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.

 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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