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January 8, 2015

Customer Service Masters – Krispy Kreme

David Wang


To end this week on a positive note let’s look to one of the absolute masters of customer service: Krispy Kreme.

Krispy Kreme is at the top of its customer service game because..

Krispy Kreme is at the top of its customer service game because the operations team spends a lot of time training employees to handle the basic tasks. Donuts are always in stock and the stores are always clean. Having the place run like tight ship frees up the team to be nice to people. And kindness is at the heart of Krispy Kreme’s great customer service philosophy.

Here are three tips from G. Wayne Chambers, senior vice president and chief marketing officer of Krispy Kreme, on how to go above and beyond for your customer experience:

Just Be Nice.
“One thing we always try is hiring nice people. When you surround yourself with people who have that mindset, you allow them to be themselves, and allow them to look beyond the textbook of what they need to do. The sad part is you don’t really need to exceed expectations anymore. You hear from people these days about this great service they got somewhere, and when you ask about it, what you find out is that they just did what they were supposed to do. Somehow, that’s become great service. It’s really a bad commentary on society that the new standard of good service is ‘everything went the way it’s supposed to.’ Instead, we should do what it takes to make extra time to be nice to people.”

Make Sure Everyone Understands the Mission.
“While it may sound a hokey, the mission of our company is about touching and enhancing people’s lives. If we extend that message all the way down to the individual managers and team members, those decisions of what to do become a lot easier. You just do the right thing–from the top down. Our CEO lives and breathes that mission. He continues to emphasize that we won’t be successful because we sell more donuts—that’s not what the business is about. It’s about people, and about touching and enhancing their lives, and if we do that, we will still sell plenty of donuts.”

Put Team Members First.”If your team members are not having a great day, it’s hard for them to help the customer have a great day. So we have to make sure we’re focused on our team and who they are. Our CEO, Jim Morgan, always says, put your faith–whatever that is–put your faith and your family first, and Krispy Kreme will take anything you have left over after that. The belief there is, if you’ve got your own balanced life going on, you’re gonna feel better about yourself as a person, and about your family, and where you work–and you’re going to be able to share that with other people. If you’re stressed out and you don’t like where you are, that’s not going to happen.”

I see a theme here: Customer Service Loyalty. 

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