Social Listening- Dutch Bros

        Customer service is one of Dutch Bros Coffee's three core Values, these being speed, quality and you guessed it... Service! Even though they have three core values, they preach that each one holds significant value. I chose Dutch Bros because of their company's culture and for what they stand for, as well as having delicious products. These last few weeks they have come out with their fall drinks and people are buzzing about them on social media. Many customers have questions about the drinks, the availability of these drinks as well as information on potential stand openings. 

        As I stated before, Dutch Bros three core values are speed, quality and service. With that being said their more specific value proposition is simple, they want each customer to leave better then when they arrived. Dutch Bros has built their company solely off the fact that they want their customers to receive great quality service and product at a quick rate. They value their customers time and preference making it so the customer can customize their drinks as much as they want.

        An example of their exceptional customer service is their social media pages. When I see them pop up on my feeds, anytime someone has a question 99% of the time I see Dutch Bros responding. To the right, holl★w was wondering about when there will be Dutch Bros on Door dash. Even though they didn't have a definitive answer, they still responded to the customer on the same day saying they will look into it. 

        Another example is when malia asked a general question about a menu item and again Dutch responded quickly and this time with an answer. Both of these examples encapsulate the mere fact that Dutch Bros takes great pride both in the stand and in the comment section when it comes to customer service. 

        One last example of Dutch Bros having a strong social media presence is when danica.gentry had a request for a sugar free drink. Even though Dutch responded saying they cannot make that certain drink sugar free, didn't stop them from recommending another drink that may be similar to the one they originally asked for but is in fact sugar free. 

        These three posts showed people saying they wanted Dutch on Door dash, wanted information on a specific drink and they wanted another drink to be sugar free. All three of these comments were responded by the company in a timely matter.

        In these posts that people have commented on, Dutch Bro is trying to promote their new fall drinks. Many customers are concerned about the dietary restrictions. As well as if they can change it to their liking and if they can get the drinks beyond having to go to the stand and pick them up themselves.

        Dutch Bros social media efforts aren't necessary trying to tell a story but mostly to be there for their customer as well as trying to sell a product. An example from the reading is when David Scott, said "The Time is now" and gave examples on the importance of responding to your customers' needs in a timely manner. He included the story of the Kolkata Traffic Police Facebook page and how much positive feedback it got from users because of the almost instantaneous responses. The book also talks about how social media is a cocktail party. One direct quote is, "People want to do business with people they like". Meaning they don't want to be spammed and bombarded with products. Dutch Bros social media fits these criteria. Yes, they are promoting their new drinks, but they are doing it in a fun and upbeat way.

Dutch Bros Promo Video

        It's hard to find a marketing challenge for Dutch Bros. Their social media presence is right on par with new and creative content. Their Brand Recognition is very present, everyone in the areas that they do business in knows what Dutch Bros is and what they stand for. They show transparency in their social media pages, anytime there is a problem they are quick to respond with an answer. The only marketing challenge I can see them having is expanding sales. For the longest time they were predominately a west coast company, and their only big competitor was Starbucks. With them moving more and more out east another big competitor is going to be Dunkin' Donuts.

        Dutch Bros responded very well to customers feedback and comments. They answered all the question that were asked and if they didn't have an answer, they said that they would pass it on and find out for the customers. The decision to respond the comments was a very good one in of itself. It showed the community Dutch Bros initiative on helping the customer as well as helping others in the same process. If multiple people had the same question about changing the latte into a chai, then Dutch helped them as well with responding to the question. Like I said before Dutch Bros is showing transparency to their customers every time they respond to their customers.

        If I was the brand manager, I would have included a link to our website for each question. If someone was asking about sugar free flavors. I would have addressed it like they did, but I would have included a link that takes them directly to the portion of the website that talks about what drink are and are not sugar free. If it was a question about Door dashing drinks, I would send them to the portion of the website that shows location and if delivery services are available. And if it is something I cannot address I would send them the customer service link and pair them with someone that maybe can help.

        Something I learned from this assignment is how effective real time responses are. Just from being an outsider looking up promotional videos for Dutch Bros Fall drinks, I noticed how many people had inquiries about the products and how many of those questions were answered within 24 hours by Dutch Bros themselves. It proved to me that they do care about their customer base and how they want to be transparent with them as well.