I have been instructed to produce a detailed manual based on Customer service within a company of my choice. I have chosen McDonalds Restaurant as it has very good customer service which the majority of large recognized companies lack. During this manual I will be engaged in observation by doing research via interviews with staff and managers, internet websites, books or handouts based on McDonalds, and annual reports and fact packs available. Through out my investigation, I will be looking at the level of customer service provided within McDonalds and looking in detail at specific elements.
I will be identifying such elements including different types of customers and their needs, skills required in order to provide effective customer service, how consumer protection is incorporated into its policy, strategic objectives, how the organisation uses customer service to meet its customer needs and objectives, customer service techniques, procedures and quality standards, and improvement. Customer service is essentially the service a company provides that meets or exceeds customer needs and expectation.
In detail it is the service quality as perceived by a user that depends on the size and direction of the gap between the expected service and perceived service, which in turn depends on the nature of the gaps on the service providers side, associated with the marketing, design and delivery of services. In other words, there is generally a gap between the service provided by a company and the service the customer expects. Customer service nowadays is taken very seriously as there is a high amount of competition.
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If good customer service is provided, customer needs are fulfilled and all parties are pleased. Customers will return if treated with well, if customers have received good service from the organisation they will recommend it to their family and friends (positive/negative word of mouth), good practice will exist in every aspect of the organisations activities, and if customers are happy with the service and the employees do not have to deal with a constant stream of dissatisfied customers which will have a positive effect on employee morale.
Many organisations consider themselves to be fully well aware of the needs and wants of their customers. Organisations consider customers to be of vital importance since this is the key to business success. In my personal view if an organisation manages to keep the customer in mind at all times, then inevitably it will increase its market share, provide better services than those of the competitors, it will maintain its current customers and attract new ones.
I have chosen McDonalds for this assignment mainly due to its highly rated customer service. I am a regular and know many people who work at McDonalds and have noticed the significant amount of approachable staff that help when asked for information. This company is a highly rated one and in my view has dominated the fast-food industry since being recognized in the 80's. Due to the high amount of fast food organisations, customer service has to be taken far more seriously as competition is a major existence.
In my view fast food organisations have the most competition as there are a number of them who are all doing or perhaps exceeding the customer needs. McDonalds is a Company that continues to strive to offer greater convenience to customers while responding sympathetically to local circumstances as new restaurants are built. When the earliest McDonald's restaurants were opened in the UK in the 1970s, customers travelled miles to visit them.
Today, customers demand greater convenience and want to visit a McDonald's wherever they are, and will visit a restaurant anytime of day and expect quality no matter what the circumstances are. In my view McDonalds has used customer convenience and research as the driving force behind new restaurant locations, which has led to new McDonald's in sites as varied as cross-channel ferries, a bowling alley and London's former County Hall. The Company is committed to responsible growth, and works closely with local planning officers and community groups when developing a new restaurant
McDonald's is one of only a handful of brands that command instant recognition in virtually every country of the world. McDonald's began with one restaurant in the US in 1955 and today there are more than 26,500 restaurants in over 119 countries, serving around 39 million people every day making McDonald's by far the largest food service company in the world. McDonalds currently employs around 50,000 people throughout the world. There are over a 1000 restaurants based in the United Kingdom which employs approximately 14000 people.
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