Success Story
McDonalds, now serving smooth experiences
McDonald’s faced significant data processing bottlenecks that caused system outages and disrupted email and app notifications. They needed a scalable solution to process vast transaction data efficiently, and a robust framework to manage diverse regional loyalty campaigns.
Industry
Food & Beverage
Date delivered
2021
Length of project
6 months
Solution provided
Technical Development, Business Consulting for CRM and Campaign Management
Technology
Adobe Campaign
The Project
McDonald’s needed to optimise its Adobe Campaign platform to improve data management and customer loyalty program delivery. They enlisted Tap CXM to design a scalable solution and refine campaign strategies. Tap CXM ensured a stable, reliable customer experience across emails and app notifications.
The Challenge
Our main challenge was helping McDonald’s to unclog its data processing pipelines. With 6M+ people in the database, the system would back up and break down. Sometimes it took days to spot the problem.
- Data processing bottlenecks: Millions of transactions overwhelmed the system, causing automation failures and requiring prohibitive manual fixes.
- Managing regional loyalty campaigns: Once the data was flowing, McDonald’s needed a structured system to use it. That meant documenting 200+ region-specific campaigns across six countries.
Tap CXM developed a continuous looping mechanism to process McDonald’s transaction data efficiently. The solution splits data into chunks, enabling smooth processing without bottlenecks and ensuring reliable notifications. To maintain system stability, internal teams received documentation, demos, and training.
After the technical fix, Tap CXM transitioned to business consulting for McDonald’s online loyalty program. We documented over 200 campaign journeys across six countries, considering regional preferences and behaviours. Runbooks ensured CRM teams could effectively use Adobe Campaign for personalised customer interactions.
“We worked closely with diverse teams to solve the data bottleneck problem proactively. That solution is still running smoothly for McDonald’s, and the teams have clearly defined runbooks to manage hundreds of campaigns via the app and email channels.”
Andrew Haines, Founder & CEO, Tap CXM
The Results
The collaboration between Tap CXM and McDonald’s delivered significant results:
- Improved campaign efficiency: The continuous looping solution reduced data processing delays, enhancing customer engagement across digital channels.
- Comprehensive campaign documentation: Detailed runbooks supported McDonald’s regional CRM teams, facilitating the delivery of 200+ campaigns across various channels.
- Enhanced customer experience: Reliable data processing and structured campaigns improved customer interactions, increasing loyalty and retention.
