McDonald’s Hong Kong is committed to offering customers a better dining experience with its brand-new service concept “Experience of the Future”. “Experience of the Future” comprises four major pillars: the next generation of restaurant experience, the next generation of convenience, the next generation of service and the next generation of burger experience. Technology plays a very crucial part in articulating and enabling the holistic effect on “Experience of the Future”.
In terms of customer touch points, the Engagement Kiosks, McDonald’s App, Digital Menu Board, as well as the MyVoice App, all join to provide a hassle-free dining experience, while seamlessly working today to offer personalized experience to the customers. At the back end, the adoption of the Cloud technology for Data Warehouse, Social CRM and Data Analytics (including Big Data) from every customer touch point provides an engine for personalization to every customer. With data analytics, omni-experience, digital transformation of the internal work process, as well as tech-savvy customer-engagement platforms, McDonald’s has made the experience more fun, convenient and enjoyable for customers. The overall customer satisfaction score has doubled since the launch of “Experience of the Future” in Hong Kong, while sales also achieved significant uplifts.