mcdonald's lebanon middle east's customer festival 19 november 2014

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Omnichannel World:Omnichannel strategies

to propel millennial interest

www.thinkmedialabs.comNovember 2014

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Digital and Social Media is no longer an island isolated from the core of a business.OmniChannel, or the Unified Customer Experience, is a business transformation that is being embraced more readily today by companies.


A few years ago, organizations resisted involving Digital and Social Media in their core business (Marketing, Customer Support). Now digitally enabling their teams is a corporate wide mandate and affects how people are recruited and promoted, how communication is done, how products, and services are sold…

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Karim MiknasMcDonald's Managing Partnermcdonalds.com.lb


Ayman ItaniDigital Strategist l Media Professorl Public Speakerthinkmedialabs.com


Karim MiknasMcDonald's Managing Partnermcdonalds.com.lb

Ayman ItaniDigital Strategist l Media Professorl Public Speakerthinkmedialabs.com

OmniChannel

Overview



What we will cover together today are what business transformation elements, communication channels, and methodologies that need to be applied to unify your customer’s experience.

OmniChannel Overview




• Customer Service as a Business Pillar to Glue Omnichannel• Customer Service via Social Media• Business Workflow for Reacting to Customer Issues• Digital In-Store Communication• Regularly Uplift Your Stores• Importance of the Call Center• Web Ordering Service


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• Social Media • Attention to Trending Topics • Customer Satisfaction via Social Media • Engaging Content• Best Social Media Strategy Award in Middle East



Customer

Service



It isn’t the technology, it isn’t the medium, it isn’t the content…

Customer Service is the core ingredient to glue together your OmniChannels (in-store,Social Media, Web, Call Center…)

Customer Service trumps them all and is what your users crave the most.

Customer Service as a Business Pillar to Glue Omnichannel


• Training, training, training• Characteristic trait of staff (filter at recruitment) • Customer Recovery Process• Escalation Mechanisms in Place (in-store, delivery, and Business Workflow Process for Web, Mobile, and Social Media)

Customer Service - Internal Processes


It is becoming more natural for users to go to Social Media first for questions, inquiries, complaints…

They expect the brand to behave and react quickly (like their friends do on Social Media).

Customer Service via Social Media



A swift response time and process requires a business transformation to better support the customer. Starts with Community Manager, goes through business workflow process, then back to Community Manager to close the loop.



Sample Business Workflow for Digital and Social Media


Sample Business Workflow for Digital and Social Media Digital In-Store Communication

Your stores are your own ad real estate to communicate with and enhance the experience of your customers.

We have been experimenting with different digital displays and content over the last three years.


When you have multiple branches it adds a layer of complexity in terms of management.

Digital In-Store Communication


Digital In-Store Communication Regularly Uplift

Your Stores


Regularly uplift your stores, even if they are recent. Users are now used to apps, phones, and online services that optimize and improve regularly and come to expect that from offline establishments.

Regularly Uplift Your Stores



We try to balance expansion into new branches and uplifting existing stores (such as the addition of Digital Menu boards)



The FIRST 3D Mapping Projection for McDonald's worldwide took place in Lebanon!


Importance of

The Call Center



If your Call Center is well structured andoptimized, it can be the go-to Task Force where the omnichannels rely on for identifying andresolving issues.

Importance of the Call Center


Importance of the Call Center

We would also suggest putting in place a Customer Satisfaction officer integrated within the Call Center for Quality Control and identifying areas for improvement.

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McDonald’s Lebanon

Web Ordering Service



One of the frequently asked questions on Social Media is:

McDonald’s Lebanon Web Ordering Service

Can I order online?


Per its costumer’s request, McDonald’s Lebanon has recently launched its new Online Ordering website in October: mcdelivery.mcdonalds.com.lb


mcdelivery.mcdonalds.com.lb



• Customer can track their order (great when you’re hungry!)

• Cash on Delivery• Re-ordering from previous orders (convenient, especially for families and coworkers)




• The platform offers greater accessibility to the brand by providing customers with a user-friendly online platform.• It enables customers to order from saved multiple previous orders.


• Customers can place orders in advance by simply specifying a date and time.• Customers can track their order. • Customers can also save up to 5 different addresses for where they want their hot and fresh meals delivered.



"The launch of MDS II in Lebanon has allowed us to make the first move of many into a bright and exciting future in which digital integration across the board will bring our guests greater freedom, control, and convenience"

- Mr Karim Miknas, Managing Partner of McDonald's Lebanon



Digital initiatives are now mobile first. As a business you have no option but to be mobile first.



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McDonald’s Lebanon

Social Media


McDonald’s is active on Facebook, Twitter, Instagram, and local blogs.

McDonald’s Lebanon Social Media


On Facebook, McDonald’s Lebanon engages their fan base across the clock, and are one ofthe few in the industry to hold a “verified” account on Facebook.





Recently McDonald’s Lebanon was merged with McDonald’s global. Facebook engineering team were on standby to action any request by market while merging the different countries.

If you are working on a regional or global brand, look into unifying your digital presence as part of the OmniChannel in addition to simplifying content and coordination between the communication of the different countries.



On Twitter, McDonald’s Lebanon implements an Outreach Strategy to engage with customers relying on a process of monitoring and analysis to achieve customer satisfaction, resolve issues related to customer service, greeting them, as well as engaging with them to get to know our audience and to let them know that the brand is listening to their needs.


Customer Satisfaction via Social Media



https://twitter.com/McDonaldsLeb


McDonald’s Lebanon has recently become active on Instagram (April 2014) and is gradually reaching a large segment of users while delivering a wide range of updates.

Instagram continues to optimize its “Discover” feed leading to organic discovery of contentand people.




Continue to build the communication skills of your team to better express messages via image - the underlying success of platforms such as Instagram.


http://instagram.com/mcdonaldsleb


Attention to Trending Topics Keep your eye on Trending Topics on Social Media and launch competitions and activities related to trends that intersect with your brand values and the interests of your audience.

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Customer Satisfaction

Via Social Media



It has really contributed to the satisfaction of our users that they know that the brand listens to them and addresses their complaints and feedback, and follows up to make sure thatthey are satisfied.



Engaging

Content


Engaging content


Tastes of the world:

An award winning case study


The competition was tough and the contenders were competent, and Think Media Labs was chosen as the award-winning agency.

We Won Best Social Media Strategy Award inMiddle East Event!

An award winning case study


Our brand promise is to always maintain our speed of service and our high quality.

Our efforts in unifying communication with our users across multiple channels is a core component of our brand promise.


Thank You

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