3. DEVELOPING PROFITABLE CUSTOMER RELATIONSHIPSIt is important for organisation to remain good relationship with their customer becausecustomers’ experience is vital to ensure the growth of the organisation. It is important becausecustomers’ purchase brings revenue to the organisation and it helps with the sustainability ofthe organisation. Remaining a good relationship with your customer and they will directlychoose your brand again without hesitating, make a purchase and recommend the productfurther they will not tend to look at your competitors offers. This will thus increase the salesrevenue of the brand and the organisation could use it to develop new products or introducenew technology in order to bring more benefit to their customer.To maintain good customer relationships, McDonald’s has these value proposition towards itscustomer. Firstly, they sustain the quality of the ingredients used. McDonald’s beef burgershas been one of the most iconic items on the menu, and McDonald’s says they use 100%ground beef for its burgers. They also source chicken from suppliers which applies improvedwelfare outcomes and are commitment to source 100% of our wild-caught fish from verifiedsustainable sources, which means they only use ingredients that are the best and has noharm on their customers. Besides, McDonald’s has also been constantly evolving their foodto a higher quality and improving the taste while in the same time introducing new menusto its customer.To ensure the menus of McDonald’s always taste great and meet theirrigorous standard of ingredients, they have established three quality centres in NorthAmerica, Europe and also Asia. (McDonald’s, n.d)Next, McDonald’s provides the perfect facilities to the customers. McDonald’s would ensurethat their food preparation, storage and counter areas are safe, clean and large enough to meetthe demand of huge number of customers. Recently, McDonald’s restaurant are now installedwith self-service kiosk, which enables customer to order more quickly rather than queuing ina long row. This kiosk machine also enables customer to customize their orders, lighter sauce,more cheese or less ice, it is just under a click of a button. Sometimes we can see few
families with kids having meal together at McDonald’s, sometimes parents would like to sitlonger for a conversation, but kids may not want to and they will start to cry or interrupt.McDonald’s solves this kind of problem as they constructed playgrounds known asMcDonald's Play Place inside or outside of the building that are safe for children, this lessenthe burden of the parents and they could take their time to chat with each other. McDonald’salso makes it convenient for its customer by having drive-through services to help thosecustomers that are just there to take away. The drive-through location of McDonald’s meetsthe safety requirement as they have clear marking for the drive-through lanes and the size issuitable for cars of any size.