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McDonald’s: Using assessments to improve the customer experience and drive better business results
技术
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 食品与饮料
适用功能
- 人力资源
用例
- 人员跟踪与监控
- 质量预测分析
服务
- 数据科学服务
挑战
英国麦当劳的业务和员工队伍都在不断壮大。为了保持这种增长势头，餐厅运营需要做出改变，并由更多“对客户充满信心”的员工和经理提供支持，以提供出色的客户体验。该公司需要通过严格且以客户为中心的招聘策略来增强其现有的新员工选拔流程，目标是聘用能够满足业务快速发展需求的候选人。招聘团队必须找到一种创新的方法来减少招聘人员和经理花在筛选和评估不合适候选人上的时间。同时，团队必须为每位申请人提供积极的候选人体验，无论他们是否成功入职。
关于客户
麦当劳是快餐业中全球领先的家庭餐厅品牌之一。该公司在英国经营着 1,200 多家餐厅，员工超过 97,000 人。过去几年，英国麦当劳的业务和员工队伍都在增长。为了保持这种增长势头，需要在餐厅运营方面做出改变，并由更多“对客户充满信心”的员工和能够提供良好客户体验的经理提供支持。为了实现这些改变，麦当劳需要通过严格且以客户为中心的招聘策略来增强其现有的新员工选拔流程，目标是聘用能够满足业务快速发展需求的候选人。
解决方案
麦当劳招聘团队选择 IBM 来解决这一挑战。2013 年，他们共同举办了 20 次焦点小组讨论，来自英国各地的 150 多名表现优异的员工均参与其中。焦点小组的反馈表明，许多候选人对自己所申请的职位没有全面的了解，也没有考虑轮班工作、在面向客户的环境中工作或遵守程序和作为大型团队一员工作的要求。根据焦点小组的发现，IBM 和麦当劳招聘团队的顾问创建了现实工作预览 (RJP) 和情境判断 (SJT) 及可靠性测试，并将其嵌入麦当劳在线招聘系统。这些评估旨在让候选人清楚地了解对工作人员/客户服务人员的期望、文化、价值观和态度。
运营影响
数量效益
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