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All Things Social

Mike Pascucci

A break in the action - Brand Loyalty - Domino's

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I wanted to create a "Social Media Step 2" post this week, but felt compelled to cross-post the following from my blog on Ektron. Earlier last year Domino's was forced to address a tough situation with one of their stores. Not only have they taken the right steps to address that situation, they have gone above and beyond in customer engagement. Now I understand that not every business is B2C, but this really displays how Social Media can be leveraged for a number of different purposes - Brand Loyalty and Retention, Public Relations, Feedback generation, Listening, Learning.....


I hope that you enjoy the read



Domino's part 2


Creating Brand loyalty and leveraging feedback.


If you are reading this blog post, you probably also read my 1st Domino's pizza blog post - "What does Physics and Social Media have in common" that I made a month or so ago. This really was a great example of how a business can leverage Social Media and consumer feedback in order to create a better product.


It really was a great example of how Domino's held focus group's in order to directly gather feedback around their product, which they distributed internally so that the entire company could better understand their customers.


Based on the feedback that was gathered during the focus groups, Domino's and their chef's immediately decided to make changes to their product. That in-its-self is a great step for any business and shows the dedication that they have around offering a superior product and differentiating their product from their competitors.


That was not the last step that Domino's took though.


A couple of days ago, Domino's updated their Social site www.pizzaturnaround, with a new video - "At the door of Our Harshest Critics". This is where they again take their initiative to the next level. They visited 3-4 of the individuals that gave them some very direct and honest feedback to see what they now had to say.


Domino's positioning:

"Because of your comments, it helped us create a new pizza".

"Because of what you said, it helped us get better".



Direct Testimonials

"I am so impressed. I can't believe that you guys listened. I can't believe that a company would do that. I can't believe that you guys took that seriously".

"I didn't know that you were listening".

"I'm back, I'm in".

"This is what I was talking about".

"That is the way that a pizza should be".


Now you can say that these people said that the pizza was good because the camera was on them, but then again, they had a camera on them when they 1st provided the feedback directly to Domino's. You can say that the pizza is fresh because the head chef made it and that it will probably not taste like that throughout all of the franchises around the country, but is that really the point?


This really displays the fact that Domino's cares about their product, they listen to what is being said, and they make decisions that will have a tremendous impact on brand loyalty, awareness, satisfaction, advocacy, conversion.....you add in your own "buzz-word".


Are you ready to hear what you customers or employees have to say within the Social Media landscape and able to harness their feedback in order to make the necessary changes to improve who you are?

Mike Pascucci provides insight on all things associated with social media and online community management. Based on his experiences, he'll share past, current and potential future best practices concerning implementations and strategies.

Mike Pascucci

Mike Pascucci's current position at Ektron - a flexible, scalable, WCM solution provider - provides him the opportunity to discuss and develop Social strategies for corporations that either have failed in the past, or are afraid of failing in their new initiatives. Whether it includes an Enterprise Social Strategy or one that is External, leveraging the likes of Twitter and/or Facebook, Mike can help you navigate the waters. He has been part of the "Social Software" revolution for over 10 years, including 5+ years at eBay where he held numerous Community roles - Manager, Product Manager, and International Consultant.


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