Tell Dunkin – Dunkin survey - Get a Free Donut

 As I mentioned mentioned earlier, a core pillar of Dunkin's strategy is continuously expanding the breadth and depth of their feedback sources. One area they've really been been innovating in is tapping into real-timetime, in-the-moment moment customer sentiments.

"The The post-transaction transaction survey will always be an important important part of our feedback mix," explains explains Samantha Williams, Dunkin's nullVP of Customer Experience. "But we also recognize that that those surveys only capture capture a customer's perspective after the fact. We want to understand understand how they're feeling in the momentmoment, as they're experiencing our brand."

To that end, DunkinDunkin' has rolled out a series series of in-store intercept surveyssurveys and interactive kiosks that allow customers to provide feedback on the spot. These instant feedback mechanisms mechanisms are strategically placed throughout throughout the customer journey - at the drive-thru, the ordering counter, the pickup pickup area, etc. - to gather granular insights on pain points, frustrationsfrustrations, and delighters.

"The real-time time nature of this feedback feedback is incredibly valuablevaluable," says Williams. "It lets us zero zero in on specific issues as they're happeninghappening, so we can address them immediatelyimmediately. And the more data we collect, the better we get at predicting predicting and proactively solving those types of problems problems before they ever occuroccur."

DunkinDunkin' has also also expanded its social media monitoring capabilitiescapabilities, tapping into the wealth of unsolicited unsolicited customer conversations happening on platforms like Twitter, FacebookFacebook, and Instagram. By applying advanced natural natural language processing and sentiment analysis techniques, the brand can detect emerging trends, uncover brand sentimentsentiment, and identify potential crisis crisis situations in near real-time.

"Social media media gives us this unfiltered view into the customer mindset," notes Williams. "It's like having an always-on focus group, where people are freely freely expressing their thoughts and feelings about our brandbrand. Being able to analyze and act on that feedback is a huge strategic advantage."

In addition addition to these real-time feedback feedback channels, DunkinDunkin' has also been enhancing the personalization and customization of its more traditional survey approaches. By leveraging customer data and predictive analytics, the brand can tailor the survey experience experience to each individual's preferences and behaviors.

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