The consumer is
dynamic not static, and Dunkin’, founded in 1950,
is the largest coffee and donuts brand in the United States, with more than
13,200 restaurants in nearly 40 global markets is more customer relevant today
than ever according to Steven Johnson
Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Dunkin’s
Customer-focused marketing is a strategic approach that prioritizes the needs
and satisfaction of customers. It revolves around creating a company culture
dedicated to enhancing customer experiences and building strong relationships
with them. Here are some key points about what Johnson thinks Dunkin’s customer-focused marketing
is doing right:
1.
Definition: Customer-focused marketing puts
the customers’ needs first. It involves actively listening to
customer feedback, providing excellent customer service, and delivering
personalized experiences.
2.
Importance:
o
High Standards: Customers now have higher
expectations for service, especially after the challenges of the past
year.
o
Sales Boost: Companies that offer preferred
customer service channels and personalized experiences can drive more sales.
o
Churn Prevention: A lack of customer focus can lead to
customer churn. Even one bad customer service experience can prompt customers
to switch to a competitor.
3.
Examples of Customer Focus:
o
Good Customer Service: Prompt, helpful, and friendly
interactions with customers.
o
Feedback Implementation: Actively using customer feedback to
improve products and services.
o
Personalized Experiences: Tailoring interactions to individual
preferences.
4.
Benefits of Customer-Focused Marketing:
o
Loyalty: Building loyal relationships with customers encourages
repeat business.
o
Efficiency: Efficient marketing campaigns with
targeted messaging keep costs down.
o
Agility: Connecting with customers when they’re ready to take
action makes businesses more agile.
o
Differentiation:
Offering personalized offerings sets a brand apart in the marketplace12.
To
that point, in the latest installment of a series of commercials for the
Canton, Ben Affleck stars as a member of the parody band, The DunKings.
The
DunKings Iced Coffee is Affleck’s go-to order, and now it is available for fans
to order off the official Dunkin’ menu. The Ben Affleck beverage features
classic iced coffee with notes of vanilla, combined with cream, and topped with
sweet cold foam and a dusting of cinnamon sugar. The second item featured in
the commercial, Munchkin skewers, are three assorted munchkins on a skewer,
meant to look like the olives in a martini. Both items will be available for a
limited time starting Feb. 12.
Additional
menu items included in the drop that are available only on the Dunkin’ app
include:
·
Everything Encore Breakfast Sandwich: Everything Bagel with sweet black pepper seasoned
bacon, white cheddar cheese, and egg.
·
Hazelnut Heartthrob Iced Coffee: Hot or iced coffee blended with sweet caramel, notes
of hazelnut, and whole milk.
·
Mixed Berry Beats Dunkin’ Refresher: Strawberry Dragonfruit Dunkin’ Refresher with an
extra shot of raspberry flavor.
The
first Dunkin’ commercials were created after images of Affleck holding an
iced Dunkin’ coffee with a somber expression went viral online. Eagle-eyed
viewers started compiling copies of these photos as Affleck went on his daily
Dunkin’ run. Now these new commercials edified Dunkin’ with both new and old
customers and even a few football fans.
For
international corporate presentations, regional chain presentations,
educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA
based Foodservice Solutions. His
extensive experience as a multi-unit restaurant operator, consultant, brand /
product positioning expert, and public speaking will leave success clues for
all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call
1-253-759-7869
No comments:
Post a Comment