As a guest experience leader at McDonald's, I've learned that understanding our customers is the secret sauce to our success. In the fast-paced world of fast food, staying ahead means listening to what our customers have to say. That's where customer surveys come in – they're our golden ticket to gathering insights that can transform the McDonald's experience.

I'm Alex, and I'm here to share some insider tips on how we at McDonald's make our customer surveys work harder than a milkshake machine on a hot summer day. Our goal? To serve up improvements that keep our customers coming back for more.

Make sure to set Clear Goals

Before we even think about handing out a survey, we need to know exactly what we're trying to find out. Are we looking to see how folks feel about our new menu items? Or maybe we want to know if our drive-thru service is as speedy as we think it is.

"Having clear objectives is like having a good recipe," I often say to my team. "Without it, you're just throwing ingredients together and hoping for the best."

And know Your Audience

Not all customers are the same, and that's okay! We need to figure out if we're aiming our questions at the morning coffee crowd, the lunchtime rush, or the late-night snackers. Each group has different needs and experiences.

I remember talking to a regular who came in every morning for his Egg McMuffin. His feedback was totally different from the family who visited us for the first time on a busy Saturday afternoon. Both perspectives were valuable, but for different reasons.

Choose the Right Method

At McDonald's, we've learned that the way we ask for feedback is just as important as what we ask. We use a variety of methods to make sure every customer has a chance to share their thoughts, no matter how they prefer to communicate.

Our primary method is our dedicated survey website. This online platform is the cornerstone of our feedback system. We print the website link on every receipt, giving customers an easy way to access the survey from the comfort of their homes or on their mobile devices.

But we don't stop there. Here's a rundown of our survey methods:

  1. In-store kiosks: Some of our locations have touchscreen kiosks where customers can quickly share their feedback before they leave.
  2. Mobile app: Our McDonald's app occasionally prompts users for feedback, making it convenient for our tech-savvy customers.
  3. Comment cards: For those who prefer pen and paper, we still offer traditional comment cards in many locations.

Each method has its strengths, and we choose them based on what we're trying to learn and who we're trying to reach. For instance, in-store kiosks are great for immediate feedback on a specific visit, while our mcdvoice.com surveys allow for more detailed responses.

By offering multiple ways to provide feedback, we ensure that every voice has the chance to be heard. And that's how we keep improving, one survey at a time.

Best advice "Keep It Simple"

Nobody wants to fill out a survey that's longer than our menu. We keep our questions simple and to the point. A mix of multiple-choice, rating scales, and a spot for comments gives us a well-rounded view without asking too much of our customers' time.

Here are some example questions we might include:

  1. On a scale of 1-5, how satisfied were you with your overall experience today? (1 being very dissatisfied, 5 being very satisfied)
  2. How likely are you to recommend this McDonald's location to a friend or family member? (Very Unlikely, Unlikely, Neutral, Likely, Very Likely)
  3. What did you order today? (Multiple choice with popular menu items)
  4. Was your food prepared correctly? (Yes/No)
  5. How was the speed of service? (Too Slow, Just Right, Surprisingly Fast)
  6. Was our restaurant clean and welcoming? (Yes/No)
  7. Is there anything we could have done to improve your visit today? (Open-ended)
  8. Which of these words best describes your experience? (Choose up to 3: Fast, Friendly, Delicious, Clean, Comfortable, Unsatisfactory)

We might also include a question about a new menu item or promotion:

  1. Did you try our new McFlurry flavor? If yes, how would you rate it? (1-5 stars)

Remember, we don't use all these questions every time. We pick and choose based on what we're trying to learn. The key is to keep it short and sweet, just like our drive-thru service aims to be!

Time It Right

Asking for feedback right after a meal means the experience is fresh in our customers' minds. But we also need to be smart about when we're asking. During the lunch rush? Probably not the best time. We've found that catching people as they're finishing up or just heading out the door works well.

Say Thanks

We all like to feel appreciated, right? That's why we offer a little something for taking the time to fill out our surveys. Maybe it's a discount on their next visit or a chance to win a free meal. It's our way of saying thanks for helping us get better.

"It's not about bribing customers," I explain to new team members. "It's about showing we value their time and input."

Train Your Team

Our crew members are the face of McDonald's, and they play a huge role in getting customers excited about sharing their thoughts. We train our team to mention the survey and explain why it matters. A friendly reminder from a smiling crew member can make all the difference.

Analyze the Results

Getting the responses is just the beginning. We dig into the data to find patterns and insights. Are people loving our new burger? Is there a particular location that's knocking it out of the park with customer service? This is where we start to see the big picture.

Take Action

Feedback is great, but what we do with it is what really counts. If customers are telling us they want more veggie options, we look into adding some to the menu. If they say our drive-thru is too slow, we work on speeding things up. It's all about taking what we learn and making real changes.

Follow Up

We don't just take feedback and run. We make sure to let our customers know we're listening. Whether it's a "You spoke, we listened" sign in the restaurant or a message in our app, we show our customers that their voice matters.

"When customers see their feedback in action, it builds trust," I often remind my team. "And trust is what keeps people coming back."

Wrapping It Up

Running a great customer survey program at McDonald's isn't just about asking questions – it's about starting conversations, listening closely, and always being ready to improve. By following these best practices, we're not just serving food; we're serving experiences that keep getting better.

So, the next time you're at McDonald's and you see a chance to share your thoughts, go for it! You might just be the reason someone's next visit is even better than their last.

Remember, at McDonald's, every voice counts, and every survey is an opportunity to make our golden arches shine even brighter.