McDonald's case study

Case Study: McDonald's

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The world’s largest quick-service restaurant chain, McDonald was first opened in Singapore in 1979. McDonald is a consumer-based business that puts customer’s satisfaction above all else. Due to this pertinent matter, the company realized that the need for a system that would allow them to deliver high levels of customer service are inevitable.

Before CRM was implemented, McDonald Singapore was struggling to stay updated to each and every one of their customers’ needs. The problem ensues when the response has to be collected from various sources such as forms, e-mails and website, making the process somewhat of a pain for the customer service team.

The implementation of Second CRM into the McDonalds Singapore’s management is mainly to assist their Customer Satisfaction department. All of the responses are collected into the CRM from disparate sources such as Facebook, e-mails, website and feedback forms.
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