STRATEGIC PARTNERS
July 26, 2021
McDonald's is launching a Customer Experience team that it said will transform the way customers engage with the brand. This team brings together the Data Analytics, Digital Customer Engagement, Global Marketing, Global Restaurant Development and Restaurant Solutions functions to handle customer experience at each physical and digital customer touchpoint, a news release said.
To lead the new team, McDonald's has promoted Manu Steijaert to the newly created role of executive vice president and global chief customer officer, effective Aug. 1. Steijaert will report to President and CEO Chris Kempczinski.
"The formation of the Customer Experience team strengthens McDonald's ability to lead the industry in anticipating and delivering on customer needs at every part of the brand journey, which increasingly extends beyond the walls of the physical restaurant through digital, delivery and drive-thru," Kempczinski said in the release. "As customer needs continue to evolve, we will create a frictionless brand experience across all our service channels using the insights generated from our increasingly important digital platforms. Manu's deep understanding of the needs of our customers and his rich perspectives from multiple markets will be invaluable in leading this new team."
With more than 20 years in the McDonald's System, Steijaert brings extensive knowledge of McDonald's global customer base to the role, most recently serving as vice president, International Operated Markets, where he drove a customer-led and growth-focused approach to supporting the country leadership teams in 12 markets.
"Our customers are at the heart of everything we do at McDonald's, and we have reached a pivotal moment when technology and data have begun to shape nearly every facet of the customer experience," Steijaert said in the release. "I am thrilled to lead this new team as we work to create more and better ways to connect with our customers at every touchpoint, transforming the definition of customer interaction."
Steijaert started his McDonald's career in 2001 as a field service consultant and held various operations roles before becoming vice president, Operations for France in 2012, where he led restaurant innovation efforts. In 2015, Steijaert took on leadership of the Netherlands before transitioning to VP, International Operated Markets in 2019. The son of a former Belgian McDonald's Owner/Operator, his first McDonald's restaurant experience dates back to 1987, when he started working as a crew member at his parents' restaurants
