Archives for posts with tag: mcdonalds

founder
I have been reviewing books for a number of years now; however, movies have always been my passion and on occasion I have used movies in staff meetings for the accessibility of the message, and for more personal management lessons. I decided that it was time to share some of these. Please note that this review does contain spoilers for the movie and is more of a reference for interesting scenes and themes.

The Founder is the true story of The McDonald Brothers, who created the first McDonald’s Burger Restaurant, and Ray Croc who saw the potential in what the McDonald Brothers had created and turned it into the franchise and behemoth that we know today. Starring Michael Keaton, as Ray Croc, The Founder is certainly a cautionary tail about choosing your business partners, but it is also a story about realizing potential, and understanding your business and your customers.

The movie starts by following Ray Croc as an ice cream mixer sales man to bad drive in restaurants. While it is obvious that he is an archetypal slimy sales man, the patter he uses is surprisingly modern and essentially comes down to “build it and they will come.”
When he comes across the McDonald Brothers’ restaurant, it is different from any that the traveling salesman has come across in the past: Bulk sales of three items, no plates or utensils, and the food is received in 30 seconds rather than 30 minutes.

While the story of how the brothers reached this point is interesting on many levels, the 20-minute mark is of particular note. The McDonald Brothers take their staff to a tennis court, lay out their new kitchen design in chalk, and have the staff act out the “speedy system” that will allow them to make burgers like nobody else. What is most interesting about this sequence is the McDonald Brothers attention to detail and choreography of how their staff moves. They recognize that they are creating a system and that it has to be right or it will not work at all – even if that mean them redesigning the kitchen multiple times.

At the 50-minute mark the discussion of franchising, and the potential for a drop in standards, is examined in detail. This in turn leads to the realization that franchise owners should be sales people who are wholly vested in the venture, and looking for an opportunity, rather than just investors looking to make money anyway they can. Again, this plays into a central theme of the movie – chose who you go into business with wisely.

One hour and 18 minutes marks the real revelation of the McDonald’s story. That the McDonald’s franchise is not in the burger business at all, but actually in the real-estate business. Rent provides steady revenue and it is capital that fuels expansion.
Things start to go seriously wrong for the McDonald Brothers at the one hour and 29-minute mark with the breaking of their contract with Ray Croc and how Ray Croc sees business. A significant take away from the movie is that the McDonald Brothers and the Ray Croc have fundamentally different views on business, what a business should be to the community, and how a business person behaves.

It is certainly a cautionary tale.

While it would be a mistake to paint Ray Croc as a mustache twirling villain, his ethical standards are dubious at best. Re-watching the movie, with the benefit of knowing what happens, it is interesting to note all the places where the McDonald Brothers treat Ray Croc less as a partner and more as an employee. They frustrate his attempts to monetize the franchise, and are unbending in their standards even if that creates a significant impediment to the creation of a viable business. One can certainly see the position that Ray Croc finds himself in, and while his solution is mean and dishonest, it is not one of his making. Unlike most business stories where the good guy visionary’s do battle against the dark hearted managers, “The Founder” is more a tale of restrictive managers with a good idea and a visionary with dubious morals.

A thoughtful viewing of “The Founder” should provide pause for anyone going into a partnership, and it should also serve as a cautionary tale of the value of communication in a business, the miracle of systems, and the power of vision.

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I’ve been holding staff meetings in veterinary hospitals for 10 years.

That is a lot of monthly staff meetings.

It occurred to me perhaps others could use some of this information for their own meetings in the same way that I used this information from where ever I stole it from.

You can find Part Two on Team Building Exercises and Games here, and Part Three on Communication Tools here.

I’m envisioning this being an ongoing resource for those who have to come up with topics for discussion or team building. I have removed a lot of the hospital specific information and so please feel free to add, rearrange, and generally change the information to suit your practice, or business.  I’m going to try and keep similar subjects together. This week we are looking at customer service. If you end up using some of this I’d love to see your slide decks or presentations.

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The Client Centered Practice

Why should we care about clients?

We are here for the pets…

To help pets we have to invest in happy clients.

We are here to cater to Clients Our job is to make our clients experience exceptional and therefore to return.

1st impressions are formed in 7 secs. Be Likable: attitude, smile, eye contact, raise eyebrows, shake hands, lean in but stay 2′ away.

Ask clients why they named their pet what they named them. Open ended questions help boost engagement.

Be complimentary, thank clients for trusting you / us with their pet.

Any time you surprise clients you build customer loyalty. If you do something nice for them they will do something nice for us.

Tell clients stories about their pet. Make sure clients know what you do to make pets comfortable.

Upset clients are a chance for us to shine: “What I will do is…” “We appreciate your feedback…” “Let me see what I can do about that.”

Use the pets name in the conversation. Do not refer to he, she, or it. If you must refer to the sex… GET IT RIGHT!

Internal Customer Service

How we interact with each other is at least as important as how we interact with clients.

Every time we do not deliver excellent customer service to a co-worker there is a client, or patient, at the other end who is not getting good customer service.

Always try to view things from our client’s perspective.

A client’s reality is not ours.

Our clients should never suffer because internal issues.

Phone Based Customer Service

Every client who calls wants to come in.

Every client will call other places if we let them.

It is difficult for owners to evaluate the quality of veterinary services. They can’t use logic to evaluate services they only know how we make them feel.

55% of communication is visual.

7% of communication is content.

38% is how things are said.

On the phone we are already handicapped because of the lack of visual.

How we say things is doubly important.

The ROI of awesome customer service (15:00 minute mark to 20:25 minute mark)

 

Setting Customer Expectations

We don’t know what our clients are expecting.

Some vet hospitals do things differently than others.

Clients get upset because we do not do what they thought we should do.

A customer has a certain expectation of customer service when they visit Wal-Mart or a McDonalds.

A customer has a different expectation of the level of customer service when they visit Nordstrom or Starbucks.

A customer who goes to Nordstrom and get’s a Wal-Mart level of service…

(Give examples of online reviews and client expectation mismatch)

Zappos charge for shipping, and clients expect to be charged for shipping.

However, occasionally giving away free shipping to a client makes the client feel valued and grateful.

If we let client’s know what is going to happen and then we exceed those expectations they will love us for it.

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