A couple of weeks ago my family ordered pizza from Domino’s.  Since they’ve improved their recipe, we order pretty regularly.  We enjoy things like the ability to order and pay online, track the delivery online, and the fact that the pizza normally arrives in under 30 minutes.

However things were not so happy the last time we ordered.  Wanting to beat the dinner rush, we ordered about a quarter to five.  That meant that our three children would eat at their normal time, and our evening could go on as usual.  We paid online, used the online delivery tracker, same as always, and our pizza was shown as out for delivery in the normal amount of time.

And that’s when things went wrong.

It was nearly an hour and a half, and 3 phone calls later, that our pizza finally arrived.  Cold.  When I called, I got different stories about why my pizza had not yet arrived.  Finally, on the 3rd call, I asked what they were going to do to make this right.  My kids were hungry!  And they offered me free cheesy sticks.  On my NEXT order.  FAIL.

20 minutes after that call when my cold pizza arrived, the driver didn’t even apologize.  Worst. Customer. Service. Ever.

In frustration, I tweeted to Domino’s from my husband’s Twitter account.  I expected at least an apology.

Nothing.

Thinking that maybe they decided that my husband’s account wasn’t “influential” enough for their notice, I tweeted from my account the next day.

Still nothing.

And that leads me to the moral of this story.  I have still not ordered again from Domino’s, and am not sure I will.  I’m also sharing this unfortunate experience with you, which may cross other people’s minds when they make pizza purchasing decisions.  There are certainly other options when it comes to pizza.

But what truly baffles me is WHY Domino’s has a Twitter account if they don’t plan to use it to respond to customer concerns?  If your company has a Twitter account, please understand that customers (especially the unhappy ones) will EXPECT to be able to reach you on it.  Is your customer service department trained in Twitter, and prepared to address issues that are shared?  You do realize this is public, right?  That other people can see when issues go unresolved? And people tend to get louder when you ignore them.

Burying your head in the sand or pretending that unhappy customers don’t exist won’t make them go away.  It will just make them more upset.  And then they may take issues that could have been resolved with a simple “we’re sorry,” and turn them into PR nightmares.

Domino’s has already had its share of PR nightmares.  You would have thought they learned their lesson the first time.  Apparently not.

UPDATE: This PRSA story discusses how Domino’s approached their PR nightmare. It was shared with me on Twitter. You may find it interesting.  I think that it will be interesting to see who is ultimately responsible for customer service in multi-distributor brands like franchises and direct sales companies.

Don’t make the same mistake.  If your company has a Twitter account, you need to be prepared to service customers there.  It’s not all about you talking.  It’s about listening, and resolving issues.  People want to be heard.  Are you listening?

Update 2: Domino’s has seen this article on Twitter, and responded.  They have now opened a customer service ticket and referred it to the independent franchise owner.  In my opinion, this should have happened the first time, and not necessitated a blog post.  This should be standard customer service.  What do you think?

image credit: didbygraham

Jennifer Fong

Jennifer Fong helps direct sales companies leverage the power of social media marketing to increase sales and recruiting, and manage online brand perception.  She provides strategic social media consulting to companies, as well as conference speaking and training. To learn more about how Jennifer can help your company, visit http://luceandassociates.com/Jennifer-Fong.html.  You can also check out her direct sales and social media blog at http://www.jenfongspeaks.com, and her Facebook Page at http://facebook.com/jenfongspeaks.