A Wall Street Journal report out Thursday morning says that McDonald's, fresh off recent earnings report disappointments, is focusing on customer service as the central cause of the chain's woes.
The report says Oak Brook-based McDonald's had a recent webcast for owners claiming that 20 percent of customers were dissatisfied with the level of customer service companywide. From the Journal (paywall):
In a webcast McDonald's executives held with franchise owners last month, the company said 1 in 5 customer complaints are related to friendliness issues "and it's increasing," according to a slide from the presentation reviewed by The Wall Street Journal. The webcast identified the top complaint as "rude or unprofessional employees."
One slide said that complaints about speed of service "have increased significantly over the past six months." Another mentioned that customers find service "chaotic."
"Service is broken," said a slide from part of the webcast delivered by Steve Levigne, vice president of business research for McDonald's USA.
The site customerservicescorecard.com shows reason for McDonald's to be concerned. The site, based off customer feedback, rates restaurants on various categories and criteria. On the final score, the highest of which is 200, Mcdonald's comes in at 36.85 - ranking somewhere between "terrible" and "disappointing.'
The company had been concentrating recently on new products to carry business. Despite some significant uptick thanks to a poor economy, Fish McBites don't seem to be enough to soothe a fed-up customer base.
As recently as last June, McDonald's ranked last in customer service in the fast food industry, including by a wide margin in this unscientific Sun-Times poll.