Domin-Uh-Ohs

Last night, I overheard this exchange between a customer and a Domino’s delivery driver who had just dropped off an order.

Customer (yelling from his front door): I ordered THIN crust, but never mind.

Driver: What?

Customer: I said, I ordered thin crust. They get it wrong every time.

Driver: Uhhh, sorry ‘bout that. I’ll make sure to tell them back at the store. (Gets in car.)

Customer: Yeah, whatever.

The customer’s frustration is understandable; he’s received the wrong pizza at least twice.

And all he received in terms of resolution is a vague promise to alert the kitchen…as if that will accomplish anything…and as if that somehow redeems this experience.

Sure, the pizza industry is insanely competitive and lowering costs is crucial. But wouldn’t some basic customer service training for delivery drivers go a long way toward improving brand perceptions, and ultimately, market share?

How many times will this customer return to Domino’s before switching brands?

And wouldn’t it be cheaper to keep this repeat customer happy than losing him to a competitor?

Delivery drivers are often the only human face to connect a customer with the brand. It should be taken more seriously than this.