Access "Mobile engagement at Krispy Kreme: Clever sensors ping doughnut lovers"
This article is part of the Special Edition, March 2013 issue of Moving Service: Staying Connected With Mobile Apps
For years, Krispy Kreme stores have turned on neon exterior signs that declare "Hot Now" whenever fresh glazed doughnuts roll out of the oven. But short of living next to one of the chain's many franchises, it's difficult to know about the beacon call of a hot doughnut. Worry no more, doughnut-lovers. About a year ago, Krispy Kreme started offering a mobile application that alerts customers to when the light glows. It's the sort of customer relationship management (CRM) that expands waistlines but is also very effective. Without spending a penny on marketing, Krispy Kreme saw a 6.8% increase in same-store sales since the app hit the market, according to Melissa Parrish, analyst at Forrester Research Inc. in Cambridge, Mass. In Cambridge last week, Parrish and fellow Forrester analyst Ted Schadler hosted a small crowd of mostly software vendors at a breakfast workshop that focused on mobile engagement. They reviewed what works and what doesn't when reaching out to customers on their mobile devices. What works is the Krispy Kreme approach, they said. Each "Hot... Access >>>
Premium Content for Free.
Mobile customer service holds customer frustration at bay
by Cameron Kittle
As customers try to solve more problems using mobile apps, they should still have the option to talk to an agent without having to repeat themselves.
Mobile engagement at Krispy Kreme: Clever sensors ping doughnut lovers
by Albert McKeon
Easy-to-use apps that are designed specifically for mobile devices are a great way to engage customers. Just ask the folks at Krispy Kreme.
- Mobile customer service holds customer frustration at bay by Cameron Kittle
More to mobile application design than meets the eye
by Cameron Kittle
To design successful mobile applications, companies must remember to consider the back end as well as the front end.
- More to mobile application design than meets the eye by Cameron Kittle
Never stop striving for great mobile apps
Mobile apps are not spinoffs of their website predecessors—they need to be designed with mobile devices in mind. The formula is the right combination of form and function.
- Never stop striving for great mobile apps
More Premium Content Accessible For Free
Contact center technology today requires a new approach
Managing customer relationships today is about a whole lot more than a weekly newsletter and a few phone lines. Organizations ahead of the curve have...
The more the merrier: Customer service goes multichannel
Multichannel marketing means allowing customers to have conversations on their terms, at their convenience and using the channels -- phone, email, ...
Customer experience consistency key to successful CRM
The age of the isolated call center is over. Organizations need to give customers a number of ways to reach them -- websites, mobile apps, Short ...