McDonald’s Improves Customer Experience by Adding New CX Team and New Sales Structure

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PHOTO: Collin Messer


The pandemic has changed a lot of things for all of us, including the restaurant chain Mcdonalds, which saw big changes in the way its customers interacted with the brand. And now it is making changes to keep pace with changing customer needs.

This week the the fast food giant announced additional investments in its customer experience and personalization efforts by creating a new customer experience team and restructuring its internal business units.

McDonald’s has its work cut out for it as it strives to integrate digital customer engagement, data analytics, global marketing, global restaurant development and catering solutions. By reducing internal data silos, he hopes to help the organization be more responsive to customer needs, better serve customers across all service channels, and keep up with market changes and disruptions.

Earlier this month, McDonald’s launched its long-awaited rewards program, MyMcDonalds Rewards. The new program will fuel these new teams, structures and initiatives and help McDonald’s better understand its customers, according to company officials.

“The formation of the Customer Experience team strengthens McDonald’s ability to lead the industry by anticipating and responding to customer needs at every stage of the brand journey, which extends increasingly beyond the walls. of the physical restaurant through digital, delivery and drive-thru, ”said Chris Kempczinski, President and CEO.

Leading this effort is Manu Steijaert, who has been promoted to Director of Clientele from his previous role as Vice President of International Markets, effective August 1. to connect with our customers at every touchpoint, transforming the definition of customer interaction, ”said Steijaert.

“Our customers are at the heart of everything we do at McDonald’s, and we’ve reached a turning point where technology and data have started to shape almost every facet of the customer experience,” said Steijaert.

Steijart has more than 20 years of experience within the corporate McDonald’s machine, and his roots go back beyond those of the restaurant chain. His father owned and operated a McDonald’s in Belgium where he worked as a “crew member” in the late 1980s.

“Manu’s in-depth understanding of our clients’ needs and his rich outlook across multiple markets will be invaluable in leading this new team,” said Kempczinski.

Mcdonalds global business figures grew 13% in 2021, and his organization reached a market value of over $ 180 billion.


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