Customer Relationship Management Assignment Help (GC0594)

Table of Contents

1.0 Introduction.

2.0 Critically analyze the factors that influence McDonald’s ability to maximize customer value.

2.1 A successful CRM.

2.2 How McDonald’s is maintaining CRM in its business.

2.3 CRM Technologies.

2.3 CRM – Corporation Perspectives.

2.4 Impact of existing CRM practices in McDonald’s.

2.5 Touchpoints – Corporation Perspectives.

2.6 Understanding customers’ wants and needs.

2.7 Core Competency.

2.8 Staff satisfaction.

2.9 Innovation.

3.0 Critical understanding of McDonald’s quality processes and its effectiveness in meeting customer requirements

3.1 Customer perceptions, the expectation of Quality, and Customer Satisfaction.

3.2 How McDonald meet customer expectation.

3.3 Quality management process.

3.4 Competitive priorities.

5 Service quality.

3.6 Quality programs.

3.7 Training and Development programs.

3.8 Supply Chain Labor Standards.

3.9 Benchmarking.

3.10 Customer feedback.

3.11 Staff feedback.

4.0 Conclusion.

References.

1.0 Introduction

According to Meyer and Schwager (2017), a business organization offers different types of aspects including customer care’s quality, product’s packaging and advertising, several features of products and services, and the reliability of products are encompassed by customer experience. In addition, the experiences of customers are shaped by a successful brand by inserting an essential value proposition. The chosen organization for this assignment is McDonald’s. McDonald’s is well-known and the largest fast-food company around the world. McDonald’s serves more than 70 million customers in a day in over 100 countries and it has 36,900 outlets around the world. Around 375,000 employees are working in McDonald’s as of 2016.

McDonald’s sells several types of fast food items where a hamburger is very special. It also offers breakfast items, cheeseburgers, French fries, wraps, chicken items, desserts, soft drinks, and milkshakes (McDonald Annual Report, 2017). This assignment is divided into two sections. The first section has critically analyzed the factors that influence the ability of McDonald’s to develop the value of the customer. On the other hand, the second section has discussed the understanding of the quality processes of McDonald’s and its effectiveness to meet the requirements or needs of the customers.

2.0 Critically analyze the factors that influence McDonald’s ability to maximize customer value

2.1 A successful CRM

As Kumar and Reinartz (2016) note, it is very essential to keep and recruit the right people in the right position, empower the employees, motivate the staff by giving proper wages/salaries, and continually give them the training to make the CRM successful.

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Recruit and keep the right people

According to Robinson (2017), it is essential for a business organization to recruit the right people in the right position. For example, it is not appropriate to recruit a person in the customer service section who is not capable to handle customer service. Then, it is necessary to recruit a person who has a positive attitude and friendly mind because he/she can easily handle any type of emotional situation comfortably. If a person does not handle the situation then the business organization must not hire that person (Robinson, 2017). The recruited person may be the students so it is essential for the business organization to value their income part-time. On the other hand, the business organization must recruit experienced and skilled people who are very expert in customer service and also give effective training to their staff. In terms of McDonald’s, McDonald’s always recruits experienced and skilled people in the right position. Then, McDonald’s conducts the proper interview and is fair to hire the right person (McDonald Annual Report, 2017). Moreover, it gives proper training and better wages/salaries to its staff to create CRM successfully.

Frontline CRM

As William (2015) notes, frontline CRM must have a significant channel for co-operating the experiences to make sure the procedures can be developed, the proper training can be given, and so on. It is not essential for the business organization to look for skilled/experienced staff always that can drive the business strategy. However, the business organizations have to focus on the additional investment which is not necessary for the organization and the staff turnover can be reduced because if these are not managed organization fails to conduct customer service including several functions (such as sales/marketing) (William, 2015). In the case of McDonald’s, McDonald’s always tries to give proper training and attractive salaries to its customers to reduce staff turnover and develop its customer service effectively (McDonald Annual Report, 2017).

Tools

According to Mills and Seifert (2016), empowerment, the channel of feedback, and information are the appropriate tools for customer service. Then the staff must provide several information as well as the appropriate answers to its customers. After that, if the staff of a business organization does not have the proper answers to the questions of the customers, they become frustrated and cannot work effectively. Thus, the staff of a business organization may know the information on the value or history of the customers and the needs or wants of the customers so that they can easily answer the questions of the customers. In terms of McDonald’s, it trains its staff about the needs or requirements and values of the customers. Therefore, the staffs of McDonald’s are able to answer the queries of the customers effectively…………………

Human Resource Management