Reader Post: More Domino’s Fun

[editor’s note: We are NOT trying to pick on Domino’s. But one of our regular readers recently sent along an anecdote that we just have to share. Also, we’ve talked a lot about good and bad apologies on our site, and this is a great hybrid- a good apology that happened to create more customer consternation. Thanks for sharing, HA.]

I subscribe to your blog in my RSS feed reader and enjoy your observations about good and bad customer service.

For the recent one on Domino's I could relate to that customer's indifference. We're just used to mediocre customer service in modern America, but you're right that it could be so much better than it is.

And that post reminded me about my own experience with Domino's. About a year ago, I ordered a pizza from them, gave them my phone number as a matter of course, and soon enough, I started getting robocalls from them.

My number's on the Do Not Call registry, so I was annoyed, but apparently, the rules allow you to get calls from companies that you've done business with recently.

I called Domino’s to complain and to get my number off their robocall list, and I got a free pizza coupon out of it.

Later on, I called in to redeem my coupon, left my phone number as a matter of course, and soon enough... you guessed it. RING!



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.