We've positioned customer engagement as a critical element of Return on Experience × Engagement (ROE2)—the actions that consumers take that end up delivering business equity, a slightly more complicated way of describing a more bottom-line measurement: actions that drive sales. Now we'll take a look at how customer engagement and experience play out at one of the best-known and best-loved brands in the United States, Dunkin' Donuts. I interviewed John Costello, President of Global Marketing and Innovation at Dunkin' Donuts and an early pioneer of omnichannel marketing. Our discussion focused on Dunkin' Donuts' very successful work transitioning to more digital channels and using innovative initiatives to drive real gains in brand and business equity. Here are some of the highlights of our interview.
Tell us a bit about how Dunkin' Donuts has transitioned from mass marketing to digital channels and the impact it has had on how you think about experience and engagement.
For many years, mass marketing was the most effective and efficient way to build our brand and drive ...