A customer service representative position at McDonald’s is known as a crew member. Crew members are divided into kitchen crew, counter crew, and maintenance crew (“McDonald’s Crew,” 2013). The members’ responsibilities include customer service, food preparation, cleanliness and hygiene. These are the employees who offer great customer service. The kitchen crew works to provide the finest quality food to customers, to achieve customer satisfaction. This position involves using a broad range of equipment and tools. McDonald’s needs to produce orders to a consistently high standard of service and understands that quality control is vital. The counter crew works to serve the customer by being friendly and efficient in offering a pleasant experience. It is important that a counter crew possess good customer service skills.
They are expected to provide customers with quick and accurate service and to show sensitivity to their individual needs, both from behind the counter as well as in the dining areas. The maintenance crew works consistently to maintain high standards of cleanliness. They make the restaurant sparkle, both in and out of the dining room and food preparation areas. They undergo thorough training to maintain high standards of cleanliness and hygiene. Maintenance crew members learn how to use a variety of cleaning utensils and chemical cleaning products along with the correct protective equipment. McDonald’s managers must first analyze the job description of a crew member.
What methods and tools are used in providing the best customer service possible? The analysis must include planning scenarios for growth, stability and reductions. How is service conducted? How are scheduling and hours determined? How many employees are needed per shift? What are the responsibilities and expectations of each employee as an individual and as an effective team member? What challenges are involved in the position and what processes or policies are in need of improvement? This report will explore the processes associated with the position of McDonald’s crew member.
The job description will list the tasks, duties, and responsibilities involved in the crew member position (DeNisi & Griffin, 2011, p. 113). McDonald’s crew members will be trained in each of the following departments: kitchen crew, counter crew, and maintenance crew (“McDonald’s Crew,” 2013). In each department, customer service is vital and must never be taken lightly. Each crew member must be hard working and energetic.
Counter crew employees will be communicating face-to-face with customers. This responsibility includes taking their orders, making sure they receive their complete order, and resolving any additional issues. As part of the counter crew, employees will also be responsible for operating the cash register. Communication with other crew members is important to ensure that each customer is receiving their order in a timely manner.
The kitchen crew must quickly and accurately prepare the orders, not only making them in compliance with McDonald’s standards but also taking into account specific customer requests. For example, an order may ask for no onions. These details must be taken into account for customer satisfaction. The kitchen crew and counter crew are linked together for customer satisfaction. The two must work together and communicate to be highly effective.
The maintenance crew is also very important. They work consistently to maintain a high level of cleanliness in the dining room, bathroom, kitchen area, and outside of the restaurant. Having a clean facility inside and out will make the customers feel satisfied when they come to McDonald’s. Every employee must take part in maintenance to keep it at a high level. Each employee will be part of the crew and trained in all of its aspects and responsibilities. Managers will be in charge of assigning an employee’s position on a daily basis.
Crew members must have a high school education. Participation in group activities is a plus. Experience with customer service, cooking, or cleaning is a plus but training will be provided. Basic math skills, motivation, teamwork, good communication, ability to learn new things, and dedication are expected out of each employee. Employee shift times can be flexible as long as the employee gives the scheduling manager their preferences at least two weeks in advance.
There are multiple methods available to prepare an analysis of the crew member position. Using these methods properly will improve customer service by hiring the right quality of workforce into the organization. Initially, subject matter expert supervisors will conduct an analysis on employees who have finished their probation period. The employees selected should be high-performing individuals that have demonstrated a strong understanding of their role. This narrative approach will describe the job role, tasks that are expected to be performed, and the level of education or cognitive abilities that the job role entails (DeNisi & Griffin, 2011, p. 110).
The description of job tasks will better prepare the employee for the tasks that will be required for future prospective crew members. Similarly, functional job analysis can be used in a wide variety of jobs within a company. Using this can describe all jobs in a common set of terms. With McDonald’s having this tool, all employees will have the same understanding and use of terms within their work. The analysis of the job is able to be more complete, and compared to other positions within the company.
Another analysis process can be used to specify what tasks are involved and how they are performed. The supervisors will gather this information by observing and using the task-analysis inventory approach to analyze all the tasks performed in the focal job over several months (DeNisi & Griffin, 2011, p. 110). The supervisors will analyze cognitive abilities. Using a checklist, the supervisor will determine if the employee is following the appropriate service strategies to give the customer a good service experience. This checklist will outline specifications presented by the employee, such as a smile, positive attitude, and addressing the customer during their interaction. The employee should demonstrate sympathy if the customer encounters difficulty or frustration.
Following these tasks and observing the interaction between employee and customer will give the organization a better understanding of how to improve the customer’s experience. Some of these observed interactions can also be used for critical incident analysis. Using examples of particularly effective and ineffective performance from crew members gives specific insight into what the customer experiences in their visit. A good training tool is learning from mistakes and showing how customer service should be delivered. The particular examples can be shared with new and existing employees to illustrate that customers are the focus. Without customers, employees would not be there.
In the Fleishman analysis system, supervisors can review the psychometric and physical abilities required (DeNisi & Griffin, 2011, p. 110). This system will help supervisors and hiring staff determine if prospective employees meet the criteria, such as being able to handle stressful situations, customers that are not pleased with functional service levels, and standing for long periods of time.
The position analysis questionnaire can also be used to further support job analysis. This questionnaire entails 194 items that are generalized across a wide variety of jobs (DeNisi & Griffin, 2011, p. 111). The customer focus of crew members can benefit from this questionnaire. With service for every poor experience, ten other customers will hear about the visit. To ensure that customers receive the best service, behaviors need to be reviewed. One such behavior revolves around relationships between coworkers. These relationships can correlate to poor service provided to customers. Crew members must remain focused on their assigned tasks. Some of these situations can be avoided by competency analysis. The company can benefit from selecting employees with the appropriate characteristics rather than simply being able to complete the job. This will in turn expand the success of customer focus and positive customer experience.
Crew members are often the first and last people that customers interact with at McDonald’s locations. Using standard terminology for positions and hiring employees with specific desirable characteristics are the two techniques at the start of the growth process. The experience that customers receive will improve as employees learn from the examples of bad experiences. McDonald’s crew members need to deliver exemplary service in every possible interaction. Once customers enter the restaurant, from when the order is placed until they leave, they are each the main priority for crew members.
With the right tools in place and the right people hired, the growth in customer satisfaction will stand out. Utilization of these analysis tools to further develop the employees to increase their focus on the importance of the customer rather than simply completing the duty or task at hand will keep the customers satisfied and coming back for future visits Planning Scenarios
McDonald’s has created a niche in the fast food industry. The success in this industry allows them to grow continuously. The growth strategy for McDonalds to keep expanding is to continue to find areas within the United States and also into international markets. Despite concerns over political and economic risks, McDonald’s has continued to make a strong push into international markets – 40% of sales come from European operations while Asia/Pacific, Middle East and Africa (APMEA) account for 21% of revenue (Pinkasovitch, A. 2012)
The biggest issues when expanding in different markets is finding the right people run the business and training and hiring the necessary employees. During this period, identifying crew members whose strengths transition naturally into higher positions in the company can help select the core employees for additional locations or new initiatives.
After a growth period, McDonalds would need to create a stability strategy. During this period McDonald’s would maintain managing the business as before. HR would have the tough job of trying to keep as many employees as possible with advancement and salary increases to employees. Since McDonalds has a high turnover rate of employees, this would not be a big issue. When employees left, new employees would be hired to fill those positions.
If profits started falling due to competition or the economy, downsizing would come into play. McDonalds would use cutbacks by downsizing the number of employees in the workforce. This would be obtained through cutting hours, lay-offs, and not hiring to fill positions after people leave. McDonalds has a low retention rate, so employees who left, there positions would not be filled. The restaurant would have to find the number of employees needed to fill the shifts throughout the week. Hours would be cut back dramatically also.
While each of the three departments included in the crew member position have diverse specific responsibilities, the overall message of excellent customer service remains consistent. Finding employees capable of delivering this service while still being able to meet the physical requirements such as preparing food quickly and efficiently forms the core of the analysis techniques detailed here. Any one singular technique can lead to improved selection and minimize the errors that may occur (DeNisi & Griffin, 2011, p. 160). However, by evenly blending observation, example-based coaching, and generalized methods such as Fleishman and position analysis questionnaire, McDonald’s can create a multidimensional picture of what traits are most desirable in order to more accurately locate employees best suited for the position.
Building upon this detailed analysis, employee strengths can fold into the company’s various possible strategies. During periods of growth, identifying crew members whose strengths transition naturally into higher positions in the company can help select the core employees for additional locations or new initiatives. Stability strategies call for finding ways to retain existing employees when advancement and increased compensation may not be available (DeNisi & Griffin, 2011, p. 84).
This can mean ensuring that crew members are regularly assigned to departments that match their strengths, and focusing on improving weaknesses to cultivate more reliably versatile employees. During reduction strategies, accurate analysis can determine which employees need to be retained to continue meeting service standards. Crew members form the employee base for the entire company, which makes an accurate analysis crucial to the company’s reputation of delivering efficient food service with great customer service.
DeNisi, A. S., & Griffin, R. W. (2011). HR. Mason, OH: South-Western Cengage Learning. Lessons from McDonalds; INK Entertainment boss Charles Khabouth learned work ethic early. (Dec 31, 2012). The Toronto Star (Toronto, Ontario), B4. Retrieved January 27, 2013, from Global Issues In Context via Gale:http://find.galegroup.com.proxy.davenport.edu/gic/start.do?prodId=GIC McDonald’s Crew Job Description. (2013). Retrieved January 26, 2013, from http://www.bestjobdescriptions.com/customer-service/mcdonalds-crew-job-description Pinkasovitch, A. (2012, January 5). The McDonald’s Growth Strategy. Retrieved January 25, 2013, from http://beta.fool.com/apinkasovitch/2012/01/05/ mcdonalds-growth-strategy/525/
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