Innovation according to Tveito (2015) is the impelling cause economically, socially and culturally that drives change and growth. It is an unceasing process that incorporates the current aspects of a product, technology or service, with new ones to improve or better the products. In a business environment, customers experience the products and services first hand, and from this, they can give positive or negative feedback to the business about the products. According to Tveito (2015), customer feedback, which can be in the form of complaints influences the decision-making process of the business precisely regarding matters about the products and operations. Therefore, customers are a direct source of innovations to the business (Tveito, 2015).
For instance, in the food service industry, it is vital for businesses to deliver their services quickly and with utmost hospitality. For the McDonald’s Company, a major complaint from its customers was the lengthy queue and time spent in billing (Morgan, 2017). Being a fast food joint, it indicates that the customers that seek services from this establishment require the products and services quickly. Despite the numerous innovations by McDonald’s that aim to increase the efficiency of its operations, the billing aspect of its process has affected customer satisfaction. That is, waiting in line makes the process slow for customers translating to a bad experience and dissatisfaction at the premises.
Use your promo and get a custom paper on
"Entrepreneurial Creation Improves Customer Experience".
To address this customer complaint, McDonald’s has empowered its customers with a tool that enables them to carry out some of the tasks on their own. This tool is the innovative ‘cashier kiosks’ that allow the customers to bill the services without interacting with people (Morgan, 2017). This automation of the billing system in the business is a great example of customer complaints inspiring innovation in the business.
This innovation has improved speed and efficiency for the service delivery to customers at McDonald’s. Increased efficiency translates to better customer experience and satisfaction. Although the human interaction between the customers and the company’s staff is minimized, this innovation is ideal for McDonald’s as a fast food business as compared to other related businesses like sit-in restaurants.
- Tveito, V. (2015). Customers and Consumers as a source of Innovation (Master’s thesis).
