Proving the business value of older workers
Research into 400 of McDonald’s restaurants showed that customer satisfaction levels were 20% higher in restaurants that employed people aged 60 and over. Managers said that later-life workers empathise with and connect well with customers and “go the extra mile” to deliver the best possible customer service.
Issue 208 of the Equal Opportunities Review (Michael Rubenstein Publishing Ltd) features the results of research conducted by the Centre for Performance-Led HR at Lancaster University Management School to examine the performance of 400 McDonalds restaurants. The study clearly demonstrated the very real business value of older workers. Levels of customer satisfaction were on average 20% higher in restaurants that employ staff aged 60 and over.
Further research was then commissioned to investigate the benefits that older workers brought to the business. A survey of 148 restaurant managers showed that: (i) over two-thirds (69%) of managers said later-life workers empathise with and connect well with customers;(ii) almost half (47%) cited later-life workers’ ability to “go the extra mile” to deliver the best possible customer service; and (iii) 44% believed later-life workers brought mentoring skills to the workplace, helping younger colleagues develop and mature.
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