Social Listening

    For my social listening post, I have decided to analyze what people are saying about Dutch Bros. because they came out with a new drink at the beginning of the month called the "Pumpkin Pie Soft Top". They released a post on their Instagram on October 1st announcing the new drink was here, and the feedback in the comments seems to be mostly positive, with most comments either saying it sounds really good or it was really good. Positive or negative, it seems Dutch Bros. responded to many of the comments either thanking them for their support, or trying to assist any way they can with those who were dissatisfied. This doesn't come as a surprise to me because it is very much integral to Dutch Bros. brand to be friendly and accommodating, and I would say that is their value proposition. Some specific conversations had in the comments include when @sarahblinkk commented "I was soooo excited to try this this morning until I finally got it after waiting 20 mins just for it not to taste like pumpkin): maybe they just gave me the regular instead. Not a good morning". Dutch Bros. replied swiftly offering a replacement coffee on the house. Another commenter @raisingsoutherngentlemen said "Please come to SC and bring all the flavors lol!" and Dutch Bros. replied saying "We'll share your suggestion with our Growth Team!" Finally, one last commenter @erick_nielson said "are you guys doing the 50 extra points today? i went this morning but no extra points :/". Dutch Bros. replied and asked if they could send them a DM so they could look into it for them. It seems like Dutch Bros. is very on top of appeasing those dissatisfied with their product, and they also happily replied to those that loved the product. I think they do a very good job of building community around their brand, and quickly and thoughtfully responding to critique. I think these are great business decisions because people like trustworthy and transparent companies. I agree with a lot of their practices, however they could additionally make surveys on their Instagram gathering information about their service and their products, to collect even more feedback and react accordingly. There's no harm in getting even more opinions, and about more specific things about their business when they feel like they need that information, instead of pertaining mostly to their new products and announcements. I learned a lot from analyzing Dutch Bros. Instagram, such as how serious they are about their customer service and responding to people, responding within a couple days to most complaints, and even looking into people's problems more in depth and exchanging DM's with them trying they best to fix their problems. It's evident they take their image very seriously and want to please all of their customers.