Can I Get Some CX With That Big Mac?

McDonald’s recently announced the appointment of its first VP Customer Officer, Fred Ehle. I applaud McDonald’s for the move. In Temkin Group report, ROI of Customer Experience, 2014, we found that a modest improvement in customer experience can generate an average of $437.5 million over three years for every $1 billion in annual revenues for a fast food chain.

Mr. Ehle has some work to do. The 2014 Temkin Experience Ratings of fast food chains shows that  McDonald’s is tied for 16th spot out of 19 QSRs.

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To drive customer experience improvements across an organization as large as McDonald’s, Mr Ehle will need to focus on all four customer experience core competencies: Purposeful Leadership, Employee Engagement, Compelling Brand Values, and Customer Connectedness.

The bottom line: Good luck to Mr. Ehle and McDonald’s on their CX journey.

 

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I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

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