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Sunday, January 9, 2011

Domino's shows me my pizza.

Domino's may not yet be considered complete, but I’ve been a fan of the move to quality they've made in full view of their customers and the public.

Quality improvements are often made by companies that have had these issues, but Domino’s has addressed their public perception with a humility and sincerity that we can identify with and cheer for.

Whether through its public apologies for “the video”, public solicitation of feedback via showusyourpizza.com, or the dramatization of their willingness to win back customers one at a time through their advertising, Domino's has demonstrated transparency, personality and a connectedness with its customers trhat few service brands are (sadly) willing to risk.

Yet while I had admired Dominos' recent track record in addressing service quality, I still hadn’t used them in a couple of years, until my wife called me at work with an emergency, “we-left-the-baby-sitter-hanging” situation.

The selection & ordering process at dominos.com was simple. The menu was completely customizable and - even better - I didn't need to register as a frequent customer just to order a pizza.

But what happened after I ordered made me a fan and, more importantly, a returning customer.
After the order submitted, a timeline popped into the order confirmation screen, showing the order preparation & delivery process and the status of my order as it moved. The tracker might be dismissed as gimmicky, but it personalized the service in a unique way, particularly when stage 2 informed me that "Stephen began custom-making my order at 5:12 PM."

Adding a tangible personalization of the experience in the form of greater visibility to the service process, (including using the names of the people involved), are elements of the domino's experience that gave me more assurance over the quality of the outcome. It demonstrated in a for me that their responsiveness to their customers over the quality concerns is not just a marketing or social media response, but a strategy consistently carried out across service touchpoints.

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