You are a CRM consultant and have been hired by the corporate office of McDonalds. The district headquarters is concerned over its store located at the local international airport. The McDonald's is located at the three gates for passengers coming from and leaving to Japan. The store has about 20 employees with an average age of 25, and none that speak, read, or write Japanese. The manager is 28 and speaks Japanese fluently but cannot read or write Japanese. The regional manager had spoken to you earlier saying they have received many complaints coming from the store, and the district headquarters was becoming concerned with the customer service being provided. The regional manager and district wants results and the store’s customer service turned around. Upon your first day of observing the restaurant's operation you notice customers trying to select their food from the signs which are in English. You also see .the employees are very impatient when taking orders from customers, and are irritated when they speak in Japanese. You also notice some employees listening to music on IPODs or texting on their phones while attempting to fill orders. There is music coming from the area that sounds like rap music. Many of the customers are walking away or not wanting to place an order As you are leaving you observe a SkyCap trying to get a passenger through the order line in a wheelchair but there is no area. Also, the tables are high and you observe once the customer received their food he drops his drink since there is no place to put it. You see some of the employees laughing. The customer in the wheelchair complains the food is cold and seems it’s not cooked properly. Since she is talking in Japanese the CSRs don’t understand what she is saying and ignore her going on to other customers. The McDonald's district headquarters is expecting your report so they can make positive results off your recommendations fast.

DIRECTIONS:

1. After reading this short case study, interpret the potential problems or issues.

2. Tie in those areas about HOW TO DELIVER EXCEPTIONAL CUSTOMER SERVICE. Do NOT simply make general comments.

3. Compose a 4-5 page “professional” report outlining these areas, your assumptions, potential consequences, and your recommendations to the district headquarters. (Cover page, sources cited page are NOT included in the page count. REVIEW the video on how to create a formal report in the How To Video resource in the first module of the course)

4. Your report should be done in MLA format with a cover page, a works cited page with at least three external references used to support your paper.

5. Your paper should be written in the “third” person

6. There are other areas impacting on this scenario. What are they and how do they impact on delivering customer experience value?