Dunkin’ Brands is working to earn customer loyalty and enhance the customer experience with multiple programs from Salesforce.
Dunkin’ Brands has now successfully deployed the Salesforce Customer Success Platform, including the Salesforce Platform, Marketing Cloud and Sales Cloud.
These programs from Salesforce will help Dunkin’ Brands to deliver one-to-one loyalty journeys to its customers and to and empower its employees to run the business from their phones.
Dunkin’ understands that loyalty can only be earned by putting the customer at the center of everything it does—a commitment that has earned it the number one ranking in customer loyalty and engagement in the out-of-home coffee category for 10 consecutive years, according to the Brand Keys Customer Loyalty Index. Dunkin’ turned to the Salesforce Customer Success Platform to bring its customer engagement initiatives on one platform, as well as automate and streamline internal processes so that it can dedicate more time to delivering unmatched customer experiences.
Dunkin’ Builds Loyalty Through Insight and Personalization
The Dunkin’ Donuts loyalty program, DD Perks, is designed to provide its customers with rich, personalized experiences through the delivery of content and offers that are relevant to their individual preferences. Using Marketing Cloud, Dunkin’ Donuts is able to analyze and respond to a customer’s behavior throughout their loyalty journey—from acquisition to onboarding to engagement. Since June 2015, the brand has sent more than 1.5 million DD Perks members through onboarding journeys. These journeys deliver personalized messages to customers educating them on program benefits, providing exclusive offers on their favorite products, details on how to place On-The-Go orders from the Dunkin’ Donuts mobile app and more.
Additionally, Dunkin’ expects to send more than 700 million emails this year and uses Marketing Cloud to power its email marketing—ensuring it delivers customers only the most relevant and targeted content. Marketing Cloud also enables Dunkin’ Donuts to connect with guests through its mobile app—giving them the opportunity to receive exclusive mobile offers, order On-The-Go, and pay right from their mobile device. The Dunkin’ mobile app has been downloaded more than 16 million times since its launch in 2012.
Dunkin’ also uses Salesforce to empower its employees to work from anywhere, run their business from their phones and streamline internal processes.
“The demands of customers today are greater than they’ve ever been due to the wealth of information and access right at their fingertips, and if Dunkin’ isn’t delivering on those expectations, our customers will go somewhere else that will,” said Scott Hudler, senior vice president and chief digital officer, Dunkin’ Brands. “The Dunkin’ brand was built on brick and mortar locations, but now, we have evolved our engagement strategy to make the customer experience even better, across physical stores and digital channels. That’s what Salesforce is helping us do.”
“Customers expect a seamless and personalized experience from the companies they do business with, every step of the way,” said Bob Stutz, CEO, marketing cloud and chief analytics officer, Salesforce. “For more than 60 years, delivering a great customer experience has been key differentiator for Dunkin’, and now with Salesforce, the company is able to extend that personalized, one-to-one customer experience across digital channels.”