Customer Service-Part 2 Your name

CustomerService-Part 2

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Tableof Contents

Introduction……………………………………………………………………3

McDonald’sCorporation……………………………………………………….3

Highquality products and services……………………………………………..3

Qualitygaps and supply chain management strategy……………………………5

Marketingtowards children…………………………………………………….5

Valueattached to products………………………………………………………6

Useof marketing tools……………………………………………………………7

Staff…………………………………………………………………………….7

Premises………………………………………………………………………….7

Communicationsystems…………………………………………………………..8

Aftersales services ………………………………………………………………..8

Conclusion………………………………………………………………………..9

References………………………………………………………………………..10

CustomerService-Part 2

Customerservice refers to all activities involved in the identification andsatisfaction of customer needs. It is one of the most significantingredients in the marketing mix for product and services offered byvarious organizations. In the past, service companies followed anindustrial model that largely relied on the principles ofmass-production manufacturing however, nowadays the model isobsolete as it threatens the long-term health of such servicecompanies (Edstrom and Galbraith 1977, p.27). High quality customerservice plays an immense role in creating and enhancing customerloyalty. Nowadays, customers are more interested in the additionalelements of the service that they receive than in the product theyare being offered. Therefore, all individuals in an organization mustconfirm to what customer want. The success of any organization ishighly dependent on its customer service culture.

McDonald’sCorporation

McDonald’sCorporation is one of the organizations that pay keen attention tocustomer services. It is the largest fast-food operator in the worldwith over 30, 000 restaurants in over 100 countries globally(Egelhoff 1984, p.75). According to Bahaudin &amp Bina (2007, p.2),McDonald`s sales were approximately 57 billion dollars company-wideand over 25 billion dollars in the United States of America. Itadopts various customer service standards and strategies to ensureefficient delivery of services to its customers.

Highquality products and services

McDonald’sstrongly believes in delivering high quality services to itscustomers. All employees are involved in the process of servicesdelivery. These products are safe and reliable. It provides highquality products like drinks, muffins, burgers and fries to itscustomers (Bahaudin et al 2007, p.4). The company further givesdiscount to its loyal customers. For instance, they give one freemeal with a food voucher for any purchased extra value meal.Additionally, the company maintains a high standard of its products.Its good value for money help the company compete with other fastfood businesses in the market. Solomon (2008, p.54) acknowledge thatcustomers have the freedom of checking whether any product offered byMcDonald’s is good value for money by comparing it with productsand services offered by other food outlets like KFC (Hill &amp Jones2009, p.32). The company further ensures and maintains safety andreliability of its products. This, in turn, help the company increaseit sales by retaining the existing customers as well as attractingnew ones to purchase its products. All products are safely packagedto avoid negative feedbacks from consumers and customers as well asensure their safety. the products further come along with anutritional guide that helps customers understand their ingredients.

McDonald’salso addressing the issue of health of its food by making them moreconvenient to its consumers. People discouraged and campaignedagainst fast food in the past this dramatically hindered thedevelopment of McDonald’s (Paul &amp James 2006, p.78). Customersswitched to healthier offerings, like KFC’s mashed potato sincefried potato offered by McDonald’s were highly associated withhealth issues like obesity and high blood pressure. McDonald’s,nevertheless, has responded to these health trends by adding saladsand other lighter options to its menu. The lighter options play a keyrole in encouraging existing customers to visit the restaurant in amore often manner since there is a greater variety of choices (Hillet al 2009, p.65).

Qualitygaps and supply chain management strategy

McDonaldsfurther incorporate a supply chain management strategy within itsorganization. It supply chain requires filling the need of acorporation that host over 35,000 restaurants that serve over seventymillion customers and consumers in a day in over 100 countries. Italso requires that these restaurants should never run out of an itema customer orders. It also requires the company to customize allmenus in accordance with customers’ preferences it also requiressourcing of products on a daily basis. It also ensures properanalysis of any existing quality gaps within its organization.Quality gap refers to the difference between customer expectationsand customer perception. These gaps occur when the expectations of acustomer are confronted to the ability of managers to predict andformulate needs as well as expectations, due to wrong choice ofservice designs, lack of consistency to service standard, differencesbetween real performance and promise. Analysis of these gaps help thecompany identifies and establishes what suit the customers best.

Marketingtowards children

Marketingtowards children and their parents is one of the most outstandingstrategies that the organization has widely used for quite a longperiod. Its chief and target customers include teenagers, businesscustomers, young children, and parents with young children. Fatehi(1996, p.49) findings show that McDonald’spay special attention on how they market and to whom they market itsproducts. In particular, it pays immense attention to children sincethey contribute a large percentage of its customers. Mostparents take their children to McDonald’s since it offer a cartoonlike atmosphere for them. As a part of their chief and core business,McDonald’s also target business customers, who visit this placeduring the workdays for fast and convenient services as well as fortasteful food. Teenagers also flock into the restaurant for theappealing menu and also for the cool atmosphere that help them meetand enjoy with their friends (Beinen 2008, p.61). It highly focus onchildren since it believe this to be a smart way of building a stablebusiness and encouraging the whole family to come visit the place ina more frequent manner. For instance, it can produce more newproducts in addition to happy meal in order to satisfy the entirefamily despite the fact that one happy meal for a child only cost 5dollars (Richard 2005, p.156). It further insist on building a brandloyalty with the children in order to increase its likelihood ofbeing successful in the present market as well as in the future. Thisis a clear indication that McDonald is selling the American cultureto the children.

Valueattached to products

McDonald’sfurther focus on the perception of value attached to its productshence, it is extremely careful when pricing its menu items. It accorddifferent products different prices depending on which targetcustomers the items appeal to most. This is highly attributed to thefact that any fast-food menu must incorporate an extensive value menuin order to survive in the current market. Products and prices withinthe value menu often play a key role in either the success ordownfall of a fast-food company depending on the value menus of othercompeting companies within the same industry (Parcel &amp Sickmeier1988, p.35). McDonald’s further experience periodic low-price andregional pricing specials especially when it comes to thedistribution of coupons. The company also has a well developed newtaste menus that play a significant role in boosting its saggingsales these menus offer new items at higher price points

Useof marketing tools

Likewise,the organization incorporates various marketing tools in order toreach as many customers as possible. These tools include but notlimited to frequent sales promotions, customer mailings, direct mail,and points of sale displays, radio, and television (Parcel et al1988, p.37). Stage of a particular product in the product cycle isthe key determinant on its marketing strategy. More marketing dollarsand consumer exposure is given to new products. It incorporatesnational campaigns with an aim of changing its image as itscorporation focus and customers change. McDonald’s may sometimessponsor community events, create a presence on the web, or establishrelationships with other businesses like schools all with an aim ofestablishing ties within its restaurants and customers (Noren 1990,p.61).

Staff

Staffis further trained on satisfactory ways of serving customers theyare supposed to portray the proper body and language in appropriatemanners with all customers. Likewise, all employees are required todress in the correct McDonalds’ uniform this help customer noticethem easily (McMillan 1996, p.312). Most staffs wear black trousersand top and t-shirts that have the company’s logo. Even thoughMcDonalds do not physically deliver their products, any member of thestaff may willingly deliver purchased goods to customers withdisability (Mead 1994, p.56).

Premises

Maintenanceof hygiene of all premises within the organization is given a firstpriority. They are cleaned prior to start and close of business.Various safety signs are posted on most of the premises to helpcustomers trend carefully when maneuvering around the buildings. Thepremises are spacious thus, customer can comfortably walk in and outof the restaurant comfortably (Hodgetts &amp Luthans 1994, p.23).These premises also have toilet for the disabled, normal separatetoilets for women and men, high chairs, as well as baby changingareas. The premises again host ATM machines thus, customer can getmoney for any placed order at their own convenient time. Therestaurant accepts cheques and cash as some of the payment methods.

Communicationsystems

Therestaurants incorporate a wide range of communication systems, likeinduction loops for individuals with hearing impairment. Inductionloops are used at the counters when it is not appropriate andreasonable enough to use such induction loops other forms of voiceenhancement systems are utilized. For instance, staff may exchange ofwritten notes as a method of communication with customers withhearing impairments. Such written notes should include name andaddress of the manager and customer’s address among other entries.Staff should observe proper grammar and punctuation to avoidconfusing customers. Customers with speech and learning difficultfeel satisfied when they are offered extra time to digest andunderstand what the staff is saying

Aftersales services

McDonald’slikewise offer after sales cares where an employee seeks customerfeedback on the offered products and services. Staff on dutyaddresses minor challenges that the customers may raise byapologizing for any ensuing problem and offer required assistance toensure that the customers are satisfied. For instance, a staff mayrespond by offering another drink to a customer if he or shecomplains of being offered a flat one. A serious problem is referredto the manager who solves it in an efficient and amicable manner.Staff is encouraged to have eye-to-eye contact with customers andavoid covering their mouth whenever they communicate with customers

Conclusion

McDonald’scorporation ensures proper and efficient customer service. This, inturn, helps it achieve high levels of productivity and outdo othercompetitors in the fast-food industry. It ensures customersatisfaction at all times by producing products that are safe and ofhigh qualities. It further employs proper marketing tools andstrategy to reach its customers in addition to training its staff onthe best ways to handle all customers. Indeed, McDonald’s stand outas far as customer services is concerned.

References

Bahaudin,G. &amp Bina, P, 2007, McDonald’s Success Strategy and GlobalExpansion through Customer and Brand Loyalty, NovaSoutheastern University,3, 1-38.

Bienen,L, 2008, Inthe Fast-Food Industry, Change Comes Slowly,Frontiersin Ecology and the Environment,6, 2,61.

Edström.A., &amp Galbraith, J.R, 1977, Transfer of managers as acoordination and control strategy in multinationalorganizationn,AdministrativeScience Quarterly,22, June, 248-263.

Egelhoff,W.G, 1984, Patterns of control in U.S., U.K. and Europeanmultinational corporations, Journalof International Business Studies,Fall, 73-83.

Fatehi,K, 1996, InternationalManagement, PrenticeHall: New Jersey.

Geringer,J.M. &amp Hebert, L, 1989, Control and performance of internationaljoint ventures. Journalof International Business Studies,Summer, 235-253.

Hill,C, &amp Jones, G, 2009, StrategicManagement Theory: An Integrated Approach,CengageLearning: New York.

Hodgetts,R.M., Luthans, F, 1994, InternationalManagement,McGraw-Hi: New York.

McMillan,G.S, 1996, Pay? Journal15,3,309-314.

Mead,R, 1994, International Management. CrossCultural Dimensions,Blackwell: Oxford.

Noren,D.L, 1990, TheEconomics of the Golden Arches: A Case Study of the McDonald`sSystem,TheAmerican Economist,34, 2, 60-64.

Parcel,T.L and Sickmeier, B.M. 1988, OneFirm, Two Labor Markets: The Case of McDonald`s in the Fast-FoodIndustry,TheSociological Quarterly,29, 1,29-46.

Paul,Peter J., and James H. Donnelly, 2006, MarketingManagement: Knowledge and Skills,McGraw-Hill: Boston.

RichardL.D, 2005, OrganizationTheory and Design,8thedition, Thomson,south-western (Chapter 10).

Solomon,M.R. (2008). ConqueringConsumer space: Marketing Strategies for a Branded World, AMACOMDiv American Mgmt Assn: NewYork.