BIZ104 - McDonald's CEM Strategy: Recommendations for Customer Focus

This presentation provides recommendations for McDonald's Customer Experience Management (CEM) strategy, focusing on becoming more customer-centric. It analyzes research findings indicating negative impacts on customer satisfaction due to unmet needs and website issues. The presentat...Read More

Customer Experience
management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Research Analysis Findings.........................................................................................................3
CEM strategy recommendation:..................................................................................................4
Customer journey mapping..........................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience is related to the business which affects the feelings and the perception
of the customer about it. It is the sum of all the interactions in which the customer make with the
organisation over their whole life. It is the main consideration every enterprises to give the better
customer experience so that they can visit or make purchase the organisation again (Lin, Zhang
and Gursoy, 2020). McDonald's is the chosen organisation for this report, It is an American fast
food company which is founded in 1940s and the restaurant is being operated by the Richard and
Maurice in California, United States. The company is headquartered is in Chicago, Illinois, U.S.
This report will cover the Research analysis findings and also recommend the CEM strategy by
which company can effectively develop and improve their products and also provide and make
the customer journey map in order to analyse the overall satisfaction of the customers.
MAIN BODY
Research Analysis Findings
From the analysis of the assessment-2 , It is evaluated that the company is facing negative
impact on the customer satisfaction as they are not meeting the needs and wants of their potential
customers in the target market by which they tends to earn minimum profits. As the McDonald's
is facing adverse impact as they are not meeting the customised food services of their customers
and they are not able to choose the best ingredients out of available one. Another reason is
website is hanging by which customer can not easily order what they tends to and they needs pot
visit the store for their desire. This make problem for the customer in order to meet their
satisfaction from the restaurant (Dew, 2018).
Another reason for the adverse impact of the McDonald's is, customer can not pick-out
the ingredients as there are allergenic to any product so this make problem for the customer ans
they tends to leave the whole food items and by which company is unable to meet the
satisfaction of the customers in the large market.

CEM strategy recommendation:
Customer experience management is a process of tracking, overseeing and organising the
interaction between company and customers in order to build healthy relations throughout
customer life cycle. The Customer experience management of McDonald's mainly uses 360
degree views of customer so that they can provide better customer experience. In order to create
an effective customer experience strategy it is necessary to understand the needs and behaviours
of customer. The team of customer experience management must create customer profile in order
to understand how to market to target audience (Dirsehan, 2020). They must also focus on
creating customer vision by identifying customer touchpoints and predict how they interact with
products and services of brand. The effective customer experiences helps in developing
emotional connection by establishing healthy and good relationship between company and
customer. It is essential to capture customer feedback so that McDonald's can track customer
perception and enable quality monitoring. Through customer experience management company
can retain their customer by accomplishing their needs and demands. It is a concept through the
company and customer can develop smooth connectivity for achieving business goals as well as
customer expectations. There are few ways through which McDonald's can improve customer
experience and increase the revenues they must create clear customer experience vision,
understand the target customer, create emotional connection with customer, capture customer
feedback and act upon regular employee feedback.
There are many aspects which can cause the bad customer experience and in order to bring
improvement in the customer experience management, it is essential for the company
McDonald’s to come up with such strategy which can help in brining improvement in it (Abrian,
2020). So in order to bring improvement in the customer experience management, the following
strategy can be used by McDonald which are discussed below-
In terms of McDonald's several recommendations are given to the organisation which are
enlightened as under:
Using of mobile marketing for reaching to customers: In current time mobile is regarded as one
of the prominent resource for the organisation in order to develop their marketing tools and to
reach out to maximum number of customers. Usage of internet has developed in recent times
which makes this easier for the organisation to target their audience and reach out to them easily.
In the context of McDonald's as the organisation is having global market presence and for them

management of customer experience is holding primal degree as this leads the organisation to
acknowledged sentiments of their customers and to understand voices of their customers. With
the help of mobile marketing personalised content can be delivered to customers which is one of
the significant way can be used by McDonald's in order to examine level of market effectiveness
of their burgers (Ho and Wei, 2017)
In recent time customer experience is regarded as significant metrics which helps the
organisation to grow and sustain into the market. Using mobile marketing McDonald's may
prepare better future experience to their customers in terms of customer loyalty and satisfaction.
Marketing is the approach which is customer centric and using of mobile marketing is one of the
smart move exerted by McDonald's for creation of customer centric approach in such a way that
significant loyalty can be attained by the organisation which may result in better market position
and profitability as well. For McDonald's acquiring market position is highly required as they
have high number of competitors. For the purpose to deal with competitors, McDonald's is
required to opt some significant and distinct methodology and mobile marketing is one of the
primal movement that can be used by McDonald's for reach out to their customers. Using mobile
marketing the company may become more customer centric and this is beneficial in terms of
gaining sustainability and higher market existence. By up keeping of market trends McDonald's
can acquire distinct competitive edge into the market using differential media of marketing
which is mobile marketing.
Customer feedback: In order to know the reason behind the good or bad experience of the
customer, it is essential to take the reliable method of the collection of insight fro, customers so
that the appropriate action can be taken and the impactful changes can be made. Feedback from
customers can be referred to as the information which is collected from the customers in respect
of their experience from the product or service, website or the business as the whole. The
feedbacks can be used by McDonald’s in order to reduce or remove the areas of friction and also
increase the positive touchpoints.
Taking feedback is not a difficult task, rather to make sure that it is analysed and
measured effectively is essential so that no opportunity is lost which may be used to bring
improvement in the customer experience and also leverage the growth potential of the company.
There are different metrics which may be used by McDonald’s in order to measure the customer
experience which includes customer satisfaction score, customer effort score, time to resolution

and many others. customer satisfaction score measures the satisfaction level of customer with
product or service it has received. It may be expressed with 7 or 5-point scale or by binary yes or
no answer (Lee, 2018). Then customer effort score is mainly used to measure the experience
with the offering in terms of the how easy or difficult it is for the consumers to complete the
action. These surveys may be sent by McDonald’s after the interaction with the customer service
with the questions like how easy or difficult it was to resolve the issue today or in terms of rating
scales ranging from 1 to 5 or 7. Then is time to resolution method which is average length of the
time taken to resolve the issues of the customer by the customer service team. It is usually
measured in the business hours or days and is then calculated by adding all the times to the
resolution and then dividing result by the number of cases resolved (Quynh and et. al., 2020).
Customer journey mapping
It is the most important process through which the customer use to make the judgement
before buying any product there is being given that all the stages and the perspective which are
given in order to manage the client's venture stage is considered. It provides the progressive
objectives and the striding methods through which the focus and the management of the tackling
critical situation for customers are considered. Customer journey map as in context to McDonald
is mentioned thereunder: Step1: Analyse your persona- IT is important for McDonald's to manage and make the
persona through which customers can be attracted and their can be made a respective
image of the brand and product services which are being given. This data making will
help out to manage and make the key undertakings, objectives, inspirations and all the
other methods through which they can analyse the need where they need to make the
growth and improvement. This is the first step for McDonald's so as to male the effective
methods and top solve the issues through customer journey map. It inspire and manage
all the key conditions. Step2: Define customer phases- It is an important method in which when the analysis is
being made this will help out to provide and it focus on managing the gathering of
information about the services and the changes which are needed to be made. It consist of
planning cycle through which company manage and frame better planning. McDonald's
can frame and implement better planning structure though this.

 Step3: Touchpoints of customers- it is the important factor through which the
significant areas of the company is considered this helps in managing the client
satisfaction and management. McDonald's can eventually implement all the methods
through which they can frame and execute the method in which client contact,
relationship can be managed (Han, Lee, and Kim, 2021).
 Step 4: conduct research- Once the touch points are determined, the company must focus
on performing the business practices. By conducting the research McDonald’s can take
better decisions so that sales and revenues are enhanced.
 Step 5: Determine the points of friction- McDonald’s must determine its strength and
weakness so that better decisions are taken. By identification of the same, the company
can recognize the erosions which have occurred so that business activities are carried out
in such manner in which the wants and needs of customers are fulfilled.
 Step 6: Resolve- It is the last step of the customer journey map wherein the company
resolve the issues which can affect the business performance. By resolving issue, the
company can enhance its services and business practices. This will help in enhancing the
customer experience by McDonalds.
CONCLUSION
It is concluded from this report that it is essential for the company to manage the customer
experience so that a positive experience is provided to each of the consumer. There are different
strategies which may be opted by McDonald’s which includes customer feedback, etc. By
brining improvement in the customer experience, the company can enhance the sales by retaining
the existing customers and attracting the potential customers.

REFERENCES
Books and Journals
Abrian, Y., 2020, November. the contribution of variety seeking in moderating the effect of
customer experience on guest repurchase intentions at rocky plaza hotel in Padang city.
In The 3rd ICCFBT 2020.
Dew, R., 2018. Customer experience innovation: How to get a lasting market edge. Emerald
Group Publishing.
Dirsehan, T. ed., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. Emerald Group Publishing.
Han, M., Lee, S. and Kim, J., 2021. A hybrid approach to discern customer experience for
facilitating the adoption of smartwatches. Technology Analysis & Strategic
Management, pp.1-15.
Ho, J.C. and Wei, T.Y., 2017, July. The Interactive Effects of Product Categories and Channel
Types on Perceived Risk, Customer Experience and Transaction Cost. In 2017 Portland
International Conference on Management of Engineering and Technology
(PICMET) (pp. 1-3). IEEE.
Lee, A.Y., 2018. Psychological Insights into the Customer Experience Journey.
Lin, H., Zhang, M. and Gursoy, D., 2020. Impact of nonverbal customer-to-customer interactions
on customer satisfaction and loyalty intentions. International Journal of Contemporary
Hospitality Management.
Quynh, N.H. and et. al., 2020. The role of customer engagement in the interrelationship process:
moderating effect of customer experience. International Journal of Business Innovation
and Research. 23(1). pp.64-86.