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Krispy Kreme focuses on customer experience with new feedback programme

Premium doughnut retailer Krispy Kreme UK has introduced a new in-store customer feedback programme which measures the experience of real customers at its UK retail outlets.


Krispy Kreme focuses on customer experience with new feedback programme

Working with customer experience specialists  Empathica, the company has launched the new  customer experience management programme  across its 50-strong UK store estate.

To participate in the programme, customers are prompted to complete an online feedback survey via bespoke invitations actively handed out by store staff featuring prominent QR codes that push users directly to an online survey page. Respondents are then asked a tailored set of questions specific to their experience, with the insights being fed back directly to relevant Krispy Kreme teams, from individual stores to the brand level.

"We wanted to move towards a customer feedback programme focussed on the actual customer’s views and needs," said Judith Denby, chief marketing officer for Krispy Kreme.

"Using Empathica’s expertise and technology to gather feedback from our customers allows us to refine our products, packaging, the way they are promoted and signposted in-store, and improve on all aspects of the Krispy Kreme experience."

The system is programmed to recognise customers that have had a positive experience, and simultaneously delivers employee specific feedback alert to the location manager, as well as prompting the customer to share that experience with their social media networks via Empathica’s patent-pending advocacy engine GoRecommend.

Denby continued: "The new programme, which we’ve called ‘One Step Ahead’ internally, is designed to ensure that our customers continue to get exceptional service and to identify ways in which we can improve and evolve their experience. Gathering feedback on this scale has quickly become an essential tool for our business, both in terms of generating insights and recognising our employees when they exceed our customers’ expectations.

"We also use GoRecommend to promote our range of social media assets, in addition to amplifying customer recommendations. It is hugely motivating for our teams to see customers recommending their particular store, in addition to the brand as a whole."

Gary Topiol, EMEA managing director for Empathica, added: "We’re delighted to have implemented such a forward thinking CEM programme for a nationally recognised brand. More often than not, very powerful insights are gained within the initial stages of a programme, particularly for brands switching from a mystery shopper style approach. I’m certain that the programme will deliver actionable insights for Krispy Kreme and help the brand to drive long term loyalty and advocacy in their customer base."

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