Customer service and the use of social media is a particular interest of mine, so I thought I would investigate today McDonalds and fast food chains use of Social Media.
It appears that McDonald’s Australia does not have an active dedicated customer service Twitter account. Such a search in Twitter will give you the result below. There also doesn’t appear to be a dedicated Twitter account for McDonald’s Australia. Instead there is a global Corporate Twitter page to cover all markets.
When clicking on the link I am redirected to the McDonalds Australia contact page below on their website.
Interestingly, when we get to Facebook, it appears that most McDonalds markets have their own dedicated Facebook page as seen below.
Yet their policy appears to be to not respond to customer complaints posted on their Australian Facebook page, as seen by the examples below.
I don’t pretend to have gone through every comment on their Facebook page or those of their competitors, but I can very quickly find examples on the Australian Facebook pages of Subway, Hungry Jacks and KFC or responding to complaints as seen below.
1. McDonalds Australia (as well as Subway Australia and KFC Australia) are missing out on an opportunity to engage with their customers in Australia via a dedicated Australian Twitter account (and dedicated customer service account), a key brand touch point for social media users. In contrast, Hungry Jacks are using a dedicated Australian Twitter account to engage with their customers and respond to their feedback as seen below.
2. Whilst I am not suggesting to respond to every negative comment and feedback on their Facebook page, I believe it is a mistake for McDonalds Australia to appear to be not responding at all. In following the threads and comments, they become increasingly vitriolic and bolder. I believe in part this is because people can see there doesn’t appear to anyone moderating the conversation or responding to it. At best, it gives the impression that they don’t care.
3. I would be fascinated to see data on customer satisfaction and perceptions of customer service between McDonalds, Subway, KFC and Hungry Jacks Australia and compare that to the standard social media measurements of Likes, Customer engagement etc… Based on the above, I would guess that Hungry Jacks would score very well in comparison.
4. I would also like to see the above data for McDonalds Australia compared to McDonalds USA. I am guessing that a dedicated Twitter account & customer service Twitter account in the USA has a big impact on customer satisfaction and perceptions of customer service compared to other markets.
In such a highly competitive market, (where you can see from the Facebook thread comments that consumers frequent more than one of of the above chains), I believe the use of social media represents an enormous opportunity to help these brands stand out from their competitors on Customer service and customer satisfaction.
Here is the link to the original post from econsultancy describing McDonald’s overall use of social media.
In my next post, I will review some of the newer Australian fast food chains to see how they compare to the Big 4. That is: Grill’d, Mad Mex, Guzman Y Gomez as well as other newcomers.
by Konrad Markham
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