BUS354 Customer Relationship Management

McDonald’s Wants to Know Your Order Before You Do In 1948, Macdonald’s has it first big technological breakthrough. It offers a simple menu of hamburgers and soft drinks all produced quickly and cheaply on a well-choreographed food assembly line. This innovation helped sparked the USD600 billion modern fast-food industries, and one of the most iconic brands of all time. Over the years, earnings begin to stagnate as diners deserted the golden arches for new burger upstarts. Recently, Steve Easterbrook came on as CEO to help reverse course by pushing MacDonald’s to take its’ next big tech leap. So far, his plans seemed to be working. At some locations, the moment the customer comes within 100 metres of the store, orders placed on a MacDonald’s app and automatically prepared fresh. Over in the drive-thru lane, the company is experimenting with technology that can identify your vehicle’s license plate and suggest food based on your previous orders or configure the menu based on the day’s popularity. From touch-screen kiosks inside the stores, diners can customise their burgers into a proliferation of choices. MacDonald’s is adopting the approach of Amazon, Facebook and Google by using modern technology to gather data and personalize the consumers’ experience. At the same time, relentless monitoring such real-time data ensures this extensive network of fast-food outlets does not disappoint customers, by never running out of pertinent ingredients. Powered by this information, it is not preposterous to expect that MacDonald’s may someday know you want a two all-beef patties, special sauce, lettuce, cheese, and pickles, in a sesame seed Big Mac bun without onions, with an upsized unsalted fries and an Oreo McFlurry, topped with caramel, even before you do. Not forgetting a large Coke zero, but without a drinking straw. A) Customer relationship management (CRM) requires the ongoing collection of accurate and relevant data for useful information. Distinguish three (3) areas of information that are essential for managing expectations of customers for satisfaction and loyalty. b) Appraise the three (3) powers of modern computer technology on the Customer Data Model, and recommend how they can be leveraged to support CRM efforts with appropriate examples and applications. Ci) Directly Supplied Data are particulars obtained directly from customers, prospects and suspects. Inspect three (3) touch-points where food & beverage (F&B) companies can collect data Cii ) Data can be organised into behavioural, attitudinal, and demographical. With appropriate examples and relevant CRM applications, discuss how a customer-oriented F&B company can harness such organised information or particulars, for building meaningful relationships with their diners and customers over time.