The McDonald’s Corporation is the world’s largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across 35,000 outlets.
In this post we will be reviewing the social customer service performance of McDonalds India. They have an active presence in Facebook but their account on twitter is not so active. The last post was 3 months ago.
Element 1 – Tone of Messaging
The tone of messaging is a little formal.
Element 2 – Are they sending canned responses, without understanding the context?
They do not send canned responses. It is with understanding the context.
Element 3 – Turnaround Time
The turn around time of McDonalds India is pretty long. They respond to complaints after days. It ranges from 8 hours to 8 days which is very bad as a brand.
Element 4 – Is brand sending personalized replies?
They do send personalized replies by mentioning the person who complaint on their pages.
Element 5 – Is brand following up on the complaints?
In the period of our study, we do not see proper following up of complaints. Though there are instances where customers said that their grievances were addressed.
Element 6 – Is brand answering to all the queries?
Though the brand respond to queries, not all queries were answered. For example the comment posted to one of their post below could have been taken down atleast if not responded.
Here is another case of unattended comment. The whole culprit to this is not allowing fans to comment on their Facebook page.
Another case of unattended tweet on Twitter.
Element 7 – Is the brand present on major complaint forums?
Their brand is mentioned or present in major complaint forums except they never responded to them.
Element 8 – Is brand sending duplicate replies?
When McDonalds India rarely respond, there is no duplicate reply.
In summary, McDonalds India needs to pull up their socks. At present it looks like a one way street with the brand only pushing content and responding only to complaints and queries once in a blue moon.