McDonald’s overhauls customer experience team for a digital age

McDonald’s has announced the creation of a new customer experience team that brings together its data analytics, digital customer engagement, global marketing, and global restaurant development and restaurant solutions teams, under the leadership of Manu Steijaert as its first Chief Customer Officer.

In the last few years, McDonald’s has added such service channels as delivery, curbside pick-up, kiosks and table service. Key here was its global mobile app (GMA).

“As this evolution continues, MyMcDonald’s and the GMA will become even more important to serving, interacting with, and delighting our customers around the world, and the insights generated from these platforms will help us further improve their experience,” says Chris Kempczinski, President and Chief Executive Officer at McDonald's Corporation.

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“Our marketing power and scale will continue to be critical throughout this journey, turning the various customer touchpoints into a holistic and compelling brand experience.”

“This vision was the inspiration for the digital customer engagement team, led by Lucy Brady, and data analytics team, led by Craig Brabec, which we created over the last couple of years.”

“Lucy, Craig, and their teams, working closely with Daniel Henry and the global technology organisation, and Piotr Jucha and the global restaurant development and restaurant solutions teams, have made tremendous progress. “

“We have over 40 million active app users in just our top six markets and millions more around the world. Over the past four years, we went from just over 3,000 restaurants offering delivery to now more than 30,000 restaurants.”

“And we’re in the midst of deploying loyalty to our top six markets by the end of 2022, with the rest of the world to follow soon thereafter.”

“As we’ve evolved the experience, we’ve brought customers along on our journey through exciting and impactful marketing, led by Alistair Macrow and the global marketing team.”

The aim now is to create a more frictionless customer experience across all service channels.

Customers, Kempczinski states, should be able to move seamlessly between the in-store, takeaway and delivery service channels “so that we offer even more convenience and better personalisation”.

“As I thought about this future, I concluded that we needed to remove some internal barriers and silos that ultimately lead to a fragmented customer experience.”

“If we put our customers first, then our organisation structure needs to reflect the customer experience we want to provide – not the other way around. That’s why I am announcing the creation of a new customer experience team.”

Manu Steijaert

Steijaert has worked at McDonald’s for more than 20 years, most recently leading the International Operated Markets (IOM) Business Unit.

Reporting into him will be Craig Brabec, VP and Chief Data Analytics Officer; Lucy Brady, SVP and Chief Digital Customer Engagement Officer; Piotr Jucha, SVP, Global Restaurant Development and Restaurant Solutions Group; and Alistair Macrow, SVP and Global Chief Marketing Officer.