CIOReview | | 9 DECEMBER 2022overall customer experience," said Flemington. "We really had to focus on how our customers and crews experience it so it didn't complicate the personal interaction at the window." Everything about Dutch Rewards has translated the much-loved aspects of the Dutch Bros brand into the new rewards program experience. The program saw immediate success with 1.4 million members joining within the first month. The Dutch Bros app also hit #1 in the Food and Drink category of the App Store for ten consecutive days and earned a 4.9 star rating from its customers on both the App Store and Google Play. A unique focus on both the customer and the employee may be one of the reasons behind the app's success. It was built with both in mind, including features like auto-tipping which makes every transaction faster for the customer and allows the broista to focus on connection over process. In addition, the features that are meant to personalize the experience for the customer also help the broista. Highlighting the customer's name on the main screen and providing different digital stickers to serve as a profile icon make the app an interactive experience and give broistas an instant starting point for personal, meaningful conversation.The final hurdle Dutch Bros faced was creating new systems that worked in conjunction with existing systems. The coffee chain partners with Xenial to provide cloud-based ordering and reporting to streamline the drive thru experience. "With the help of our technology partners, the integration was fairly seamless," said Brendon Gilbert, Dutch Bros IT Systems Architect. "Our key learning was the more testing, the better. We had more than 50 locations participate in our pilot and it was a crucial part of the process." Following the initial success of Dutch Rewards, the company plans to build on the success with new features to create fun moments with customers and improve the experience at the window. As of today, Dutch Bros has more than 470 shops in 11 states. "As Dutch Bros grows and enters new markets, the culture, mission and heart stays the same," said Flemington. "It's important for our digital presence and technology partners to do the same as we continue to learn and grow alongside our customers." It's important for our digital presence and technology partners to do the same as we continue to learn and grow alongside our customers
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