McDonald’s names first global chief customer officer, creates new customer experience teamMcDonald’s names first global chief customer officer, creates new customer experience team

McDonald’s has promoted Manu Steijaert to the new role of executive vice president and global chief customer officer, the chain announced Tuesday, effective August 1. Along with the new role, the quick-service chain has created a brand-new customer experience team.

Steijaert will report to CEO Chris Kempczinski and lead the new team, which will bring together the company’s data analytics, digital customer engagement, global marketing, global restaurant development and restaurant solutions.

“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 a statement. “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.”

A 20-year McDonald’s veteran, Steijaert most recently served as vice president of international operated markets, where he drove a customer-led and growth-focused approach to supporting the country leadership teams in 12 markets. He has served roles in France and the Netherlands during his tenure with the Chicago-based company.

“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 a statement.  “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.”

McDonald’s retained the top spot in the Datassential Firefly Top 500 rankings, taking in over $39 billion in 2020 with a slight increase in same-store sales.