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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