Discussion: (Minimum 1 page required) Apply Critical Thinking Overview: Gone are
ID: 346186 • Letter: D
Question
Discussion: (Minimum 1 page required)
Apply Critical Thinking
Overview: Gone are the days when management expected workers to check their brains at the door and do only as told. Today, you will be expected to use your brains when thinking critically. You will be solving problems and making decisions. Faced with a problem or an issue, most of us do a lot of worrying before separating the issues or making a decision. You can change all that worrying to directed thinking by channeling it into the following procedure.
Identify and clarify the problem.
Gather information.
Evaluate the evidence.
Consider alternatives and implications.
Choose the best alternative and test it.
Let's look at McDonald's. Some franchise owners are unhappy with the multiple lines of service. Customers don't seem to know where to stand to be the next served. Tempers flare when aggressive customers cut in line, and other customers spend so much time protecting their places in line that they are not ready to order. As a franchise owner, you want to solve this problem Any new procedures, however, must be approved by a majority of McDonald's owners in a district. You know that McDonald's management feels that the multiline system accommodates higher volumes of customers more quickly than a single-line system. In addition, customers are turned off when they see a long line
In your own thread, answer the following questions:
Individually, use the critical-thinking steps outlined here. First, begin by clarifying the problem. Second, where could you gather information? Would it be wise to see what your competitors are doing? How do banks handle customer lines? Airlines? Third, evaluate your findings and consider alternatives. What are the pros and cons of each alternative? Fourth, choose the best alternative.
Explanation / Answer
Issue highlighted in the case is multiple lines at the McDonald outlets. The lines cause frustration among the customers and pressurize those at the billing counters, sometimes causing chaos and ruckus.
Lines are formed when the customers keep coming at a faster pace than rate of service. In such cases, when the billing counter also doubles as the delivery point, the chaos is bound to happen. Sometimes abnormally high flow of customers, such as on public holidays and festivals throw the system out of gear, causing the formation of many lines and high service and waiting times.
Waiting is indispensible in many cases, but it can be made less annoying for the customers. Every industry has its own way of dealing with the lines. Examples are Quick service restaurants, rail ticket vending line, airport check in, parking lot to name a few. Each service deals it according to the factors specific to that industry.
The lines are managed in different ways at different establishments. Many service outlets give a token to the incumbants and make them seated in a waiting space till they are ready to be served. Some do critical study on the arrival patterns and service loads to come out with a forecast that helps them to manage the billing and service operations in optimal ways, so as to keep the customers waiting for minimum time and causing least discomfort. Some others separate the billing and delivery counters and a token system helps the customers track their order, waiting and nibbling on some ready to eat starters that are available at their seat, of course at a separate price, just to keep them engaged while listening to some good music.
At Mcdonalds, the method that suits the best a quick serve restaurant is a combination of three points of contact, a token system, a payment desk and a delivery point. Payment time can be minimized by introducing a pre paid Mc Card that can be recharged just as a cellphone card or a metro commuter rail card, where the payment can be done through self service ordering kiosks and swapping the card to pay the money. The service time can be optimized by advanced forecasting methods that can predict the customer flow at any given time or day, and managing the resources accordingly. Alternatively they can pay through a mobile application which can communicate a delivery time and address of nearest outlet to them, where they can save on both time and convenience.
The system described above will need investment in advanced technology which can be expensive at the start, but will pay for it through convenience and efficiency.