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May 9, 2013

McDonald’s and Customer Service

by jungj

I was reading through some news and I came across an interesting article that was about the “abysmal’’ service of McDonald’s. This is a follow-up article related to another blogger’s post about McDonald’s customer service last month. The article states that 20% of complaints in regards to McDonald’s is about its poor service. The writer claims that despite McDonald’s $2 billion spending on advertisements, poor customer service breaks down the ultimate experience of consumers when they enter a McDonald store. The link to the article is: http://www.businessinsider.com/how-mcdonalds-can-fix-customer-service-2013-5

From my experience, I was never really able to distinguish customer service when visiting fast food restaurants. And thus, if McDonald’s were to really improve their customer service and strive to distinguish themselves from its competitors, they might be able to attract more consumers. The article recommends creating a shared emotional experience, such as through more “smiles”.  The article also talks about how some McDonald’s have started implementing a new ordering system where customers walk down registers after ordering, instead of plainly delaying and crowding lines of customers. I think these small changes can definitely change how customers perceive customer service, and can ultimately affect one’s experience at a retail store. So as you can see from this article, McDonald’s still has improvements that it can make. Yet, it has also started to implement changes and I think this is a positive sign, especially considering that just last month, we read a blog post about customer service complaints at McDonald’s. I am greatly intrigued as to how customer service at McDonald’s might change once these small changes are implemented.

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