CRM PROJECT STUDY OF CRM PRACTICES IN KFC AND McDonald
GARIMA SRIVASTAV (PGDM066) GAURAV NIGAM (PGDM067) HARSHIT KASHYAP (PGDM071) NAINI SHUKLA (PGDM093) AMAN JAISWAL FAIZ AHMED (FS18)
FAST FOOD INDUSTRY
The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The sheer variety of gastronomic preferences across the regions, hereditary or acquired, has brought about different modules across the country. It may take some time for the local enterprise to mature to the level of international players in the field. Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The basic adaptation is to decrease the processing and an d serving time. For example, the typical meal which called for being served by an ever alert attendant is now offered as a Mini-Meal across the counter. In its traditional version, a plate or a banana leaf was first laid down on the floor or table. Several helpers then waited on the diner, doling out different dishes and refilling as they got over in the plate. In the fast food version, a plate already arranged with a variety of cooked vegetables and curries along with a fixed quantity of rice and Indian flatbreads is handed out across the counter against a prepaid coupon. The curries and breads vary depending on the region and local preferences. The higher priced ones may add a sweet to the combination. Refills are generally not offered. The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is common to serve different cuisines at different counters within the same premises. Presence of a large vegetarian population, who eschew non-vegetarian food, has given rise to outlets which exclusively serve vegetarian fast food. Also, different variety of food may be served depending on the times of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be served in such outlets. Some outlets may additionally have specially designed counters for ice-cream, chaats ice-cream, chaats etc. Popular formats of fast food business in India have the following features in common:
Wide opening on the road side
Easy to maintain and durable décor
A cash counter where food coupons are sold
A food delivery counter which invariably is granite topped
Additional counters for Ice Creams, Chaats, Beverages etc.
A well fitted kitchen located so as to be visible to the customers
Tall tables, usually of stainless steel, where one can eat while standing
A drinking water fountain adorned with a water filter
Rust-proof and non-breakable crockery
MAJOR PLAYERS
Fast food outlets are take-away or take-out providers, often with a "drive-through" service that lets customers to order and pick up food from their cars, but most also have indoor or outdoor seating areas where customers can eat on-site. Nearly from its inception, fast food has been designed to be eaten "on the go," often does not require traditional cutlery, and is eaten as a finger food. Common menu items at fast food outlets include fish and chips, sandwiches, pitas, hamburgers, fried chicken, French fries, onion rings, chicken nuggets, tacos, pizza, hot dogs, and ice cream, though many fast food restaurants offer "slower" foods like chilli, mashed potatoes, and salads. CRM PRACTICES
A major hang-up to fast food loyalty is the desire many have for variety in that market niche. While many customers frequently shop the same grocery store or pharmacy, few cater to just one fast food restaurant. One way some companies seek to overcome this challenge is to offer a diverse menu. For example, McDonald's added salads and more nutritious fare, as well as an enhanced coffee menu, to compete for more customer types.
Some of the crm practices are
Loyalty programs,
event-specific promotions,
time-oriented coupons and
other gimmicks to attract customers more often are techniques to boost visits, purchases and ultimately loyalty.
If a customer visits fast food restaurants 10 times in a given month and you get 3 to 5 of those visits, you likely are the preferred provider.
Card-based loyalty programs also are used by some fast food chains to lure customers with promises of bulk discounts or rewards for repeat purchases
Some fast food establishments use analytical software programs to track customer buying activity. Doing so enables them to make personalized recommendations, send targeted e-mail and mail promotions, and assess what products, services and price points customers prefer..
Often, customers evaluate a combination of traits such as product quality, customer service, efficiency, pricing and family-friendly atmosphere. A customer loyal to McDonald's likely places emphasis on value options and family-friendliness. A Subway customer may prefer more healthful providers. Someone who becomes loyal to Sonic likely appreciates the company's distinct drive-in service approach. Sponsored Links INTRODUCTION TO MC DONALDS
The McDonald's
Corporation is
the world's
largest
chain of hamburger fast food
restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. McDonald's Corporation revenues come from the rent, royalties, and fees paid by the
franchisees, as well as sales in company-operated restaurants. In 2012, McDonald's Corporation had annual revenues of $27.5 billion, and profits of $5.5 billion. McDonald's
primarily
fries, breakfast items, soft consumer
tastes,
sells hamburgers, cheeseburgers, chicken, french
drinks, milkshakes, the
company
and desserts. has
In response
expanded
its
to
changing
menu
to
include salads, fish, wraps, smoothies, and fruit. The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald at 1398 North E Street at West 14th Street in San Bernardino, California . Their introduction of the "Speedy Service System" in 1948 furthered the principles of the modern fast-food restaurant that the White Castle hamburger chain had already put into practice more than two decades earlier. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee". Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. trademark on a clown shaped man having puffed out costume legs. McDonald's first filed for a U.S. trademark on the name "McDonald's" on May 4, 1961, with the description "Drive-In Restaurant Services", which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched "M" symbol. The overlapping double arched "M" symbol logo was temporarily disfavoured by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald's restaurants in the early years. Although the "Golden Arches" appeared in various forms, the present form as a letter "M" did not appear until November 18, 1968, when the company applied for a U.S. trademark. CRM Practices at McDonald
McDonalds follows the A to Z system of situation handing for their customers. There are many more customer services they provide which are Complaint-handling grievance redressal mechanism,Customer care management Technology based customer service initiative Employee behavior. Customer Relationship Management Program
Specially designed for McDelivery customers who place orders through McDelivery on the McDelivery Number i.e. 66 000 666.
On purchase of any food product, via McDelivery, a customer shall get a free offer coupon along with the order.
This coupon entitles him to get via McDelivery, a McChicken or a McVeggie burger absolutely free on his/her next purchase.
The program is operational at all McDelivery restaurants located in the cities of Mumbai and Navi Mumbai and operated by HRPL.
For Serving more than a million people in India each day, leveraging through the right CRM solution is important. Therefore McDonalds choose different suppliers in India to get the food suppliers for their product.
Trikaya Agriculture, supplier of iceberg lettuce to McDonald's India. Initially
lettuce could only be grown during the winter months but with McDonald's expertise in the area of agriculture they are now able to grow this crop through the year. It is ensured to keep the lettuce at 2º C for maintaining the quality of product.
Vista Processed Foods Pvt. Ltd., McDonald's suppliers for the chicken and
vegetable range of products. The foods are kept frozen at temperature as low as 35°C.
Schreiber Dynamics Dairies Ltd. – supplier of Cheese.
Mrs. Bector Food Specialties – suppliers of Buns and sauces
Information Mc Donald’s collect and how it's used
McDonalds uses PowerCentre by Astute Solutions, and being a global chain with millions of customers, it needs to use an effective and reliable way of connecting with its customers and keep ahead of this very competitive market. Power Centre has enabled them to collect data about the views of their customers, whether or not they’re satisfied as well things that cause dissatisfaction. The data is available in real time
and allows McDonalds to share the information with people across the organisation quickly for the most relevant results. McDonald's only gathers personal information, such as, first and last names, addresses, telephone numbers and email addresses, when voluntarily submitted by us. When a product is purchased through the website or through marketing / promotional activities (e.g.: via this website, in a store, over the telephone etc.), personal information may be requested (such as
name, phone, email and address) in order to provide product information, marketing materials, provide newsletters, electronic newsletters (e-newsletters), provide new release / launch information, and advise of other McDonald’s products, competitions or events, which
may be of interest. No one is obligated to provide personal information. However, failure to do so may result in McDonald’s being unable to provide us with upcoming promotion, event
or product information and/or provide certain services including sales of products and after sales services. In common with many commercial websites they may also collect information which tells them about visitors to their website. For example, they may collect information about the date, time and duration of visits and which pages of the website are most commonly accessed. This information is generally not linked to the identity of visitors, except where the website is accessed via links in an email we have sent. As we navigate through their website, certain anonymous information can be passively collected (that is, gathered without our actively providing the information) using various technologies, such as cookies, Internet tags or web beacons, and navigational data collection (log files, server logs, click stream).our Internet browser automatically transmits to this website some of this anonymous information, such as the URL of the website we just came from and the Internet Protocol (IP) address and the browser version our computer is currently using. This website may also collect anonymous information from our computer through cookies and Internet tags or web beacons. we may set our browser to notify us when a cookie is sent or to refuse cookies altogether, but certain features of this website might not work without cookies and this may limit the services provided by our website. This website may use and combine such passively collected anonymous information to provide better service to website visitors, customize the website based on your preferences, compile and analyze statistics and trends, and otherwise administer and improve the website for our use. Such information is not combined with personally identifiable information collected elsewhere on the website unless you have consented. "Cookies" are pieces of information that a website transfers to a computer's hard disk for record keeping purposes. Most web browsers are set to accept cookies. McDonald’s may use cookies to make use of the website and services as convenient as possible. Cookies do not themselves personally identify users, although they do identify a user's browser. Cookies allow McDonald’s to monitor the items an individual may want to access as they move
through the website, and records how many people are using the different parts of the website. "Session" cookies are temporary bits of information that are used to improve navigation, block visitors from providing information where inappropriate (the website "remembers" previous entries of age or country of origin that were outside the specified parameters and blocks subsequent changes), and collect aggregate statistical information on the website. "Persistent" cookies are more permanent bits of information that are placed on the hard drive of your computer and stay there unless you delete the cookie. Persistent cookies store information on your computer for a number of purposes, such as retrieving certain information you have previously provided (such as passwords), helping to determine what areas of the website visitors find most valuable, and customizing the Web website based on your preferences on an ongoing basis. Persistent cookies placed by this website on our computer may hold personally identifiable information, but only if you have registered or have otherwise consented to the retention of personally identifiable information you have provided at the website. Otherwise, website's server only knows that an unidentified visitor with our cookie has returned to the website. A website may use Internet Protocol (IP) addresses. An IP address is a number assigned to our computer by our Internet service provider so us can access the Internet and is generally considered to be non-personally identifiable information, because in most cases an IP address is dynamic (changing each time you connect to the Internet), rather than static (unique to a particular user's computer). The IP address can be used to diagnose problems with a server, report aggregate information, determine the fastest route for our computer to use in connecting to a website, and administer and improve the website. "Internet tags" (also known as single-pixel GIFs, clear GIFs, invisible GIFs, and 1-by-1 GIFs) are smaller than cookies and tell the Web website server information such as the IP address and browser type related to the visitor's computer. Tags may be placed both on online advertisements that bring people to the website and on different pages of the website. Such tags indicate how many times a page is opened and which information is consulted. "Navigational data" (log files, server logs, and click stream data) are used for system management, to improve the content of the website, market research purposes, and to communicate information to visitors.
Companies may be engaged by McDonald's to perform a variety of functions, such as, fulfilling orders, assisting with promotions, providing technical services for our web sites, etc. These companies may have access to personal information if needed to perform such functions. However, these companies may only use such personal information for the purpose of performing that function and may not use it for any other purpose. McDonald's does not sell personal information to third parties. Formal and informal method used for measuring satisfaction
The Power Centre software provides McDonalds with up to date databases for which can measure satisfaction results across the brand as a whole, by region or even down to individual restaurants. This makes it easy to identify problems and get them resolved quickly. McDonalds have benefitted from the aftercare and support from Astute Solutions which make them more than a software provider. Helping businesses to monitor the reactions of their customers, Astute Solutions provide continued advice and offer recommendations, giving a much more personal service than simply as a software vendor. Informal method:
staff's observations :
This is one of the informal methods that is used by Mc Donald's the staff observes the behaviors of the customer that how are the behaving in the restaurant while placing their orders and having their food, some of the times the ask the customer in the informal way that how was the food and services provided by the restaurant and whether they are satisfied with the service or not .
Managers observation
Managers take frequent mental notes on the quality of service during their shifts. Unlike a server, who is focused on his or her customers, manager can get a sense of the overall level of service in the house. There are always signs when problems are developing, such as a customer looking around to get the attention of a server, or a diner reaching over to an empty which is not clean or wiped, late in service to the customer. Sometimes managers also ask the customer to tell about their Experian or suggestion about the restaurant.
customer feedback
Another most commonly used informal way of measuring the satisfaction level are customer feedback, the company tried to judge the level of satisfaction of the customers through the customer feed backs that are given by them. if the customer has given the positive feedback then he is satisfied customer and if he gives negative Feedback the he is dissatisfied customer.
Formal method:-
Customer Satisfaction survey
Customer satisfaction survey is one of the formal method which is used by the McDonald's for measuring the satisfaction level of the consumers , mostly they have online surveys in which customer can log on to their web site to fill the 5 minute survey . This survey have different question on which the level of satisfaction of the consumer is measured .after measuring the satisfaction level the survey is shared directly with the restaurants to help make the next visit an excellent experience. If it appears that they did not meet the customer expectations, then the customer is also be given the option to have the restaurant to contact them directly to resolve their concerns. In
other
places like Australia the encourage the customer to fill these surveys by offering them with the coupon for a Free Medium Fries or Side Salad and a Free Medium Soft Drink with the purchase of any Large Sandwich after completion of online surveys
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm. In marketing generally and in retailing more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, visually similar to a credit card or debit card, that identifies the card holder as a member in a loyalty program.[2] Loyalty cards are a system of the loyalty business model
Loyalty programs that mc d follows are :
Mcdonald’s Smile Loyalty card
smile loyalty card was launched in January 2013 , in west & south India only. Each and every consumer can be a loyalty card holder with the minimum purchase of 15 Rs ,with this card the consumer can avail different free food items like , in his 2nd visit he will get free McFloat (Coke) , in his 5th visit he will get free Free McAloo Tikki , in his 8th visit he will get free Fries and in his 10th visit he will get Free McVeggie.
McDonald’s Gifts Festival
Kuch Paane ke liye sirf khana padta hai, presenting McDonald’s™ Gifts Festival. From 27thDec’13 to 27th Jan’14 enjoy assured gifts every time you eat at McDonald’s™ restaurants in North & East of India. With every purchase of Rs 25 or more you will get a Gift Coupon which has four gifts for you: McDonald’s™ Free food/beverage item, Free
recharge
from
freecharge.com
and
discounts
from
flipkart.com
&
yatra.com.
Gifts Details:
Our Gift to you
Get a free food/beverage item with every purchase of Rs 25 or more
Talk & Watch More
Get Rs 15 OFF and a Cash Back of Rs 5 on a recharge of Rs 20 and above from freecharge.com.
Shop More
Get an extra Rs 100 OFF on a minimum purchase of Rs 1000 on flipkart.com
Holiday More
Get great discounts on yatra.com. You may choose any/all of the following offers from yatra.com
Domestic Airlines: Rs 400 OFF one way, Rs 800 OFF return International Airlines: Rs 1000 OFF one way, Rs 2000 OFF return Domestic Hotel Bookings: 33% flat OFF.
Complaint handling procedures
Mc Donald's follow A to Z complaint handling procedures A- Acknowledge the situation B- Be true to your brand C- Confirm with the customer their exact complaint D- Do not delete any negative feedback E- Engage in Dialogues F- Follow your crisis plan G- Go! Responses are needed to be send as quickly as
possible
H- Honesty is the key I- Information is important to solve any customer complaint J- Join the conversation K- Keep monitoring even after u have resolved the customer complaint . L- Listen to the customer
M- Monitor 24 X 7 N- Never attack the customer or accuse them of lying O- On point messaging always P- plan , plan and plan Q- Quit panicking u have a plan to follow R- Respond Quickly S- Say you are sorry T- Truth will prevail so b honest U- Understand what the customer is saying V- Verbalize your company's position on the issue W- Work hard to regain you customer trust X- Xerox copy/ copy paste never works , respond to customer personally Y- You can't afford to ignore negative statements Z- Zero-in on the brand's challenge , and then offer a situation Basis of identification of valuable customer
McDonald's aims to offer a friendly, fun environment for everyone to enjoy. We seek to appeal to a wide range of people, from families who love our Happy Meal, to workers grabbing breakfast on-the-go or eating in to enjoy our freshly ground coffee and free WiFi.
There are a limited number of customers in the market. To build long-term business, it is essential to retain people once they have become customers. Customers are not all
the same. Market research identifies different types of customers. For example
:
Valuable customers
Basis of identification
A parent with two children
Visits McDonald’s to give the
children a treat.
Children
Want to visit McDonald’s as it is a
fun place to eat.
A business customer
Visits McDonald’s during the day
as service is quick, the food tastes great and can be eaten in the car without affecting a busy work schedule.
Teenagers
Are attracted by the Saver Menu which is affordable, and the internet access available in restaurants.
. These examples represent just a few of McDonald’s possible customer profiles. Each has different reasons for coming to McDonald’s Using this type of information McDonald’s can tailor communication to the needs of specific groups. It is their needs
that determine the type of products and services offered, prices charged, promotions created and where restaurants are located.
Special benefit for valuable customer are :-
For kids :-
McDonald offer verity/range of toys for kids.
Every McDonald have a different zones for kids where they can play and enjoy their meal.
McDonalds also provides with different menu for the kids .
Use of color full them which is liked by kids.
Birthday party celebrations for kids.
For Teenagers :-
Special menu for the Teenagers
Special offers like free coke or discounts or combo meal pricing
Low pricing to attract the teenagers for eg: Aalu tikki burger in just 25 Rs.
Availability of free wifi
loyalty card programs
For A business customer :
Introduction of Brake fast menu
Quick / On time service
Home Delivery
business tie-up various offers like discounts on flight, hotels etc
INTRODUCTION OF KFC
Harland David Sanders was born September 9, 1890 in Indiana, USA. The young Harland Sanders had many jobs such as a farmhand, a bus conductor, a steam boat driver, a soldier, and a salesman. Eventually he became a business man owning a petrol
service station in Kentucky, one of the 52 states of the USA. Many travelers stopped at his service station wanting refreshments and food. The Colonel saw this as a business opportunity and decided to offer food to these customers. The Colonel enjoyed making his customers happy – he was passionate about entertaining them with excellent food and superb service. His food and service was so good that he was mentioned in several newspapers around the country. As a result he had to expand his dining room to keep up with the increase in new customers. This 'Customer Mania' experience made people drive from far away ust to visit the Colonel's restaurant. After careful testing for many years to find just the right combination of ingredients, the Colonel knew that he was at last onto a winning recipe. When he added the 11th and final ingredient, he was truly satisfied that he had created the best chicken he had ever tasted – he wanted to share it with the world! To this day, the Original Recipe of 11 Herbs and Spices is one of the biggest secrets in the world - “the Finger Lickin' Taste” of KFC! The Colonel also introdu ced the idea o using a pressure cooker to cook the chicken. This ensured that the product cooked faster and produced the best results ever. The Colonel decided that his Original Recipe needed to be introduced to people further from his home and from his state. At the age of 66, he started selling his idea o Kentucky Fried Chicken by traveling from town to town, preparing his famous chicken recipe for restaurants and their employees. Soon everybody wanted to try it – families stood in queues to try his great Original Recipe. Colonel Sanders appeared on national Television promoting the idea of Kentucky Fried Chicken. He always licked his fingers as he described the Original Recipe taste to viewers – this is how the slogan “It's Finger Lickin' Good” developed. CRM practices at KFC
KFC is putting its efforts in building relationship with customers through different programs. KFC provides an excellent KFC club loyalty program in India. By becoming KFC club members customer can enjoy special discounts, get cash-back, rebate, price
off on various products. Golden KFC Club Card gives 10% discount in KFC restaurant in India to its owner, for every purchase.KFC uses its database very efficiently, even they have outsourced there database management system to IT companies so that they can fetch important information from there and help to identify their potential loyal customers. Official Website
KFC has an official website at http://www.kfc.com/ Customers can learn about food, recipes, nutrition and the background of the company and Colonel Sanders all in one place. There is also contact information for various departments for customer service purposes. Customer Service Email
If customers have had a particularly bad or good experience, they may want to fill out the customer feedback form. The form is designed to connect customer’s feedback with the location where they were served. Customer service call centre currently open 24 hours a day, so customers can contact
an agent at any time day or night with a concern, praise or complaint about their KFC experience. For their customers they also provide the nutrition information they give in their services. They also have an option on their website called FOOD ALLERGIES AND SENSITIVITIES which shows that they are concerned about their customers. METHODS OF COLLECTING DATA
KFC uses transactional processing system for determining its loyal customers.TPS system let the KFC management to access stored information easily and manipulate it for the needs of their clients’ while billing or taking order they just enter the code of the
product requested at that time and the quantity demanded. KFC has also the ERP system for storing the data which they collect through customer feedback form and TPS system. KFC also uses the website http://www.kfc.com.au/privacy/ for collecting data. When customer use this web site KFC collects personal information, which they
provide, to KFC and information about how customer use their web site, for example by registering, making a purchase or posting original content to our site. This information includes name, home or work address, phone number, e-mail contact and information about the products and services, which interest customer. Cookies
KFC’s site uses cookies to keep track of what customers have purchased. They also use
cookies to deliver content specific to customer interests, to save their password so they do not have to re-enter it each time they visit this web site, and for other purposes relating to their transactions on this web site. Cookies also help us estimate number of users and determine overall traffic patterns through this web site.. KFC LOYALITY PROGRAM
KFC provides an excellent KFC club loyalty program in India. By becoming KFC club members customer can enjoy special discounts, get cash-back, rebate, price off on various products. The details of KFC club loyalty program are explained below What is KFC Club like?
KFC Club is a loyalty card program, which gives participants a possibility to win bonus. KFC Club members receive a loyalty club card which gives them a special discount valid for all KFC restaurants in India, property of KFC Ltd. Depending on collected bonus KFC Club members receive Silver, Gold or Platinum Club Card. Silver KFC Club Card gives 5% discount in KFC restaurant in India to its owner, for every purchase, in the period of 3 consecutive months of the exact quarterly. Golden KFC Club Card gives 10% discount in KFC restaurant in India to its owner, for every purchase, in the period of 3 consecutive months of the exact quarterly. KFC Club is our way to show our gratitude and appreciation and thank to all KFC customers for the passion and love they have about KFC. How to become a KFC Club Card member?
You have only to full in a blank in every KFC restaurants, owned by KFC Ltd.
After that everything depends on your visits and willingness to reach your bonuses. How to reach my bonuses?
It cannot be easier. With every 500 INR spent in KFC restaurants you received 10 points. The only thing you have to do is to enjoy KFC Original taste more often. How Can I Receive a Silver or a Golden KFC Club Card?
In the time you fill in a special KFC Club Card Blank you get a card. Every customer could be owner only to 1 card. KFC Club Card has for an object to identify owner’s visits and all bonuses.
KFC Club Card status (Silver/Golden) depends on sum of all bonuses within the time of 3 consecutive months of the exact quarterly. You need to have 20 points (or 10000 INR spent) for the previous quarterly to have Silver KFC Club Card. Golden KFC Club Card needs 40 points (or 20000 INR spent) for the previous quarterly. What does Silver and Golden KFC Club Card grant to me?
Silver KFC Club Card grants an allowance of 5% with every purchase in every KFC restaurant in INDIA, within the time of 3 consecutive months of the exact quarterly. Golden KFC Club Card grants an allowance of 10%. KFC Club Cards do not entitle their owner to use discounts on the KFC delivery service. Loyalty Bonus Scores
At the end of every quarterly all scores on the cards are registered. To be able to keep the same discount in the next quarterly the card’s owner have to realize an adequate volume score. For Silver KFC Club Card this volume should be 20 scores and for the Golden KFC Club Card – 40 scores. In case, when the volume score in the card is not enough its owner could have two options: he/her could keep the same discount from the previous quarterly or he/her could forfeit a right for using discount for the next 3 months.
customer loyalty and customer visits are the only and the one certain way to keep your membership club card status. Just embrace every opportunity to use your KFC Club cards and give it everything it gives to you. IDENTIFIACTION OF LOYAL CUSTOMERS
KFC identifies its loyal customer by using their past spending on KFC outlets. It maintains a database of the entire customer who is registered with them. Customer loyalty and customer visits are the only way through which KFC can identify their customer. KFC keeps a good relationship with its loyal customer with the help of KFC club card loyalty program as explained above. KFC believes that their loyal customers are the ones who not only shower them with lots of buying but also the ones who will act as word of mouth agents for them that too with no other expense apart from giving them some benefits in the form of discounts and all. So, identification of loyal customer in KFC plays an important role. KFC uses its database very efficiently, even they have outsourced there database management system to IT companies so that they can fetch important information from there and help to identify their potential loyal customers. With the help of IT and other statistical techniques used efficiently together with stores feed-back KFC chooses there loyal customer efficiently which can be seen and observed as the way it is growing not only in India but all over the world. COMPARISON:
In terms of loyalty program KFC is better than McDonald because KFC has many loyalty programs like KFC Club is a loyalty card program, golden card program etc while McDonald has only one such program called smile loyalty program.
Customer handling is better at McDonald because they follow A to Z rule mentioned earlier which is better than KFC.
For providing better customers service McDonald has target the each customer segment differently i.e. for teenagers they have different benefits, for children
they have other special offers but KFC has not such differentiation..
McDonald has made for you it system for improving customer satisfaction but KFC has not such tailor-made IT system for its customers.
RECOMMENDATIONS:
Mcdonals
Replacing cashiers with touch-screen terminals and cash-free payment, a move that has already taken place in Europe which offers more convenience and sense of control.
Customers expect superior communication and sometimes language used by employees becomes a barrier as most people prefer local language.
Offers such as discounts and scheme coupons on local festivals can further strengthen customer relationship and build mutual trust
