Domino's has learned tremendously since an unfortunate YouTube video surfaced in 2009.
Its CEO Patrick Doyle says that the company is now completely customer-focused.
"They own your brand ... You have to make sure they know you're listening to them, and make changes based on their expectations. As we've shown, it can lead to pretty dramatic business results for you as well."
Consumers' perception of Domino's quality went from positive to negative in a matter of days after the video went viral, according to YouGov, which surveys 1,000 consumers daily about hundreds of brands.
In response, Domino's revamped its menu and launched a new social media strategy. Sales jumped 14.3 percent after the reworked recipe debuted.
So far, the company's newfound transparency has resonated with customers.
KB's notes;
Over the years I have witnessed what seems like countless small business owners who have great products and great enthusiasm for their products and businesses. What so many fail to acknowledge is that THE MARKET IS HOLY. What does that mean? It means that you can think, feel and believe whatever you want about what people should do, how they should feel about your products/service or why your mousetrap is the best. The reality is that is archaic thinking left over from an era of when people had fewer choices, minimal access to information (remember the Sears Roebuck catalog) and typically focused on single brands. Today we have more choices than ever before. We have instant access to product details, consumer reviews and even price comparisons all at the click of a mouse and available almost instantaneously.
Well what does all that mean? It means that the MARKET IS HOLY. The market will tell you, assuming you care to listen, what they want in product details, how they expect your marketing $s to be spent, how they expect your return process to work, how they expect your customer service to work and how you should package your products. You have the choice Mr. Small / Medium businessman. Will you be customer centric or wonder why your business is struggling while you are continuing to do things your way. The Market IS HOLY and it tells us what & how they choose to be serviced. 9 times out of 10 if you won't offer them products and services the way they want it they will find someone who does.
Listen to the market, listen to your customer, listen to your customer facing employees about what the MARKET SAYS IS HOLY.
KB's notes;
Over the years I have witnessed what seems like countless small business owners who have great products and great enthusiasm for their products and businesses. What so many fail to acknowledge is that THE MARKET IS HOLY. What does that mean? It means that you can think, feel and believe whatever you want about what people should do, how they should feel about your products/service or why your mousetrap is the best. The reality is that is archaic thinking left over from an era of when people had fewer choices, minimal access to information (remember the Sears Roebuck catalog) and typically focused on single brands. Today we have more choices than ever before. We have instant access to product details, consumer reviews and even price comparisons all at the click of a mouse and available almost instantaneously.
Well what does all that mean? It means that the MARKET IS HOLY. The market will tell you, assuming you care to listen, what they want in product details, how they expect your marketing $s to be spent, how they expect your return process to work, how they expect your customer service to work and how you should package your products. You have the choice Mr. Small / Medium businessman. Will you be customer centric or wonder why your business is struggling while you are continuing to do things your way. The Market IS HOLY and it tells us what & how they choose to be serviced. 9 times out of 10 if you won't offer them products and services the way they want it they will find someone who does.
Listen to the market, listen to your customer, listen to your customer facing employees about what the MARKET SAYS IS HOLY.
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