OUR TAKE - It Doesn't Work for Everyone

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01.26.10 Burned Bridges Don't Include the Loyalists 01.25.10 Time to Burn the Bridges 01.22.10 Healthy Appetite 01.21.10 Flowers Ready to Bloom 01.20.10 The Connected CEO 01.19.10 The Face and Form of Value

Lasting Impressions:
Just because you do not take an interest in politics doesn't mean politics won't take an interest in you! - Pericles (430 B.C.)

Without actual sales figures, it is difficult to tell if Dominos Pizza is successful with their self-flagellating strategy of sharing actual comments from dis-satisfied customers. Many of you wrote that you liked the approach but pointed out such an approach is not for everyone. I too like the apparent openness. It seems to be a real life example of transparency I think is so relevant to today's customer experience.

One reader wrote: "Warning: This approach is not for everyone. This campaign was very well thought out and they spent a ton of time and money planning. In other cases, I have seen companies keep things simple to the public but then conduct face to face meetings with their customers. The overall public press was basically, "you spoke, we listened and are making changes". That is the safer approach for a company who provides professional products and services to a smaller vertical. Do your homework if you are going to embark on something like what Dominos has done. It worked for them but does not mean it will work for everyone else."

This is an excellent point for many of the strategies and ideas in this column. Just because it might be a good idea for one company does not make it right for the next. Each company finds itself in a unique situation with a unique set of challenges. And different companies have different end games - different goals.

So please use these examples as just that - examples. What the pizza maker is doing is a good example of genuinely listening to the customer, offering a refreshing degree of transparency, and taking action to improve. Actual implementations will vary company to company. That's my take. Do you agree? What's your take?

Gary Lemke, Publisher

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