{"id":92583,"date":"2025-05-25T20:20:36","date_gmt":"2025-05-26T02:20:36","guid":{"rendered":"https:\/\/inmoment.com\/?post_type=customer-stories&p=92583"},"modified":"2025-05-30T11:17:50","modified_gmt":"2025-05-30T17:17:50","slug":"mcdonalds","status":"publish","type":"customer-stories","link":"https:\/\/inmoment.com\/en-au\/customer-stories\/mcdonalds\/","title":{"rendered":"How McDonald\u2019s Australia Transformed Feedback Into Fuel for Growth"},"content":{"rendered":"\n

A Real-Time Look at Service Recovery, Sales Uplift & Smart CX Ops<\/h2>\n\n\n\n

McDonald\u2019s Australia tackled one of the toughest CX challenges at scale: inconsistent feedback resolution. In a recent episode of the XI Caf\u00e9 Podcast<\/a>, McDonald\u2019s Michael Dominish<\/strong> joined our host to break down how they radically reimagined their customer feedback loop. The result? A 96% improvement in response times<\/strong>, stronger franchise alignment, and service recovery efforts that actually boost customer spend<\/strong>.<\/p>\n\n\n

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\"Michael<\/figure>\n<\/div>\n\n\n

Let\u2019s dig into what made this transformation work\u2014and how you can borrow the blueprint.<\/p>\n\n\n\n

The Challenge: A Thousand Restaurants, A Thousand Resolutions<\/h2>\n\n\n\n

McDonald\u2019s<\/a> operates on a predominantly franchise model. That\u2019s great for scale\u2014but not so great when every customer complaint gets routed back to individual restaurants for follow-up. Think: missing McNuggets, cold fries, or poor service.<\/p>\n\n\n\n

The result? No consistent resolution workflow, no centralised oversight, and no clear link between customer experience and revenue.<\/p>\n\n\n\n

Most importantly, there was no scalable way to act fast when it mattered most<\/strong>.<\/p>\n\n\n\n

The Pivot: Centralising Service Without Losing the Human Touch<\/h2>\n\n\n\n

Michael\u2019s team had a head start. McDonald\u2019s was already using InMoment to run post-visit satisfaction surveys<\/a>, complete with \u201ccontact me\u201d checkboxes.<\/p>\n\n\n\n

So, they did something clever: they integrated their CRM with InMoment<\/a> to build a single view of the customer\u2014tying together survey feedback and service inquiries in one intelligent workflow.<\/p>\n\n\n\n

The impact was immediate. They gained real-time visibility<\/strong> into who was handling each issue, established a single source of truth<\/strong> across franchisees and customer support teams, and avoided the need for retraining<\/strong> by building on a platform the team already knew. The result was fewer silos, faster resolution, and feedback loops that actually worked.<\/p>\n\n\n\n

In short: fewer silos, faster service, and smarter feedback loops.<\/p>\n\n\n\n

The Results: Resolution That Drives Retention\u2014and Revenue<\/h2>\n\n\n\n

This wasn\u2019t just a \u201cnice to have,\u201d it drove real, measurable impact. Case resolution times dropped by 96%<\/strong>, while the introduction of digital vouchers not only smoothed over negative experiences but actually encouraged customers to spend more on their return visits. What\u2019s more, the process freed up time for busy restaurant managers, making follow-up fast, easy, and consistent.<\/p>\n\n\n\n

Interestingly, customers who received digital vouchers often spent more when they returned\u2014turning service recovery into a measurable revenue driver.<\/p>\n\n\n\n

McDonald\u2019s proved that when you close the loop quickly and thoughtfully, service recovery becomes a sales engine.<\/p>\n\n\n\n

From Score-Watching to Signal-Hunting: Smarter Metrics<\/h2>\n\n\n\n

McDonald\u2019s moved beyond \u201ctop box\u201d CSAT metrics. Instead, they introduced Complaints Per Million Guest Counts (CPM)<\/strong>\u2014a more nuanced, normalised way to compare performance across locations.<\/p>\n\n\n\n

Better yet, they surfaced this data via InMoment dashboards,<\/a> empowering restaurant leaders to see how they stack up\u2014and where to focus. The result?<\/p>\n\n\n\n