Lithys 2014: McDonald's - Excellence in Customer Satisfaction

Lithys 2014: McDonald's - Excellence in Customer Satisfaction

Company: McDonald's McDonalds logo high res.jpg

Entry submitted by: Julie Fuerst (juliefuerst) Social Media Supervisor

LSW: McDonald's LSW (

Lithy category: Excellence in Customer Satisfaction


On a daily basis, McDonald’s has thousands of customers that contact the company via phone, email or letters; or through social media channels. Through innovative processes and systems, McDonald’s Customer Experience & Insights (CEI) team strives to engage with customers in the channel that they prefer, and provide insights that help protect the brand and customer loyalty. More specifically, the goals of the CEI Social Media team are to protect the brand by helping our customers in social media with issues or questions. The CEI Social Media team works to respond to as many customer service opportunities as possible in hopes that the customer will be “recovered.”


The CEI Social Media Team at McDonald’s has partnered with Lithium to help drive customer recovery on Twitter. McDonald’s began using the LSW platform in January 2014 after a successful demo of LSW at the end of 2013 showed that the platform could help drastically increase the number of customer service Tweets the team was responding to on Twitter.


Prior to Lithium, McDonald’s CEI Social Team was only able to have one “queue” where all of McDonald’s customer service related Tweets would filter into. Having only one queue caused the Social Team to spend a large amount of time filtering through the Tweets, and assigning Tweets to the appropriate teams within McDonald’s. Additionally, the Social Team was fairly limited with searching, filtering, and routing capabilities, which ultimately affected the number of Tweets the Team could respond to.


Lithium has drastically helped the CEI Social Team bring in AND respond to more customer service related Tweets while maintaining reasonable response times. The CEI Social Team’s ability to respond to more customers on Twitter has led to greater customer satisfaction and loyalty, as displayed in customer Tweets below. 


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The CEI Social Team has been able to use Lithium’s functionality to automatically route Tweets to the appropriate team/queue (for example, international Tweets automatically get routed to Global Team, etc.). The CEI Social Team has also been able to use Lithium’s functionality to setup a “Proactive” queue where we’re capturing Tweets outside of @mcdonalds and @reachout_mcd. For example, if a customer Tweets a customer service issue without using one of our Twitter handles, we’re now bringing in and responding to these Tweets when we previously hadn’t- hence increasing the number of customers recovered.


Lithium has allowed the McDonald’s team to bring in 60 times more incoming messages than what the team was bringing in with the previous engagement tool.


The team has also been able to reply to around 135% more customer service related Tweets with Lithium compared to the previous engagement tool and increase customer recovery by about 4%.  


Screenshot from previous engagement reporting tool:

McDonalds screenshot1.png


Screenshot from LSW Export during comparable time period for queues CEI Social Team monitors:


McDonalds screenshot2.png



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Lithium Alumni (Retired)
Status changed to: 2014 Lithy Submission