Analyzing Yelp! Reactions to Dunkin Donuts
Yelp, a social networking site, makes it easy for users to review restaurants, bars, shops and other places. If you’ve got only one brick-and-mortar location, it’s easy to analyze customer feedback. But what if you’re a mega-chain with hundreds of locations in multiple cities? No one wants to comb through that much data piece by piece. That’s where The Customer Insight Portal makes data analysis more effective.
Case in point – The Customer Insight Portal was able to take Yelp reviews from the East Coast cult-favorite Dunkin Donuts in key cities like New York and Boston. The analysis of the reviews provided key concepts and themes around price, service, etc.
For a company called Dunkin Donuts, the number one theme Yelpers associate with the brand is coffee. This creates actionable insight for Dunkin Donuts in that if they decided to do a targeted offer or advertising to Yelp, a site that attracts more than 4 million unique visitors a month, that they should focus on promoting a coffee offer.
Yelp reviewers assign stars to each location based on their overall perception of the location. Using pathway analysis, we can find that the biggest factors Yelpers use when assigning stars is time (related to time it takes to order), staff and their perceived level of friendliness. Again, this creates actionable insight for Dunkin Donuts in knowing that when customers consider the overall perception of each location, that providing fast service and friendly customer service will be at the forefront of customer minds.
An important correlation to note is the connection between people (essentially customer service) and location. The conceptual map and pathway analysis shows Yelpers find that service depends on the location, which makes sense since Dunkin Donuts is a franchise model. Unlike Starbucks with its comprehensive customer-service training program for all of its store units, the customer service at Dunkin Donuts is more likely to vary by location and be dependent on the franchise owner.
Finally, as a company looking to aggressively expand in a down economy when its biggest competitor –Starbucks – is shutting down locations left and right, The Customer Insight Portal provides valuable actionable customer insight on the current strengths and weaknesses, according to online customer reviews.