Benchmark - Change Initiative- Implementation, Evaluation, and Sustainability

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Jan 9, 2024

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1 Benchmark - Change Initiative: Implementation, Evaluation, and Sustainability Shekerah Henderson Colangelo College of Business, Grand Canyon University LDR-615-O501: Organizational Development and Change Dr. Brodie Johnson February 22, 2023

2 Benchmark - Change Initiative: Implementation, Evaluation, and Sustainability McDonald's is a fast-food restaurant chain with over 37,000 locations in over 100 countries. It is one of the most recognizable brands in the world and is known for its quick and convenient meals. However, one area where McDonald's has been lagging behind its competitors is customer service. Customer service is essential to the customer experience, and McDonald's is no exception. Customers expect fast, friendly service that meets their needs, yet McDonald's has yet to be able to keep up with its competitors in this regard. Employees often need more time to order and prepare food to provide adequate customer service. This lack of attention results in long wait times and frustrated customers who need to be more valued and appreciated. In addition, McDonald's needs to provide a good variety of customer service options. Customers often need help finding the information or assistance they need, and employees are often not trained to effectively address customer concerns. Furthermore, the restaurant chain needs a clear policy on handling customer complaints, and this lack of clarity has resulted in customers feeling frustrated and ignored. To improve customer service at McDonald's, the organization needs to implement a change initiative that focuses on training employees in customer service, providing multiple customer service options, and developing a clear policy to address customer complaints (Lucas, 2020). Training employees in customer service will ensure they are equipped to handle customer requests and concerns. Multiple customer service options will ensure that customers can easily find the information or assistance they need. A clear policy to address customer complaints will ensure that customers feel heard and valued. The change initiative will also require the organization to invest in technology enabling customers to access information and assistance quickly and easily. This technology will enable customers to get the

3 help they need without waiting for an employee to assist them. Additionally, the organization should invest in customer feedback surveys and implement an effective customer service management system (Kelso, 2021). These tools will help McDonald's to measure customer satisfaction and identify areas of improvement in its customer service. Several external and internal driving forces have contributed to the need for an improved customer service experience at McDonald's. One external driving factor is the rise in competition from other fast-food restaurants. As more competitors enter the market, McDonald's must continue differentiating by providing a better customer service experience. Additionally, customers' expectations of the customer service they receive at fast food restaurants continue to rise, which is another external driving factor. Internally, McDonald's has identified several issues contributing to a less-than-desired customer service experience. These issues include long wait times, slow response times, and unhelpful staff. To address these issues, McDonald's must initiate changes to improve the customer service experience (Crosse, 2014). The people affected by the changes to the customer service experience at McDonald's include customers and employees. Customers will benefit from improved customer service, faster response times, friendlier staff, and shorter wait times. Employees will also benefit from the changes, as they will be provided with better training and support to ensure they can provide the best customer service experience possible. The stakeholders involved in the change initiative include both customers and employees. Customers will be impacted by the improved customer service experience, as they will receive a better overall experience when they visit a McDonald's restaurant. Employees will also be impacted by the changes, as they will be provided with better training and support to ensure they can provide the best customer service experience possible (Crosse, 2014).

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