Domino’s in the US had complaints from its customers about the pizza taste. They did focus groups to find out what the customers wanted and changed the recipe. Further, they ran TV campaigns admitting in a series of documentary-style spots that under its old recipe, customers complained its crust tasted like cardboard and its sauce was reminiscent of ketchup.
They then began promoting its new pie, which has a new sauce and cheese combination and herb- and garlic-flavored crust. In that quarter alone they increased their profits and increased the store traffic by 4%.
Being open and honest about our own shortcomings about the service/product and rectifying sincerely (and visibly) helps keep the customers.
On another point, I read a report that 94% of university professors in the US think that they do their job better than their ‘average’ colleague (I don’t think the percentage will be much further away for Australians!). Why then there are so many people in the US (and here, and everywhere) with self-esteem issues, I wonder J The moral of the story is we all think what we do/offer is better than others.. Some even think that their product/service is the ‘perfect’ one. I suspect these are the people who wouldn’t buy Domino’s pizza because it is ‘imperfect’ (as Domino’s themselves admitted the fact).
So, when you
- consume your own product/service,
- find that it is NOT the best and
- start improving the product/service
how do you communicate to your customers and prospects without scaring them? BTW, I’ve come across many organizations that do not want to ask/survey their customers what they think about the product/service for the fear of ‘waking up the sleeping tigers’!
Here are some thoughts:
1. Develop a plan on what you will improve
2. Start implementing the plan and
3. When you see some tangible improvements, then let your customers and prospects know that your dog food was not good and how you are improving.
This is more likely to be seen as being sincere and retain the customers.
