In the fast-paced world of the food and beverage industry, where consumer preferences can shift rapidly, it is critical for businesses to maintain a strong pulse on the evolving needs and desires of their customers. This is precisely the philosophy that has guided Dunkin’, the iconic coffee and donut chain, in its approach to gathering customer insights and shaping its strategic decisions.
At the center of Dunkin’s customer-centric strategy is the Tell Dunkin’ survey, an online questionnaire that invites customers to provide direct and detailed feedback about their experiences with the brand. Launched several years ago, the Tell Dunkin’ survey has become an essential tool for the company to listen to the voice of its customers and use those invaluable insights to drive continuous improvements across its operations.
“We’ve always believed that the key to our success lies in our ability to truly understand and meet the needs of our customers,” said Stephanie Meltzer-Paul, Vice President of Digital and Loyalty Marketing at Dunkin’. “The Tell Dunkin’ survey gives us an unfiltered window into the minds of our customers, allowing us to identify areas where we are excelling as well as opportunities for enhancement.”
The survey covers a wide range of topics related to the Dunkin’ customer experience, including product quality, speed of service, cleanliness of the stores, and overall satisfaction. Customers are encouraged to rate their experiences on a numerical scale, as well as provide open-ended comments and suggestions for improvement.
“We designed the Tell Dunkin’ survey to be comprehensive yet concise, capturing both quantitative and qualitative feedback from our customers,” explained Meltzer-Paul. “This balanced approach allows us to identify trends and patterns in the data, while also gaining rich, contextual insights that would be difficult to uncover through numerical ratings alone.”
Once the survey responses are collected, the Dunkin’ team undertakes a meticulous analysis to uncover key insights and identify areas for potential enhancements. This process involves a multi-disciplinary approach, with input from cross-functional teams across marketing, operations, product development, and customer experience.
“We don’t just look at the survey results in isolation,” said Meltzer-Paul. “We also cross-reference the feedback with other data sources, such as sales figures, customer loyalty program engagement, and social media sentiment, to gain a more holistic understanding of the customer experience.”
One of the most powerful applications of the Tell Dunkin’ survey data has been in informing the company’s product development and innovation efforts. By closely analyzing customer feedback on existing menu items, as well as gauging interest in potential new offerings, Dunkin’ has been able to make strategic decisions that closely align with the evolving preferences of its customer base.
“Our customers are incredibly engaged and passionate about our brand, and they’re not shy about sharing their opinions on our products,” said Meltzer-Paul. “We’ve used the Tell Dunkin’ survey to identify trending flavors, understand new dietary preferences, and even test out potential menu items before rolling them out nationwide.”
One recent example of this customer-driven innovation is Dunkin’s introduction of the popular plant-based Beyond Sausage sandwich. The company had been monitoring growing consumer interest in plant-based meat alternatives, and the Tell Dunkin’ survey provided clear evidence that customers were eager to see such an offering from the brand. Armed with this insight, Dunkin’ was able to rapidly develop and launch the Beyond Sausage sandwich, which has since become a staple on the menu.
In addition to product development, the Tell Dunkin’ survey has also played a crucial role in shaping the company’s operational and customer experience strategies. By analyzing feedback on elements such as speed of service, store cleanliness, and overall satisfaction, Dunkin’ has been able to identify pain points and implement targeted improvements.
“We’re not just looking at the survey data in a vacuum – we’re using it to drive real, tangible changes that directly benefit our customers,” said Meltzer-Paul. “Whether it’s investing in new training programs for our crew members, optimizing our in-store processes, or enhancing our digital ordering capabilities, the Tell Dunkin’ survey helps us stay laser-focused on the areas that matter most to our customers.”
The success of the Tell Dunkin’ survey has not gone unnoticed, with the company receiving numerous accolades for its commitment to customer-centricity. In a recent industry survey, Dunkin’ was recognized as a leader in customer experience, with the Tell Dunkin’ program cited as a key driver of the brand’s strong performance.
“Our customers are the lifeblood of our business, and we’re honored to be recognized for our efforts to put their needs first,” said Meltzer-Paul. “But we know that the work is never done – we must continuously evolve and adapt to stay ahead of the curve and exceed our customers’ expectations.”
Looking ahead, Dunkin’ plans to further enhance the Tell Dunkin’ survey with new features and capabilities, such as personalized survey experiences based on individual customer profiles and real-time feedback loops that enable quicker responses to emerging trends.
“The Tell Dunkin’ survey is not just a static data collection tool – it’s a dynamic, living platform that allows us to engage with our customers in an ongoing, meaningful way,” said Meltzer-Paul. “As we continue to grow and innovate as a brand, you can be sure that the voice of the customer will always be at the forefront of our decision-making process.”
Tell Dunkin 
Leave a comment