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Krispy Kreme worker's customer service gets worldwide thumbs up
[December 03, 2012]

Krispy Kreme worker's customer service gets worldwide thumbs up

Dec 01, 2012 (Winston-Salem Journal - McClatchy-Tribune Information Services via COMTEX) -- A Krispy Kreme employee in Texas, caught on video quickly creating an unusual doughnut design for a customer, is the latest Internet sensation, grabbing 2.6 million hits on YouTube and spreading worldwide inspiration about good customer service.

Jackie Braun, a shift leader for a Krispy Kreme store in Austin, said she has taken calls from media and people all over the world. Online comments under her video include "Customer service: thy name is Jackie" and "Imagine a world where everyone is that kind." Facebook Question of the Day: What extraordinary thing has a business gone out of their way to do for you "This whole thing blows my mind," Braun said in a telephone interview from Austin. "I still can't get my head wrapped around the fact that 2 million people have seen me on video." Of course, the folks in Krispy Kreme headquarters in Winston-Salem have taken notice, too, and are grateful for the serendipity of good public relations, free of charge.

"Jackie is awesome," said Brian Little, corporate communications director for Krispy Kreme. "We are fortunate to have her on our team and all of our team members who are out there sharing the joy of Krispy Kreme every day." The story of the secretly taped video, posted Nov. 18, is another inspirational story, requiring an introduction to Jia Jiang, a 31-year-old Austin man who recently received a deeply disappointing "no" from investors when he tried to create his own start-up tech company.

"I began to think, I've got to find a way to overcome the anxiety and stress of rejection," said Jiang, who went to graduate school at Duke University. "Maybe if you heard more no's, the pain of them might be less." So he embarked on "100 Days of Rejection Therapy," to be posted on his blog, (

He would seek out 100 scenarios where he was sure to hear a "no," as a way to inoculate himself against the pain of rejection.

The first day, he asked a stranger for $100. "No." The second day, he asked for a refill for a hamburger at a fast-food restaurant. "No." The third day, he went to the Krispy Kreme and asked Braun for doughnuts in the shape of the Olympic rings. The video shows him making his request at the counter, then shows Braun pondering -- then sketching what she might be able to do.

She went to the back of the store, checked online to find the colors of the Olympic rings, mixed the colored doughnut frosting from scratch and presented him with the box of Olympic doughnuts. All within about 15 minutes.

Jiang was floored, then tried to pay for the doughnuts.

Braun said, no charge. "That's my pleasure," she said, giving him a hug and a smile.

Jiang, too, is dumbfounded by the response.

"I have received thousands of messages on my blog email, saying how much the video has inspired them," Jiang said. "Jackie is an Internet sensation; I'm so happy for her." Jiang was approached by Hollywood producers, who would like to take his concept of "100 Days of Rejection Therapy" as a reality show.

Meanwhile, Braun still is pulling down her shifts at the Austin store, albeit interrupted by people coming in to meet her and media calling for interviews. She's received calls from all over the country, as well as Egypt, Dubai, India, Ecuador and Finland.

"I am just so thankful and happy that there are so many people being touched by this in a positive light," Braun said. "I hope we can all take from this that one small positive thing can be enough to change someone's day." (336) 727-7389 ___ (c)2012 Winston-Salem Journal (Winston Salem, N.C.) Visit Winston-Salem Journal (Winston Salem, N.C.) at Distributed by MCT Information Services

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