Nanette Byrnes of BusinessWeek reports that The University of Michigan's American Customer Service Index is out and Fast Food has scored high marks. According to Byrnes' article, "Fast food, which has been climbing steadily since the mid 1990s, tied last year’s record high customer satisfaction figures “Overall they’ve done quite well in matching what they have, including price, to what a growing percentage of the population want,” says Claes Fornell, head of the index."
With the recession sweeping across the United States, many individuals are turning to fast food as a dinner out instead of traditional quick-serve restaurants like Applebee's, Chili's and Friday's. The new influx of customers may make customer service even more important to gain and retain the new fast food customers.
Byrnes reports that, "McDonald’s, with simple innovations like better coffee, does well by that measure these days. The burger giant was rewarded with a 1.4% climb last year to a score of 70. That’s better than both Kentucky Fried Chicken, which dropped 1.4%, and Burger King, which fell 2.8%, the biggest drop in the group. Burger King was late to recognize the consumer’s value focus. "