We don’t really expect much from pizza chains, except of course to receive the pizza we ordered in more or less good shape within 30-40 minutes from the time we order it. Even with the advent of online pizza ordering, the process has remained pretty much the same, and why shouldn’t it? After all, it’s just pizza.
And yet, something strange has been happening over at Domino’s Pizza. It’s not something many people seem to want to talk about seriously, but the pizza chain has really upped the pizza delivery game.
If you haven’t ordered from Domino’s in a while, you might not know about the new Domino’s Tracker, a sort of GUI for the entire pizza-making and delivering process. The tracker actually shows people who order online how far along their pizza is, with steps including “order placed,” “prep,” “bake,” “quality check” and “delivery.” For a personal touch, the actual employees’ names are included in the process. The tracker will say, “Frank is making your pizza,” for example.
Most importantly, the tracker shows at what exact time each step of the process was completed, which ties in with the Domino’s “Oh Yes We Did” ad campaign and its focus on transparency. Other major customer experience wins for Domino’s in recent months include an ordering app for Windows Phone 8 and the announcement that drones may soon be delivering our pizzas.
As Brianne Rush over at Business2Community recently pointed out, all of these little touches come together to create a customer service content strategy that’s about much more than amusing the customer. Since customers are quick to stop doing business with a company after experiencing poor customer service and many are even willing to pay more for a better customer experience, Domino’s is simply creating a win-win scenario for itself and its customers.
Now, put aside all the pizza-related aspects of this strategy and focus on the basics: It’s about transparency, creativity, authenticity and keeping the customer interested. Clearly, these are elements that transcend the world of pizza. So why aren’t more companies implementing them?
Edited by Cassandra Tucker