CRM ASSIGNMENT

MCDONALD'S
GROUP - 7
GROUP MEMBERS
Joshua Edwin - MBA20196
Isha Gupta - MBA20138
Nidhi Khare - MBA20209
Pankaj Ramraje -MBA20152
Somya Jaiswal- MBA20168
Siddhant Khairnar - MBA20226
Shreyansh - MBA20243
SECTOR OVER VIEW
Quick Service Industry

Franchise

Foreign Investment

Eating Habits

Home Delivery
Company Overview

MCDONALD'S

Mauris & Richard, 1948

Ray Kroc - 15 April 1955
American Brand
Leading fast food chain
300 outlets in 42 cities
"Passion for Quality"
Cutomized Menu
Uniformity of taste through out all the outlets
NEED FOR CRM?
Customer Retention
1

Classification of
2 customers

Hide flaws - Nutritional

3 Values.

Target new customers

4
CRM Strategy
 No Particular strategy
2
0

Free gifts, fries, and discounts

1
6

2 Loyalty Program
0
1 McCafe than McDonald's
7
Personalized experience

2 Reward Program
0
2 Clubbed with loyalty program
Incentivise visits and complaint resolution
1
 SOURCE OF DATA
&
DATA INTEGRATION
AT MCDONALD'S
 UTILIZATION

Predictive Analysis
Real Time Reporting
Quick Issue Resolution Methods
Cost Savings
Time Reductions
Time Optimisation
DATA New Product Development
Understanding Market Conditions
34000 Stores
118 Countries
62 Million Customers
$ 27 Million Revenue
Big Data
Customers Information
Purchase History
Sales Patterns
Market Trends
CONSUMER
JOURNEY
 CAMPAIGN MANAGEMENT
PRE-
SALES Finding most profitable channel
Digitalizing Customer Engagement

The purchase is made by ordering in physical

SALES stores, through apps, or by scanning the QR
codes.

CUSTOMER SERVICE
POST- Better data on customer satisfaction and promoting
SALES
transparency. Promoting social media discussion and
menu recommendations
 Customer
Touchpoints
 DINE IN

Quality of Service provided

ONLINE
Website and other food
delivery platforms
Takeaway option
Order and Payment - QR Code
or On the counter
Menu
Ambience
Employee Interaction

Testimonials and reviews

Online menu before dining in
Social Media
Mobile App
Online Ordering System
Respond to Feedback

 CUSTOMER CROSS
ACQUISITION SELL

Advertisements Fries
Affordable Prices McCafe

CUSTOMER CUSTOMER
CHURN RETENTION

Sales drop - 1.3% Loyalty Program

Increased Competition Reward System
Customer Contact Centres
"Help Centre" portal for consumers to raise their issues.

Mobile application for consumers to connect with an orgniztion with an ease.

Restaurant feedback and complaint registration portal.

General Inquiry form for suggestions and to raise concerns.

International contact information option to help consumers from anywhere.

 MCDONALD'S

CRM ANALYTICS
Customer Acqusition
Cross Sell
Customer Churn
Customer Retention
 LOYALTY Retention & Repeat
Transaction Base
PROGRAM
Discount / Free

Automatic
AutomaticEnrollment
Enrollment 10 Fries Points / 100
Open
OpenLoyalty
Loyalty 1 Year - Expiry
Number
Number&&OTP
OTPbased
based Double Rewards - 3
 REFERRAL
PROGRAM

Same Rewards
Mobile Number
Rewards for both
PERFORMANCE
METRICS FOR
CRM
Customer Churn
Net Promoter Score
Customer Effort Score (CES)
Rate of Renewal
Customer Retention Cost
Expansion Revenue
First Contact Resolution Rate (FCR)
MEASURING
RETURN ON CRM
INVESTMENTS
Sales volume
Time per sale
Number of deals closed
Net new revenue
Upsell rate
Customer acquisition cost and customer value
TECHNOLOGY AND
ORGANIZATIONAL
CHALLENGES FOR
IMPLEMENTATION
OF CRM
Organisation Related Challenges
Lack of senior management sponsorship
Trying to accomplish all CRM objectives in the initial launch.
Lack of scope clarity & budget overruns
Underestimating Change Management
Changes in Key Stakeholders in Middle of Project
Lack of Expertise of the CRM vendor
Technology Related Challenges
Lack of CRM Product Fit
Integration Related Issues
Infrastructure Related Issues
Process Related Challenges
Data Migration
Impact on Existing Business Processes
THANK YOU!