Customer Intelligence in Practice. McDonald's Case Study.
How can knowledge about customer behavior be translated into customer experience in practice? This approach is enabled by Customer Intelligence, a comprehensive system for delivering value to customers, guided by and based on a strong, deep, and effective customer relationship.
The foundation for building long-term relationships and positive customer experiences is acquiring highly accurate and in-depth customer knowledge. Customer Intelligence gathers this knowledge by observing and analyzing all areas of customer activity—from purchase history to analyzing social media posts.
Customer Intelligence enables the individualization of customer value and personalization of communication. We live in an era of instant, real-time services. The time and route of contact between companies and customers are shortened. Since brand communication and brand reviews are interactive and immediate, the company's response must also be real-time.
Thanks to Customer Intelligence, and in particular its powerful analytical engine, we can predict customer behavior and needs. Based on this, we can personalize both our offerings and our communications. A practical example of implementing real-time responses to customer needs, personalizing our offerings and communications is the McDonald's campaign. Here's how it unfolded:
- Over a period of 3 months, McDonalds has collected a huge database of data on the purchasing behavior and preferences of its customers:
- Based on this, he created attractive, personalized product sets and promotions. He offered them to customers located near the restaurant, leveraging geolocation.
- The campaign turned out to be a huge success, the ROI for the project was 1900%.
The video below presents what the analysis and the entire action looked like:
https://www.youtube.com/watch?v=T7wWMDVZ_W0
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