Dunkin’ Donuts has once again been recognized as a leader in customer engagement and loyalty. The chain of coffee and doughnut stores was named a top brand in the annual Brand Keys Customer Loyalty Engagement Index, a survey designed to determine which brands are going the extra mile in driving loyalty and creating an engaging experience for guests. This marks an incredible 10th straight year in which Dunkin’ Donuts was recognized in the survey.
Robert Passikoff, founder and president of Brand Keys, spoke to Loyalty360 about the dominance Dunkin’ Donuts has shown over the course of a decade.
“Dunkin’ has been No. 1 in the Brand Keys Customer Loyalty Engagement Index for 10 years because it has been expert at identifying and tracking customer values that better engage consumers and build loyalty,” Passikoff explained. “Dunkin’s outreach – via apps and digital marketing – have been unparalleled in the category and the bottom line is ultimately the brand’s ability to connect – emotionally and rationally – with consumers. When you combine all that with a real sense of personal service and great variety and selection, you have the recipe for success.”
The Dunkin’ Donuts customer experience is unlike any other. The brand’s award-winning DD Perks Rewards program is an industry leader in building engagement, as well as offering added value in the form of personalized rewards based on the individual user’s previous purchase habits. The mobile app also gathers valuable consumer data, allowing the company to tailor customer experience according to consumer needs.
Dunkin’ Donuts attributes the company’s success to its use of technology in providing customers with a seamless buying experience.
“We’ve launched digital technologies like mobile ordering and delivery that make it even more convenient for people to run on Dunkin’, and we continue to grow our DD Perks Rewards program,” said Chris Fuqua, VP of Dunkin’ Donuts Brand Marketing, Global Consumer Insights, & Product Innovation. “On behalf of our dedicated Dunkin' Donuts' franchisees and crew members who consistently provide our guests with fast and friendly service all day long, we are honored to be recognized by Brand Keys for customer loyalty for the tenth year in a row.”