CRM Practices of McDonalds

Introduction

McDonald's is the worlds largest chain of Hamburger fast food restaurants.

It was founded in 1940 by Richard & Maurice McDonald in California.

Its headquarter is at MCD Plaza, Oak Brook, Illinois.

It has over 33000 restaurants in the world.

McDonalds has been a leader for over 15 years in organized food retailing in India. Currently it has a network of over 160 restaurants across the country.

Company Overview
McDonalds restaurants are found in 119 countries and serve more than 58 million customers everyday.

It offers both counter and drive through services with indoor and outdoor seating as well.
The services depend on locations as in some countries near highways it does not offer counter service while in city neighbors it offers drive-through service. McDonalds stores in malls are known as Mc express because of their limited seating capacity. Only 15% of the total stores are owned by McDonalds, rest are as franchisee agreements.

McDonalds Vision

To be the worlds best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness & value, to make every customer in every restaurant smile. McDonalds is committed to provide the highest quality food and superior service, at a great value, in a clean welcoming environment. At the restaurant level, McDonalds is focused on energy conservation, sustainable packaging and waste management.

McDonalds Mission

The following are the missions of McDonalds:

Be the best employer for our people in each community around the world. Deliver operational excellence to our customers in each of our restaurants. Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonalds system through innovation and technology. Try to fulfill customer demands, automatically our profit will improve.

Awards & Recognitions

Most admired company 2010- Forbes 5th most respected company 2011- Barrons Ranked among 20 best companies for leadership 2010- Business Week

Top 100 best corporate citizens 2010- Corporate Responsibility Magazine

Member of dow jones sustainability index since 2005 Greenest company in America 2010- Newsweek

QSC&V Policy

McDonalds has been pursuing the principle of providing its customers high quality products, serving them quickly with a smile, in a clean and pleasant environment at an affordable price.

Values

Believe in the McDonalds system Operate business ethically Give back to communities

Grow business profitably

Strive continually to improve

McDonalds India

In India McDonalds is a joint venture company managed by two Indians.

McDonalds west & south India are managed by Amit Jatia, M.D. Hardcastle Restaurants Pvt.
Ltd. McDonalds north & east India are managed by Vikram Bakshis Connaught Plaza Restaurants Pvt. Ltd. McDonalds is pursuing the policy of sourcing all its products from within the country since its inception here in 1996.

Fresh lettuce is sourced from Pune, Delhi, Nainital & Ooty Cheese from Dynamix Dairies, Baramati Maharashtra Fresh Buns from Mrs. Bector Foods, Phillaur Punjab & Khopoli Maharashtra Sauce from Mrs. Bector Foods, Phillaur Punjab Chicken Patties, Veg Patties & Pizza McPuff from Vista Processed Foods, Taloja Maharashtra Dairy products are sourced from Amrit foods, Ghaziabad

All its suppliers are HACCP certified.

Operational Principles

McDonalds applies four major principles to its operations which are fundamental for fast food industry and these are :Efficiency Calculability Predictability Control

CRM Practices
Acknowledge the situation Be true to your brand Confirm the exact problem of the customer Dont delete any negative feedback Engage in dialogue Follow your crisis plan Go! Responses need to be sent as quickly as possible! Honesty is key Information is important to solve any customer complaint Join the conversation Keep monitoring even after you resolve a customer complaint Listen to the customer Monitoring 24 * 7 for any potential situations

Never attack the customer or accuse them of lying On point messaging, always! Never stay form key messages outline in your crisis plan Plan, plan & plan Quit panicking- you have a plan in place to follow Respond quickly Say you are sorry The truth will prevail-so be honest Understand what the customer is saying Verbalize your companys position on the issue Work hard to regain your customers trust Xerox copy responses never work, respond to customers personally You cant afford to ignore negative sentiment Zero-in on the brands challenges, and then offer a solution

Customization Complaint handling grievance redressal mechanism Customer care management Technology based customer care initiatives Employee behaviour

Other Customer Service Initiatives

McDonalds India west has started a program that is specially designed for McDelivery customers who order through McDelivery number 66000666, the program has following features:
On purchase of any food product via McDelivery a customer gets a free offer coupon (offer coupon A) along with the order Offer coupon entitles a customer to get during the program period via McDelivery a McChicken burger or a McVeggie Burger absolutely free on his/her next purchase of an EVM via McDelivery.

The Road Ahead

More effective & efficient service system More available choices is the menu Superior communication standards with the customers

Consideration of customers view points on major issues

More competitive prices More robust customer feedback system

Thank You