Dunkin’ Donuts Look to Strengthen Customer Loyalty

Dunkin’ Donuts has always had a loyal customer base, which has grown exponentially since early 2014 following the launch of the very popular DD Perks loyalty program.

Now, through a partnership with Salesforce, Dunkin’ Donuts officials hope to strengthen that customer loyalty. Dunkin’ Donuts successfully deployed the Salesforce Customer Success Platform—including Salesforce Platform, Marketing Cloud, and Sales Cloud—to get smarter about its customers, deliver 1-to-1 loyalty journeys, and empower employees to run their business from their phones.

For 10 consecutive years, Dunkin’ Donuts has ranked No. 1 in customer loyalty and engagement in the out-of-home coffee category, according to the Brand Keys Customer Loyalty Index. Dunkin’ officials hope that the Salesforce Customer Success Platform will raise their customer engagement initiatives on one platform, as well as automate and streamline internal processes so that they can dedicate more time to delivering peerless customer experiences.

“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, SVP 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.”
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, and details on how to place On-The-Go orders from the Dunkin’ Donuts mobile app.

What’s more, Dunkin’ Donuts plans 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.

When Dunkin’ Donuts earned its No. 1 ranking earlier this year from the Brand Keys Customer Loyalty Index, Brand Keys founder and president Robert Passikoff told Loyalty360 why the company has displayed such dominance in this area.

“Dunkin’ has been No. 1 in the Brand Keys Customer Loyalty Engagement Index for ten 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 – has 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.”

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