Improving Customer Service Skills

“Teamwork makes the vision work”Presented by:

Latoya Long

INTRODUCTION: McDonalds, a global brand THE CUSTOMER EXPERIENCE: Are they

receiving fast, accurate and friendly service? No

THE EMPLOYEE PERCEPTION: REASONING: Why are the employees rude

not delivering fast, accurate, and friendly service.

RECOMMENDATION/CONCLUSION

OVERVIEW

Big Mac... Fillet of Fish... Quarter Pounder... French Fries... Icy Cokes... Thick Shakes... Sundaes... and Apple Pies!

Um Um Um McDonalds I’m lovin it… Or Maybe NOT!

INTRODUCTION

So Why do More Diners Hate McDonalds?

McDonalds has expanded its Menu options to include: Coffee, Lattes, smoothies, oatmeal,

fresh fruit, salads and wraps McDonalds also opened its first

vegetarian restaurant in India in September 2012

According to Yahoo Finance McDonald’s’ $24 billion in revenue makes it the 90st-largest economy in the world.

American Customer Satisfaction Index (ACSI Scores) Ranks McDonalds dead last!

June 2012 and Historical ACSI Scores% of Customer Satisfaction scores taken from article updated Jun 19, 2012http://www.theacsi.org/acsi-results/acsi-scores-june

2006 2007 2008 2009 2010 2011 2012Limited-Service

Restaurants

Wendys 76% 78% 73% 76% 77% 77% 78%Taco Bell 76% 72% 76% 74% 78% 81% 78%KFC 70% 71% 70% 69% 75% 75% 75%Burger King 70% 69% 71% 69% 74% 75% 75%McDonalds 63% 64% 69% 70% 67% 72% 73%

2006 2007 2008 2009 2010 2011 20120

0.10.20.30.40.50.60.70.80.9

Customer Satis-faction Percent

Wendys Taco Bell KFCBurger King McDonalds

THE CUSTOMER EXPERIENCEThe Customer is always right!

Is McDonalds delivering Fast, Accurate and Friendly Service?

Are they preparing hot, fresh products in a respectful, professional environment?

According to the McDonalds Customer Service Score Board website http://www.customerservicesscoreboard.com/McDonalds where customers can post positive or negative comments of the 194 comments that were posted, 22 were positive while 172 were negative.

The complaints consisted of…..

The Answer to those questions would be NO!

Slow Service Long Lines Customers

receiving the wrong orders

Customers not receiving everything they ordered and paid for

McDonald workers having an attitude when asked to correct the orders that were wrong.

McDonald workers have an attitude when customers ask for condiments, napkins, straws, etc.

COMPLAINTS

What the Customers are saying…

-You guys Suck, 9/29/12 5:37pm

-Anonymous, 7/28/12 7:16pm

“I never go to McDonalds because of sucky service but tonight I went to try it out again since they just reopened and everything has been rebuilt. I sat in line for 15 minutes before someone took my order. The girl who took my order was rude and had an attitude and rushed me through my order. After I paid and got my food I get all the way home and guess what? They did not give me my sauces. Never AGAIN. Never.”

“Terrible service. Cashier with multi-colored hair was lacking people skills. She looked bothered when helping customers. Dining room extremely dirty, drink and condiment station dirty. Spilled ketchup and soda not cleaned up the 30+ minutes I stayed there. Trash on floors, tables not wiped down etc.. Employees standing around.”

The Employee Perception

The Customer is Not always right…

Of the 1,088 McDonalds Reviews50% of employees recommend the company to a friend. In a 5 star rating the employees gave

it 3 stars saying its “OK”.

According to McDonald’s’ Reviews on http://www.glassdoor.com/Reviews/McDonald-s-Reviews-E432.htm a website where former employees can rate and post their experience while working for McDonalds. Including the pros and cons.

“Tons of useful experience”-Former Employee in Mankato, MN 10/18/12

“Love the people but need more pay”-Current Employee in Holmen, WI 10/12/12

Discounts on food Flexible Schedule

Pros of working at McDonalds

Not enough pay for the amount of work

Rude managers trying to make them work harder and faster.

Rude customers that complain all the time.

“Mean customers; the uniforms being greasy, the high prices(making angry customers angrier).” –Edward Jones-Sunbury, PA

Cons of working at McDonalds

I also conducted personal interviews with 10 different McDonald Employees, from various McDonald Restaurant all in the month of October, the various locations were:

2929 Paxton Street, HBG, PA 17111 (3 interviewed)

4230 Trindle Road, Camp Hill, PA 17011 (3 interviewed)

631 Division Street, HBG, PA 17110 (4 interviewed)

Personal Interviews

All ten employees have been employed for 6 months or longer.

Each liked the employee discounts, 3 out of ten also said the flexibility of work schedules.

8 out of ten said the rude customers, 7 also mentioned rude managers trying to make them work harder. Others mentioned the pay when asked what they liked least about their job.

Findings

When Asked…Do you place the customer at the core of everything you do?

I got responses like….

“No we are just trying to get them in and out so we can meet our drive-thru times.”(Anonymous, personal communication, 10/12/2012)

ReasoningTo Sum it all up

There is a lack of Team WorkLack of Purpose, lack of

motivation. They are all working as a group for their own

purposes only.

By examining the employee perception we are able to understand why the customers are not happy.

The workers can’t agree and work toward the collective vision of fast, accurate and friendly service, producing hot fresh products in professional environment.

RecommendationTeamwork makes the vision work!

A team is a group of people who collaborate and interact to reach a common goal.

Within effective teams, individuals feel a sense of belonging. Each person understands their role and how it fits into the "big picture" and they are wiling to contribute their talent to attain shared outcomes.

When the McDonald crew members understand their individual and collective purpose and willingly work together, they are transformed from a group into a team.

What is Team Work?

(E. Paul, Personal Communication, 10/24/2012)

Ongoing training and development courses for its restaurant employees.

Teamwork: foster a sense of purpose in each employee so they will know that their actions and accomplishments contribute to the success of McDonalds Restaurant.

Leadership: The front counter and drive thru employees are the face everyone will see and associate with McDonalds they must know that they are leaders even if they are not managers.

Ethics: So that they are able to make a sound and informed decision when faced with different dilemmas.

Time for McDonalds to Invest in…

Mcdonald

Employees

•Receive ongoing training.•Know their sense and purpose , provide excellent customer satisfaction

Customer

s

•Happy•Receive the Fast Accurate and Friendly Service.

  ACSI. (2012) June 2012 and Historical ACSI Scores. The American Customer Satisfaction Index. Retrieved

October 12, 2012, from http://www.theacsi.org/acsi-results/acsi-scores-june.  Business Insider. (n.d.) 15 Facts About McDonalds That Will Blow Your Mind. Business Insider. Retrieved

October 26, 2012, from http://www.businessinsider.com/amazing-facts-mcdonalds-2010-12?op=1  Customers. (n.d.) McDonalds Customer Service User Reviews, Ratings, and Comments. Customer Service

Scoreboard. Retrieved October 23/2012, from http://www.customerservicesscoreboard.com/McDonalds  Owen, Hilary. (2002) What Makes a Leader? USA Today. Retrieved November 5, 2012, from

http://usatoday30.usatoday.com/money/jobcenter/workplace/successstrategies/2002-11-14  Reviews. (2012). McDonald’s’ Reviews. Glass Door an inside look at jobs and companies. Retrieved

October 19, 2012, from http://www.glassdoor.com/Reviews/McDonald-s-Reviews-E432.htm

Skinner, Jim. (2009) Worldwide Corporate Responsibility Online Report: The Values We Bring to the Table. McDonalds Corporation. Retrieved October 19, 2012, from http://www.apiasf.org/pdfs/APIASF_2009_Annual_Report.pdf

  Tepper, Rachel. (2012). McDonald’s Customer Satisfaction: Chain At Bottom of Fast Food Rankings in New

Survey. Huffington Post Food. Retrieved October 19, 2012, from http://www.huffingtonpost.com/2012/06/21/mcdonalds-low-customer-satisfaction

  Tice, Carol. (2010). More Diners Hate McDonalds, Love Papa John’s Starbucks. CBS News. Retrieved

October 19, 2012, from http://www.cbsnews.com/8301-505123_162-43940667/more-diners-hate-mcdonalds-love

 

References