Gyung Kim, and Mattila, 2013). It is therefore day

responsibility of McDonald's to provide proper training to staff and employees so that they know
how to behave with customers as these are the most important asset of any company. This
training may be development of soft skills, body language and gestures being polite and positive
at workplace, how to keep workplace environment positive, how to work under pressure, etc.
Following is a conversation between the manager and the customer of McDonald -
Employee: hello mam, a very good evening to you. How may I help you?
Customer: very good evening. I want to reserve table for four.
Employee: Sure sir. May I know the timing and date you will prefer.
Customer: As tomorrow is my son’s birthday so we have decided to celebrate his birthday at
your place. The timing will be tomorrow i.e. 10th November, 5:30 in the evening.
Employee: Ok sir.
Customer: Can I order now and pay it online?
Employee: Sorry mam. It’s not allowed. Tomorrow when you will come, payment can be made
after your order is given.
Customer: Okay, then Book my table. Thanks a lot.
Employee: Thank you Sir. I am booking your table and will decorate it too for your son. Once
again evening mam. Take care.
TASK 3
P5
Customer relationship is a term that includes different policies, strategies, technology and
practices used by any firm to develop relationship with customers. In this way, business
operations are managed and handled in context of customer relationship. Digital technology has
great influence on relation with customers. These are listed below -
Feedback – It is easy for the companies to take help of social media to advertise their
services and products to people. It is the easiest way for McDonalds to meet a wide range of
potential customers.
Direct communication – McDonalds always welcome customers if they are having any
problem or issue. They can directly contact through social media sites such as Facebook,
Instagram, Twitter, Website, etc.

Analysis of issues and queries – The use of digital technology helps in contacting with
customers and solving their problems and queries quickly(Komunda, and Osarenkhoe, 2012).
Talented and skilled employees are working in the company. Issues and queries of customers is
resolved effectively.
TASK 4
P6 :
Customer service strategy is very important part of business plan of the company.
McDonald’s have an objective of satisfying customers so that all needs and demands of
customers are achieved in less time. Different strategies are developed in Mc Donald’s for
enhancing customer service. Some of these are mentioned below-
Empower staff to increase satisfaction among customers- As staff and employee are the
only individuals who are directly providing services and products to customers within Mc
Donald’s. It is necessary to improve their performance and abilities to provide effective services.
An expert can be hired by this company who can tell about the ways in which customer
experience can be enhanced (Shah, Kumar, and Kim, 2014).
Conflict management- When many individuals are doing similar activity or job, there are
chances of fights and conflicts. Thus managers and leaders of every organisation must be able to
manage and handle all kind of conflicts in order to provide a positive workplace to it’s
employees. Employees can work more effectively when there are less fights and conflicts.
Satisfaction level of employees reflects the performance of them. If satisfaction is high, there
will be more profit to the company as employees will provide good service to customers.
Provide trainings to staff – As mentioned above, employees and staff members are the
ones on whom profits of the company depends. Managers and leaders are given training for
enhancing their leadership qualities (Spiess, and et. al., 2014). Other staff including desk
managers and delivery guys are given training on how to work under pressure and be positive in
different situations. Mc Donalds provides training to it’ s employees on regular basis so that
profit of the company does not becomes low

P7:
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Mc Donald’s
Date and time of visit: 10th November, 2019
Ambience and First Impressions:
Things that were good? What were bad things? Business change?
The surroundings of this place
is very pleasant and attractive.
Waiting line of customers is
too long as this place is very
crowded.
The management of providing
food orders to customers must
be quick and number of
serving staff can be increased.
Signage, Tariff Boards, Labelling, etc.:
Things that were good? What were bad things? Business change?
There were proper labels for
entry and exit gates. Food
delivery and self-service is
managed properly (Torres, Fu,
and Lehto, 2014).
Some customers were there
who cannot figure out where to
take food orders.
Staff members can be hired for
helping people to know where
to take food orders from.
Prices:
Things that were good? What were bad things? Business change?
Food items and drinks offered
by Mc Donald’s are provided
at affordable price and middle
level income and high income
customers can easily buy them.
The prices are high for
customers having low income.
The food can be provided to
customers by offering
discounts and offers in their
food meals.

Range of Products:
Things that were good? What were bad things? Business change?
Mc Donald’s provides quality
food to people and at Mc
Donald’s customers are
provided free Wi-Fi facilities.
When number of customers
are more, then staff is not able
to provide fast delivery of
food.
I would ensure that customers
are given fast food delivery
and service.
Staff:
Things that were good? What were bad things? Business change?
Customers are provided
satisfaction by giving quality
food items.
Few employees of this
organisation are rude and some
are lazy who cannot deliver
service effectively.
More skilled and talented
employees can be hired
trainings can be given to
existing employees.
Time:
Things that were good? What were bad things? Business change?
Quality food items and drinks
are given by Mc Donald’s.
Sometimes, customers are not
given effective services
There should be proper
management of food orders
provided to customers within
time.
Supplementary Items:
Things that were good? What were bad things? Business change?
Quality food products are
given to Customers.
There are no attractive
discounts and offers provided
to customers.
Customers should be given
other complimentary services
with food items like free
dinners, cash backs, cash
prizes, etc.

Payment:
Things that were good? What were bad things? Business change?
Mc Donald’s provides food
by taking both cash, card,
online transfers, etc.
Sometimes people do not use
online methods so all
applications must be used in
this organisation which are
trending and used by
customers to make payments
(Yang, Liu, and Li, 2015).
New payment applications
must be used for payments.
CONCLUSION
From the above discussion, this is concluded that customer experience management is
very important as customer satisfaction leads to profit of organisation. Different organisations
must satisfy their customers and offer attractive services to all customers. Companies can
provide effective services to customers by meeting their needs and demands. After doing this,
customer satisfaction is increased and customers are made happier. Digital technology and new
techniques used in the organisation are essential for building strong customer relationship. Mc
Donald’s offers quality food items to customers and satisfaction level of customers becomes
high.

REFERENCES
Books and Journals
Alexander, K., 2013. Facilities management: theory and practice. Routledge.
Ariffin, A. A. M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel
hospitality: Influences of personal and hotel factors. International Journal of Hospitality
Management. 31(1). pp.191-198.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
Gyung Kim, M. and S. Mattila, A., 2013. Does a surprise strategy need words? The effect of
explanations for a surprise strategy on customer delight and expectations. Journal of
Services Marketing. 27(5). pp.361-370.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management Journal.
18(1). pp.82-103.
Shah, D., Kumar, V. and Kim, K. H., 2014. Managing customer profits: The power of habits.
Journal of Marketing Research. 51(6). pp.726-741.
Spiess, J., and et. al., 2014. Using big data to improve customer experience and business
performance. Bell labs technical journal. 18(4). pp.3-17.
Scherer, A., Wünderlich, N.V. and Von Wangenheim, F., 2015. The Value of Self-Service:
Long-Term Effects of Technology-Based Self-Service Usage on Customer Retention. MIS
quarterly, 39(1).
Torres, E. N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. pp.255-262.
Hsiao, C.H., Chang, J.J. and Tang, K.Y., 2016. Exploring the influential factors in continuance
usage of mobile social Apps: Satisfaction, habit, and customer value
perspectives. Telematics and Informatics, 33(2), pp.342-355.
Islam, J.U. and Rahman, Z., 2016. Linking customer engagement to trust and word-of-mouth on
Facebook brand communities: An empirical study. Journal of Internet
Commerce, 15(1), pp.40-58.

Ozuem, W., Thomas, T. and Lancaster, G., 2016. The influence of customer loyalty on small
island economies: an empirical and exploratory study. Journal of Strategic
Marketing, 24(6), pp.447-469.
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management, 25(4), pp.449-
475.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing. 32(sup1).
pp.S97-S113.
Online
Needs and wants of consumer, 2019. [Online]. Available
through:<http://inevitablesteps.com/wp-content/uploads/2016/03/slide1.png>