CRM FRAMEWORK

NAME: PADMASHREE DALKE

MBA20A38, MARKETING 1
 INTRODUCTION
McDonald's Corporation is an American
multinational fast food corporation, founded in 1940
as a restaurant operated by Richard and Maurice
McDonald, in San Bernardino, California, United
States
McDonald’s offers its customers a wide variety of its
menu items, along with drinks and other
merchandise. It is known for its employee
satisfaction, innovation, and commitment to quality.

The mission of the company is, “To create

delicious feel-good moments for everyone”. 
 PRODUCTS
• McDonald's predominantly
sells hamburgers, various types
of chicken, chicken
sandwiches, French fries, soft
drinks, breakfast items, and
desserts.

• In most markets, McDonald's offers salads and

vegetarian items, wraps and other localized fare.
• On a seasonal basis, McDonald's offers the McRib
sandwich.
 CRM Strategy at
McDonald’s
General Strategy 
Firstly, McDonald’s general strategy included
affordable meals to attract more customers and
developed a price-slashing and low volumes policy.
the McDonald’s CRM objectives were:
• Providing real-time access to customer information
for the franchisees and company managers. 
• Integrating data from the dynamic restaurant network
into effective CRM tools.
• Improving the accuracy of the reports and delivering
information for smarter decision-making.
Enhancing customer experience
• McDonald's number-one priority continues to
be satisfying its customers' needs by serving
great tasting, high-quality food in
contemporary restaurants.
• This focus on its customers is particularly
critical in this uncertain environment,
where ongoing volatility continues to
negatively impact consumer sentiment and
spending.
Improved Customer Relationship
The software used by McDonald’s provides
improved data, real-time reporting, and immediate
problem-solving solutions. It provides a consumer
database that allows to monitor and keep track of
the customer relationship throughout the brand. 

Interaction with the Customer 

This includes the customer interactions and
preferences, providing better insights into consumer
feedbacks to enhance customer satisfaction. Along
with this, McDonald’s can evaluate all their
restaurants, which means identifying the customer
relationship issues and fixing them quickly.
Accessibility
• Accessibility-related efforts will include
increasing the level and variety of
conveniences provided to its customers through
new restaurant openings, extended operating
hours, stronger value platforms, and faster,
more accurate service through innovative order
taking.
• With operational and financial discipline, the
company will execute these priorities to
increase McDonald's brand relevance.
• Advantage of a CRM is that companies can
target different audiences, proactively work
with them and maintain relationships.
• Moreover, you can also run reports to see
where your opportunities are, how you
interact with prospects and customers,
trends in sales and customer service work,
and more. Reporting is one of the most
valuable advantages of the CRM platform,
especially when it is enhanced by Artificial
Intelligence.