Reward programs have always proven to be useful positive reinforcement for brands looking to foster brand loyalty. That warm, fuzzy feeling of bagging your hard-earned “freebie” as a pat on the back for your custom keeps you coming back.
But when those customers feel cheated, it elicits a much stronger response.
“Dishonest greedy company, gutting their rewards system to make it significantly worse while standing behind the narrative that this is ‘better’ for us. I detest marketing like this,” a disgruntled customer wrote on Instagram.
In a statement to BuzzFeed News, Scott Murphy, president of Dunkin’ Americas, insisted that customers would be better off.
“Change is always going to be an adjustment, but in the long run, Dunkin’ loyalists will benefit even more,” Murphy said.
The company explained how under this new rewards regime, customers would be able to access more deals that weren’t previously available under DD Perks. This includes being able to redeem their reward points on food, as opposed to exclusively coffee.
The decision to change, Murphy said, was “driven” by member feedback.
“When we set out to improve DD Perks, we asked our members what they wanted to see in a new program. They told us three things: flexibility, variety, and recognition,” he said.
But right now they want coffee, coffee, coffee.
Source: https://www.buzzfeed.com/adeonibada/dunkin-donuts-loyalty-rewards-program-changes
