7Kroc’s dedication to maintaining interdependence was most evident in his decision not to sell vast exclusive territories for multiple franchises. Despite the attractiveness of huge up-front profits in selling off rights to big syndicates, he believed the owner-operator was the best operator. He knew that hands-on owners would care about the business, not just about the numbers.His policy was to award only one restaurant at a time to an owner-operator. If that one was successful, the franchisee could apply for another. This is how Kroc’s empire grew. Product, service, and operations were so good that McDonald’s never worried about finding people who wanted their own cash machine.

McDonald’s has continued to form alliances for marketing purposes— most notably with the Disney Corporation. These two giants have had a global alliance wherein McDonald’s has promoted numerous major film releases for Disney. It is a sponsor of Dinoland at Disney’s Animal Kingdom in Florida and built Ronald’s Fun House at Disney World. Disney employees even sell McDonald’s french fries at Disney World. These two corporations have joint philanthropic ventures, too, including the American Teacher Awards and Young Inventors Awards, and have jointly donated millions of dollars toward the purchase of “Sue,” a Tyrannosaurus rex skeleton, by Chicago’s Field Museum. Clearly the two corporations share common goals—not only in cross-promotion but in catering to similar constituencies. It appears to be a good fit for both.

Ensure that information is kept up-to-date. It is tempting to rely on historic data, and it is always interesting to review the development of trends over time. However, it is much more useful to ensure that data is current and accurate. One of the main reasons websites have grown in scope and popularity, with virtually every major organisation now possessing at least one, is that they offer speed and flexibility when dealing with customers. They are also a valuable source of information.

Analysing information

Database vendors provide tools that allow analysis of information contained in a database, using a query. The process can be automated for large organisations that need to analyse or respond to information quickly, perhaps across a large volume of customer records (airline reservation systems or online bookstores are prime examples). Furthermore, queries can be combined using “and” or “or” commands to identify complex relationships within sets of data; this in turn can be used to identify key issues, opportunities, concerns and trends.

Aggregated data can be used to identify the preferences and habits of groups of customers, as well as data about a specific customer’s preferences. Aggregate data is most useful at the macro strategic level. Individual data is more powerful at the micro level of strategy implementation as it can be used to build a more compelling, customised offer for individual customers.

Loyalty schemes favoured by organisations from airlines to supermarkets exploded in popularity, only to lose their competitive impact within a few years. Part of the reason was that customers learned that the rewards of loyalty were usually small and often uninteresting.

Decide how best to collect the data. Data collection requires a sophisticated approach. It may involve just a few simple, easy-toanswer questions, but it may depend on them being asked at the right time. For example, when a customer has decided to buy online and is at the order screen, provide them with payment options asking how they would prefer to pay, or whether they would be prepared to pay a premium for delivery. Competitions are another popular method of gathering data, as are online surveys.

Test the effectiveness of data collection. The process of data collection may seem logical and necessary, but does it seem so to the customer? Will customers think they are being asked questions that are time-consuming, annoyingor pointless? If so, the cost of acquiringsomemarginally useful datamaynotbeworthit. Theremayalsobeobvious questions such as “How canweimprove our service to you?” that are going unasked, so it helps to consider the obvious before attempting to be too clever. There are three simple rules for data collection:

Put yourself in the customer’s place.
Keep it as simple as possible.
Apply common sense.