OK, I admit it. Once in a while I’ve just got to have a McDonald’s Quarter Pounder. And fries. And a soda. When I’m there, I’m always struck by my experience. A very consistent experience.

So, when I ran across crucial research, provided by Seattle’s Razorfish, on the consumer’s point of view on engaging with businesses through social media, I was struck with some correlations between my McDonald’s experience and the point of view research.

When the smiling man or woman at McDonald’s takes my order, I feel valued. Special. There may be a line behind me but at that moment, I am the center of attention. When you engage consumers with social media, or any other channel, they need to feel the same. Like you are speaking directly to them and their needs.

Once I place my order, I like watching the bustle of activity that soon produces my food. They are efficient and transparent. And I like that. Do the same with your business — engage your customers with efficiency. Pay attention to systems and procedures and make sure they are customer-centric.

When you visit a McDonald’s, you trust that you will have the same experience — and the same tastes — no matter the location. When you order a Quarter Pounder in Sherman Oaks, California, you know it will be the same as the Quarter Pounder you ordered on Sherman Street here in Wausau. The food, the atmosphere, the experience — it’s consistent.

So provide consistency for your customers no matter what channel they choose to engage with you — consistent messaging, a consistent look and feel, a consistent experience.

And last but not least, I maintain control over when and where I indulge my yen for fast food. It’s episodic and cyclical and always based on my needs and desires. Don’t be pushy. It’s ok for you to look for opportunities to interact with your customers but make sure you respect the consumer’s need for control. Let them indulge on their own time.

Whether you’re a business-to-business or business-to-consumer enterprise remember that your customers are human beings. They want: 

• To feel valued
• To have their engagement handled with efficiency
• To place their trust in your company
• Their experience to be consistent and relevant
• To have control over how and when they engage with you