After my son and I stood in line at McDonald's in front of a turned on register with employees walking right by us here's what happened and here's what we can learn....
Starting
Your On-Line Business? Here's Where to Get Help
Subscribe
to Newbie Services Group and Get Your Questions Answered
What Can My Marketing Clientèle Learn from a Serious Mistake in Public Relations by a Successful Fast Food Chain by Rick Kirkham
After my son and I stood in line at McDonald's in
front of a turned on register with employees walking right by us
here's what happened and here's what we can learn....
After waiting about 10 minutes
You
could almost see it in the eyes of the three McDonald's' staff
members that completely ignored us,. "Don't look at the
customer by the unattended turned on register." Even a staff
member with a tie on which I assume meant he was management did
not look up to recognize the fact that my son and I were waiting.
What
did I do?
The
problem with having a background in sales, p.r. and teaching is I
know how my son and I were supposed to be treated. I finally out
of frustration said,
"Hey, sir"
The management staff member
in the tie turned around.
"My son and I have been
standing here for 10 minutes at a turned on register waiting for
service."
The management staff member replied, "I'm
sorry sir, we're short handed so this register is closed."
My very basic suggestion
I
said, "Then may I suggest you turn off the register or place
a sign saying Register Closed.
The management staff person then apologized again and
literally begin fumbling with the register seemingly unsure how to
turn it off. Forgetting a simple sign, probably already made,
would have sufficed.
I then stated the ramifications of this public relations mess
By
now the other line had gotten much longer.
I said,
"Now my son and I are going to have to stand at the end of
that line, even though we've already stood in front of a turned of
register for 10 minutes.
The manager once again apologized
My son and I went and stood in line. The best p.r. move of the
entire day being a nice lady in line offering to allow my son and
I to cut in front of her. I smiled thanked her and refused
naturally.
We waited another 10 minutes in that line
without moving. We finally left, went to Jack in the Box and were
served in a manner which implied the definition of "fast
food".
Was I done?
NO
I WASN'T DONE! McDonald's is a very successful fast food chain
spending untold amounts of money on demographics, advertising AND
public relations before even opening a store. This was not the
norm of such a successful chain and this wouldn't help other
people to not be treated in such a manner again.
So, I
found the McDonald's website, very easy to navigate and filled out
a complaint form. This was where I begin to see how seriously
McDonald's takes customer service. Pay attention people. They not
only requested in the form location and landmarks of the store,
but my contact information as well. LESS THAN A WEEK later I
received a survey from McDonald's which I gratefully filled out in
order to help them help their customers to an even further degree.
Part of the survey even asked me if, besides this form,
had anyone from the McDonald's store in which the incident took
place contacted me. I replied in the form with a negative
response.
It seems McDonald's themselves understand if you
take a family of three or four and multiply the cost of their
meals to even a years time that adds up. They also understand the
loss of business due to word of mouth advertising.
A happy
customer will tell about 10 people about a company.
A
dissatisfied customer will tell 100 people about his/her negative
experience (unless
the person happens to be an internet marketer and writer with time
on his hands like me then....)
Furthermore, as I'm always
explaining, people remember poor service and exceptional service.
They do not remember average service.
These factors seem
to be well understood by the McDonald's corporation. They
unfortunately do not seem to be understood by the management of
that particular store. To increase the matters worse one cannot
train a staff person adequately in good customer service when one
does not understand good customer service oneself.
What should have been done and once again students and readers pay attention
Obviously
as stated above the management staff member could have prevented
all this simply by placing a sign in front of the register stating
it was closed or getting out the manual and turning it off.
And
once again here's a basic public relations statement and
correction
The management staff member could have said and
done ...
"I'm
sorry for the mistake sir. This register is actually closed since
we suddenly became short handed, but let me take your order right
now...."
Heck
even some extra fries or something would have completely diffused
the situation with very limited cost to the store and you wouldn't
even be reading this right now.
Conclusion
A
public relations fauxpax, when managed properly, can not only give
you a less upset customer, indeed when handled properly can give
you a customer so ecstatic with the way you managed the situation
he/she will tell everyone about how great you are every chance the
previously upset customer can INCREASING your business as opposed
to simply not losing business.
I welcome comments from
readers, businesses including comments from the store about which
this article is written by joining my forum at Newbie Services
http://NewbieServices.com/Forum
Though I'm sure you can find the article the exact section is
http://newbieservices.com/Forum/index.php?board=3.0
About the Author
Sensei J. Richard Kirkham B.Sc. offers his sales,
business and computer services both online and in business and
home to those living on the Hawaiian island of Oahu and further
(expenses paid by client).
He's been in sales related
fields for over 25 years. His expertise in sales, advertising,
public relations and customer service has won him praise by both
peers and clientèle
As a dual
certified teacher and self-defense
instructor, he has expertise in alternative teaching methods
and positive reinforcement methodology. Thus giving him an easy
going yet effective approach to transferring his knowledge and
experience to other individuals and companies, customizing his
approach to meet both individual and corporate needs.
After
constant requests for help from new marketers, many of whom have
never been in business before, Rick finally started
http://NewbieServices.com
You may contact Rick at help@NewbieServices.com
Oahu residents may leave a voice mail message at 528-5775 for
personalized consultations.