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Creating Brand loyalty and leveraging feedback.

If you are reading this blog post, you probably also read my first Domino’s Pizza blog post – “What do Physics and Social Media have in common?” that I made a month or so ago. This was really a great example of how a business can leverage Social Media and consumer feedback in order to create a better product.

Domino’s held focus groups in order to directly gather feedback around their product, which they distributed internally so that the entire company could better understand their customers. Based on the feedback, Domino’s and their chefs immediately decided to make changes to their product. That in itself is a great step for any business and shows the dedication that Domino’s has to offering a superior product and differentiating their product from their competitors.

That was not the last step that Domino’s took, though.

A couple of days ago, Domino’s updated their Social site www.pizzaturnaround.com,  with a new video – “At the Door of Our Harshest Critics.” This is where they took their initiative to the next level. They visited three or four of the individuals that had provided gave some very direct and honest feedback to see what they now had to say.

Domino’s positioning:
“Because of your comments, it helped us create a new pizza.”
“Because of what you said, it helped us get better.”

Direct Testimonials
“I am so impressed. I can’t believe that you guys listened. I can’t believe that a company would do that. I can’t believe that you guys took that seriously.”
“I didn’t know that you were listening.”
“I’m back, I’m in.”
“This is what I was talking about.”
“That is the way that a pizza should be.”

Now you can say that these people said that the pizza was good because the camera was on them. But then again, they had a camera on them when they first provided feedback to Domino’s. You can also say that the pizza is fresh because the head chef made it and that it will probably not taste like that in all the Domino’s franchises around the country. But is that really the point?

This video displays the fact that Domino’s cares about their product, they listen to what is being said, and they make decisions that will have a tremendous impact on brand loyalty, awareness, satisfaction, advocacy, conversion…..you add in your own “buzz-word”.

Are you ready to hear what you customers or employees have to say within the Social Media landscape? Will you be able to harness their feedback in order to make the necessary changes to improve who you are?

*cross-posted to www.ektron.com/mikepascucciblog

A quick note:

In the past, Social Media and Online Community initiatives have been pushed and pushed from week to week and have become an after thought, a necessary evil or even worse, a check box. When it comes to discussing Social media and online communities, it seems that most prioritize their time around it. Something always has seemed to take precedence. While it is a frustrating feeling to have to reschedule, I feel that the time has come where individuals are beginning to recognize that these conversations can not wait, and need to happen sooner rather than later. More and more people are being tasked with implementations and strategies that can not wait.

The time has come. Are you embracing the changes that are afoot and making the necessary changes?

Employment

I am currently employed at Autodesk as a Senior Manager of Online Community and Social Engagement. My team is responsible for the Customer Support initiatives across all of our Social channels.

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