For more than 50 years, Dunkin Donuts has offered customers throughout the Unites States and around the world a consistent experience – the same donuts, the same coffee, the same store décor – each time a customer drops in. Although the chain now offers iced coffee, breakfast sandwiches, smoothies, gourmet cookies, and Dunkin Dawgs in addition to the old standbys, devoted customers argue that it’s the coffee that sets Dunkin Donuts apart. To keep customers coming back, the chain still relies on the recipe that founder Bill Rosenberg crafted more than 50 years ago. The company is so concerned about offering a consistent, high-quality cup of coffee, that managers in Dunkin Donuts “Tree to Cup” program monitor the progress of its coffee beans from the farm to the restaurant. The result Dunkin’ Donuts sells more cups of coffee than any other retailer in the United States – 30 cups a second, nearly one billion cups each year. Building on that success, the company plans to more than triple its current number of stores, amassing 15,000 franchises by the year 2015. After viewing the video featuring Dunkin Donuts, answer the following questions about managing profitable customer relationships. 1. How does Dunkin Donuts build long term customer relationships? They were able to build long term customer relationship by being simple. Per Will Kussell (Chief Operating officer for U.S. DD) Bill Rosenburg (started DD franchise) believed in great products and customer service and having great quality for their brand and making it very affordable. He ensured that their products were consistently well maintained. Also they listened to their consumers, did a lot of taste tests and research. They have extensive training programs and offer consumers fresh products. All this allowed them to have a bond with their consumers….these new products are what customers want….customers wanted something and Dunkin Donuts listened and provided customers with what they...
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