UnMarketing: Stop Marketing. Start Engaging

Chapter 20. Dominos—Word of Mouth: Mouths Are Moving . . .

DURING A BAD storm in April 2009, Amy Ravit Korin decided to order a few pizzas because cooking wasn't on her evening agenda. She decided to place an order online with Dominos, getting through the entire process without talking to a single human being. You might then assume that this would make the order seamless and error-free—because she typed in exactly what she wanted. This was not the case. The order was not only wrong but it was late, taking more than an hour to arrive. So, being the social media lover and consultant that she is, she hopped onto Twitter to let her feelings about this experience be known.

Much to her surprise, a little while later she received a tweet back from Ramon De Leon who owns multiple locations of Dominos in the Chicago area. He acknowledged her tweet and promised to make it right. She was already waiting for a new pizza to replace the wrong one, so she figured short of a coupon that this would be the end of it. Little did she know what was about to happen. . .

She woke up the next day to a video^[59] that was made for her by Ramon as well as "Junior," the store manager of the specific location she had ordered from. This is perhaps the best 2½ minute video any business owner could see. It has both of Domino's reps apologizing for what happened, not making up any excuses, and you can truly see the passion behind their words—that they really do want to make it right. Amy was quite taken aback when ...