The Client

McDonald’s was established in 1940 in California and presently operates 37,855 restaurants across 120 countries. The organisation serves 68 million customers each day and employees over 210,000 people.

The Challenge

McDonald’s recognised that customer expectations were rising rapidly, and competition was increasing in most markets. It was critical to ensure the end-to-end experiences they delivered across a range of analogue and digital channels were exceptional and fully aligned with its famous brand. McDonald’s needed to build and maintain deep expertise in the art and science of customer experience management.

The Approach

Strativity assessed organisational capabilities and knowledge gaps and developed a customised customer experience management training program. This equipped key executives with a deep understanding of methods and supporting tools in the areas of knowing customers, empathetic design, persona development, digital experiences, journey management, commercially astute prioritisation, behaviour change and performance management.

The Results

The feedback on the program was extremely favourable from all who participated, and the learnings have been incorporated into McDonald’s approach to customer experience management.