Domino's Pizza Part 2 - Still BETTER

I hate doing a follow up to the Domino's post so quickly, but they've done something that warrants it (and not just as a comment on my last post). In the mail today, I received a letter from the Manager of Domino's Store Operations thanking me for being a great customer. Also enclosed was a little card entitling me to a free pizza with no strings attached. This is likely about a $7 value. Not much, but it is the gesture that really matters here.

This is just really good, personalized service. I didn't have to join a loyalty program at Domino's to get this service. Yes, I saved a profile online so that I could order pizzas over the internet, but that's it. Domino's figured out based on my order history that I am a regular customer and acted upon that in a very localized way. I'm not naive. I know it likely was a form letter churned out to all customers matching a certain segment. That doesn't really matter.

What does matter is that I got something personalized, that reflects my wants. It's not just another newspaper insert or mass mailer. Further, the Manager of Store Operations included his cell number in case I had anything to say as well as a special e-mail address to write to with comments. That's bold service.

All in all, this was a perfectly executed marketing campaign. Domino's Pizza has amazingly earned another BETTER.

Domino's Pizza Online Ordering - BETTER

In 1997, I remember going to the Pizza Hut website to check out some experimentation they were doing with online ordering. It wasn't widely available and it didn't really take off. At the time I remember thinking that the process was probably e-mail and couldn't possibly replace the phone order. Oh, how times have changed in a decade.

It wasn't Pizza Hut, but Domino's that really stepped up and made online ordering work. Like many things online, it really does take longer than picking up the phone but there is a level of control that you just can't replicate by having a conversation. I've happily spent 15 minutes ordering pizza on the Domino's website.

The first really cool feature is the pizza builder. The original release just allowed you to build your pizza without seeing it, although a more recent release changed that. As a customer you can really "have it your way" to take a slogan from Burger King. An example of a pizza I frequently get: "Thin Crust, half plain cheese pizza, half with no cheese plus pineapples and ham". I almost always get a follow up phone call on that one because Domino's wants to be sure I didn't make a mistake. I placed that order tonight and got a phone call within 1 minute. That's instantaneous response in my book.

As if being able to build my order, apply coupons, and even pay for delivery pizza on a credit card wasn't good enough, Domino's took it to the extreme by adding a "pizza tracker" to their website. This is an online display that tells you whether your order is in one of the following stages:

1. Processing
2. Prep
3. Baking
4. Boxing
5. Out for Delivery

It even tells you when it left on delivery and who took it. I love it and my kids love it. Whenever I order from Domino's (sometimes I really want pizzeria pizza), I leave it up on the screen so that my oldest can watch for the changes in status. It really does what Domino's intended for it to do, which is to lessen the anxiety over how much time it has taken between the order and the receipt of the food.

Did you know that inside Domino's they have a video screen that shows them how they are performing in customer service against all other Domino's restaurants in real time? Good committment right there.

I should point out, in case I get feedback from Pizza Hut saying they offer similar features, they do. It looks like they tried very hard to copy what Domino's did, but they fell far short. The website was sub-par and unreliable. I could not be bothered with it after 2 failed attempts on separate occassions.

Domino's, for mastering the online ordering process and actually turning it into "an experience", you have won a loyal customer away from Pizza Hut and get a BETTER.

United Airlines Drops Customer Service Phone Line - BITTER

I can't even believe that I legitimately saw this so I had to verify it on a few different sources. United Airlines has decided to stop accepting customer comments via telephone and will only be accepting e-mail and snail mail. And yes, the year is 2009.

I can't imagine what went on in that board room. "Hey, our stock's dropped 90% since 2007 and our industry is in tatters. I've got an idea! Let's stop letting customers talk to us on the phone. We know how much they love the uncertainty of sending a message off into the abyss without ever knowing if they'll get a response. Yeah......that's the ticket!"

I'm getting visions of an old Saturday Night Live sketch of Tom Hanks and Jon Lovitz at their high school reunion. "Heeeeello, customer........and Goooooood Bye Customer. She didn't even notice us...."

This is surely the last desperate act of a company about to close its doors. "Ladies and Gentlemen, this is your CEO speaking. For your safety, please assume the corporate fetal position immediately." As more and more of the world is adopting more and more ways to communicate with their customers, this is really a move that I don't understand.

I have the distinct belief that soon, the e-mail will be cut off too and the only way customers voices will be heard is either picketing outside the UAL headquarters, or perhaps while being interviewed by the local news crew about sleeping in the airport because their tickets are no longer valid.

Point of disclosure. I was holding a return ticket from Africa on Pan Am when they went under...

Good luck, United Airlines. I don't see you competing with the big dogs very much longer. Companies like JetBlue are going to beat you every time. I will give you this, though. You have definitely created a Purple Cow that will turn heads. It's just for all the wrong reasons.

United Airlines, for disregarding all sensibility and shutting down your customer service phone line, you get a BITTER.