We need to take actions to get close to customers. These actions include: treating customers like friends; Try to shorten the distance with customers; Think like a customer; Build a stronger relationship with customers.
Do you treat customers as friends?
Because of the changes in environment, technology and lifestyle, many things are being adjusted and changed, so what should enterprises do to adapt to such changes and be close to customers? The most direct and effective way is to treat customers as friends, understand their needs, their sufferings and their situation, and give them care and help. This is what McDonald's requires of itself.
"Value for money" is McDonald's commitment to customers, reasonable prices and nutritious food, which is also the reason why nearly 40 million customers visit McDonald's every day around the world.
In view of the rising weight of modern people, McDonald's began to adopt a plan called "Real Life Choice" in new york and other places on June 5438+ 10, 2004: indicate the fat and carbohydrate contents of several packages on the menu. This program has been grandly launched in new york, New Jersey and parts of Connecticut. In the first batch of 650 fast food restaurants that launched this service, you can clearly see this menu with a breakdown of nutrients. In this way, customers can "add, subtract, multiply and divide" in the existing package according to their nutritional needs, thus preventing excessive intake of fat, carbohydrates and calories.
The reason for doing this "addition and subtraction" is to let customers know that their favorite McDonald's food can meet their nutritional needs. Experts say that the "real life choice" program can make people eat healthier without changing their tastes. McDonald's not only provides customers with high quality and balanced nutrition, but also brings customers more choices and more laughter, so that customers can fully experience the promise of "value for money" of the McDonald's family.
The fundamental reason why McDonald's can enter the global market with a simple business model is to constantly communicate with customers, understand their needs and solve their problems like friends.
For example, in the United States, in the 1970s, McDonald's slogan was "You have a rest today", which expressed Americans' deep belief that professional ethics should be rewarded. The concept of "you should have a rest today" adapted to the social trend of thought that emphasized the return of labor at that time.
In the early 1980s, McDonald's advertising theme "McDonald's and You" emphasized the echo of McDonald's and every individual, and emphasized the value pursuit that individuals need to establish an independent position in life.
In the mid-1980s, it generally turned to "we", which reflected the traditional concern for family values, and McDonald's advertisements changed accordingly: its theme changed from individual customers to family orientation. Its slogan is "This is a great time to taste McDonald's" (this is a good time to try McDonald's delicious food), which effectively links food with family values. Pay special attention to children's upbringing and let parents make their children happy with McDonald's products and strategies.
During the economic depression in the early 1990s, McDonald's began to implement a series of price cuts and a large number of special sales, and "value for money" began to become its advertising theme.
When the economic situation improved, but economic insecurity still existed, McDonald's adopted a more intimate theme: "Did you have a rest today?" Did you have a rest today? This title, through such a hint, expresses McDonald's deep concern and consideration for customers.
Look at McDonald's efforts for children. McDonald's has always insisted on attracting children. As a reflection of the times, McDonald's is trying to attract children to surf the Internet. 1996 McDonald's provides children with the opportunity to design personalized newspaper headlines on the computer screen, so that they can play a rich imagination, such as with Michael? Jordan fought together to defeat the evil aliens. McDonald's knows that this kind of fiction and fantasy creation helps children to establish a basic cultural value-the driving force for the development of individualism.
McDonald's efforts to shorten the distance with customers are manifested in more aspects. Take dairy products as an example. McDonald's dairy products include cylindrical ice cream, Xindi, house-style fresh milk and cheese for hamburgers. 100% pure fresh milk, with sweet, smooth and cool taste, makes it a unique food of McDonald's.
Therefore, McDonald's fresh milk products have become a necessity in recipes, from hamburger cheese to milkshakes and new foods with various flavors, all of which are delicious and high in calcium. McDonald's has strict requirements on the nutritional components of its dairy products, such as fat content, protein content and solid content of skim milk.
As early as May 2002, Beijing McDonald's launched a "all-day nutrition, breakfast first" activity in its 83 McDonald's restaurants: "If you buy any beverage alone, you can get a free pie, or a hamburger at 1 yuan, a pork chop at 2 yuan and a fish at 3 yuan ..." The breakfast combination is 1 yuan.
The efforts of McDonald's in every era are to solve the urgent needs of customers. It is this thoughtfulness and care similar to "friends" that makes customers deeply attracted and unable to leave.