Describe the different methods used to track and evaluate customer satisfaction and quality systems for a selected service/product.

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P3: Describe the different methods used to track and evaluate customer satisfaction and quality systems for a selected service/product.

In this assignment, I will be describing the different methods that are used to track and evaluate customer satisfaction for a selected product. I will also describe the different quality systems that are used by an organisation and see how they evaluate their customers. The chosen that I have chosen for this assignment is McDonalds and the selected product I have chosen is the ‘Happy Meal’.

Customers are the main priority for all profit making organisations as without them, organisations such as McDonalds cannot make any profit from their services. This is why customers are vitally important in the process of organisations interacting with them. McDonalds ensure that they keep track of customer satisfaction as ensuring that they provide good customer service to their customers can potentially lead to customers purchasing their products. This will keep both McDonalds and the customer happy as the customer is financing into the organisation and the customers themselves are on the receiving end of good quality products. However, if McDonalds do not keep track of their customer satisfaction, they are potentially missing out on methods to build on that customers are demanding. This is why customer satisfaction must be of a good standard and always kept track of at all times.

McDonalds keep track through customer satisfaction through many different methods such as through their own employees and the products that they sell. McDonalds keep track of their employees as it allows them to see what their customers think and be able to put forward any queries, problems or suggestions they may have in order for McDonalds to run more efficiently. In relation to the happy meal, this is targeted to all types of customers, mainly being the younger generation such as kids and children. This is indicated in the product itself as the happy meal consists of a kid’s toy so that children are ‘happy’ once they have had their product. However, as McDonalds is a very large organisation in which they believe that customer importance is vital to them, they place suggestion schemes in order for McDonalds to receive external views on the product so that areas for improvement can be made. If McDonalds can do this successfully, this will enhance the popularity for the product as they are meeting customers needs and wants to make the product better and more efficient.

Mystery shoppers

Mystery shoppers are a very common method used by organisations to see whether their employees are performing to the standards that are expected from them. They are used as a tactic approach as employees will be tested through another person observing as a ‘normal’ customer. The employees of the organisation will not at any stage know that they are being observed or will they know which customer will be the mystery shopper. This is great for an organisation such as McDonalds as providing good customer service to their customers is seen as vital to the organisation. McDonalds have mystery shoppers working for their organisation as it allows them to see if their employees are providing good customer service and whether that they are maintaining it on a regular basis. Key point’s mystery shoppers cover for McDonalds will be whether the employees provide the food ordered within their time limit, whether they were greeted and see if the employees were friendly. These are some of the points that mystery shoppers most commonly cover when they monitor employee progress.  

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Gap analysis

A Gap analysis is a tool that is used by marketing managers to decide upon marketing strategies and tactics. This allows them to see where they (organisation) want to reach over a period of time and the level if the organisation does nothing at all. The larger the gap between these 2 will indicate that it will take longer for the organisation to gain more of the market share, which is bad for an organisation such as McDonalds.

This is indicated clearly on the graph that if an organisation maintains their normal levels of operation ...

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