Thanks for Coming Clean Domino's; Comcast Should Take Notes!
BY Janine Popick
We all can learn a lesson or two on how to correct a negative image. Here's what Domino's is doing right.
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.
JANINE POPICK is the CEO and founder of VerticalResponse (a Deluxe company), a leading provider of self-service email and event marketing, online surveys, social media, and direct mail solutions. The company was ranked No. 2,802 on the 2012 Inc. 5000. @janinepopick