February 2, 2009 By BJ Cook,
With most brands, I wouldn't take the time to point out the flaws and also give them tips on how to improve my customer experience. I felt in this case that Dunkin Donuts had the opportunity to not only gain some insight from a loyal customer (23 years in the making), but also hear how their various divisions were communicating with each other. Today's DOodle! Enter the DUNKIN' DONUTS customer experience, offline to online on this 2nd day of February:
  1. Received my sample package of DUNKIN' DARK Dark Roast in the mail or so I thought ...?
  2. The package shows Dunkin Donuts ORIGINAL BLEND Medium Roast on the front.
  3. I inspect the box like the multichannel marketer I am to discover lack of website URL anywhere on the packaging.
  4. I pull out the insert pouch. AH HA! The website URL is printed in like 6 point font on the back.
  5. I head over to the website: www.dunkinathome.com
  6. Where do I give customer feedback?
  7. I click on the cool little blog tag button and my popup blocker denies their popup window quickly.
So with all these tiny micro-actions or as David Armano called micro-interactions;

What can DUNKIN' DONUTS learn?

Let's break this baby down into some main topics of focus. Yes I'm writing this like it's in my head.

Package Design

  1. Put the website URL on the box. (See my photo below)
  2. Make sure that the box shows what is inside. Meet my expectations,since I took the time to fill out the form and selected DUNKIN' DARK.
  3. Make sure that everyone can find the website URL. Use a bigger font and put it somewhere more prominent.

Website User Experience

  1. Offer a way to give feedback on the product that I just took the time to make and taste.
  2. Make sure you test that your only way of triggering social media isn't blocked by some other technology.
  3. In the area of social media marketing, I bet with a little help; you could get people tapping their own networks on Facebook, Myspace, Twitter, Email and sharing their experience with others.
  4. Let people know they can connect to your Facebook Fan Page - I didn't even know it existed
Overall it seems the marketing team needs to sync up better to ensure you're covering all bases. It's great to see a good attempt at this offline to online process, but like all things it has lots of room to improve! Our office generally runs on DUNKIN' from time to time. So what did I think of the actual coffee itself? Solid, met my expectations and classic DUNKIN'.

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