As customer experience becomes a differentiating driver of brand loyalty, the perception of a company that delivers exceptional CX is a strong indicator of its overall success.
This is the basis of the annual Brand Keys Customer Loyalty Engagement Index (CLEI). The ranking seeks to determine which brands are most effectively able to engage customers by meeting or exceeding expectations.
A mainstay among the top brands when it comes to CX, past Loyalty360 Award winner Dunkin’ Donuts once again proved its excellence in the space with an 11th straight year on top of the out-of-home coffee category, as well as a fifth consecutive win in packaged coffee.
“We congratulate Dunkin’ Donuts for absolutely stellar performance again this year. This is the eleventh year in a row they have anticipated and met customer expectations in the Out-of-Home Coffee category,” said Robert Passikoff, president & founder of Brand Keys, “and it’s the fifth straight year in which they ranked number one in the Packaged Coffee category. Dunkin’ has managed to leverage the values of their brand to create both a literal and virtual connection with their customers. There aren’t many brands that are able to do that. We raise our coffee mugs to toast Dunkin’s on-going success.”
A large part of Dunkin’ Donuts customer experience success is owed to the DD Perks® mobile app. The app gives Dunkin’ an incredibly strong presence in the growing mobile space and was among the first to offer truly personalized recognition and discounts. Not content with resting on its laurels, the brand looks to continue innovating in 2017.
“Dunkin’ Donuts is strategically focused on new and innovative ways to keep our loyal guests energized with our coffee and beverages, quickly and conveniently,” said Chris Fuqua, senior vice president of Dunkin’ Donuts Brand Marketing & Global Consumer Insights & Product Innovation. “In 2016, this included one of our most important initiatives, the launch of On-the-Go Mobile Ordering, allowing members of our DD Perks Rewards Program to place their order ahead of time and speed past the line in the store to pick up their favorite menu items. We are proud to once again be recognized by Brand Keys for our commitment to offering exceptional service and earning our customers’ loyalty every day.”
Building on previous success is a key component of successful brands, and Dunkin’ Donuts’ ability to continue to innovate from the head of the pack continues to set it apart from others in the market.