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McDonald’s: Using assessments to improve the customer experience and drive better business results
Technology Category
- Application Infrastructure & Middleware - Data Exchange & Integration
Applicable Industries
- Food & Beverage
Applicable Functions
- Human Resources
Use Cases
- Personnel Tracking & Monitoring
- Predictive Quality Analytics
Services
- Data Science Services
The Challenge
McDonald’s UK was experiencing growth in its business and workforce. To sustain this growth, changes needed to be made in restaurant operations, supported by more “customer confident” employees and managers who would deliver a great customer experience. The company needed to enhance its existing selection process for new employees with a rigorous and customer centric recruitment strategy with the goal of hiring candidates who were capable of meeting the rapidly evolving needs of the business. The recruitment team had to find an innovative way to reduce the time recruiters and managers spent on screening and assessing unsuitable candidates. At the same time, the team had to provide a positive candidate experience to each applicant, whether they were successful or not.
About The Customer
McDonald’s is one of the world’s leading family restaurant brands in the quick service sector. The company operates more than 1,200 restaurants across the United Kingdom, employing more than 97,000 people. McDonald’s UK has seen growth in its business and in its workforce during the past few years. In order to sustain this growth, changes needed to be made in restaurant operations, supported by more “customer confident” employees and managers who would deliver a great customer experience. To make these changes, McDonald’s needed to enhance its existing selection process for new employees with a rigorous and customer centic recruitment strategy with the goal of hiring candidates who were capable of meeting the rapidly evolving needs of the business.
The Solution
McDonald’s recruitment team selected IBM to come up with a way to solve this challenge. Together, they held 20 focus groups throughout 2013 with more than 150 top performing employees from around the UK. Feedback from the focus group revealed that many candidates did not have a comprehensive knowledge of the roles they were applying for and did not consider the impact of undertaking shift work, working in a customer-facing environment or the requirement to be able to follow procedures and work as part of a large team. As a result of what was discovered from the focus groups, consultants from IBM and McDonald’s recruitment team created the Realistic Job Preview (RJP) and Situational Judgment (SJT) & Dependability Test, and embedded them into McDonald’s Online Recruitment System. These assessments were designed to provide the candidate with a clear understanding of the expectations, culture, values and attitudes required from people in the positions of crew/customer care.
Operational Impact
Quantitative Benefit
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