Thanks for Coming Clean Domino's; Comcast Should Take Notes!

We all can learn a lesson or two on how to correct a negative image. Here's what Domino's is doing right.

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I don’t know about you, but lately I’ve seen a crazy barrage of TV commercials for Xfinity; you know, the new name for Comcast? So instead of addressing that they have given customers a poor experience, they went ahead and changed their name, as if we’re slightly fooled. Then they've said things in their TV commercials like, “If we screw up, within 30 days we’ll give you a courtesy credit.” How about, “We’re sorry we screwed up and you get a month free?” What is "courtesy credit" anyway?

Domino's Pizza, on the other hand, seems to be doing a better job with transparency. They aired commercials with the CEO who addressed the changes they're making, everything on the “food chain” from the taste of the pizza to the ingredients they use. They even asked people to upload pictures of how their pizza arrived and if it arrives with cheese on the box top, you get a free pie. They are being more transparent about what they’re fixing. 

Icing on the cake? Domino's is posting reviews of the pizza in Times Square on a billboard. Talk about interaction and transparency!

Great job, Domino's, on being more transparent. They're spending a ton of money on the following:

• They tell us what is wrong and how they're working on fixing it.
• They encourage interaction with their customers by asking for pictures as well as reviews, then they post them whether they're good or bad.

We all can learn from Domino's on how to correct an image. Can Comcast? How transparent are you in your business?

Janine Popick is the CEO and founder of VerticalResponse, a leading provider of self-service e-mail and event marketing, online surveys, social media, and direct mail solutions. The company was ranked No. 1,771 on the 2011 Inc. 5000 list. @janinepopick