When designing the ideal consumer experience, where do retailers and brands start? The smart ones, of course, start with the customers. The brand landscape is littered with companies that have become so operationally-centric that they become irrelevant to their customers (let alone new ones). Why DOES Domino’s pizza taste like cardboard? Why did it take them so long to listen and respond in consumer language?
Take a few minutes to watch this video. Does your marketing team think of your customers like this? Do your customers feel neglected like this? You won’t really know until you ask.
Now, contrast it with Domino’s Pizza Turn Around.
I hate to call it a campaign, because it seems to be the best of consumer-centricity: listen and respond. What they are saying here, is that they are re-aligning their operations around delighting their customers and in turn, they have faith that they will bring back those of us who wouldn’t think of ordering from Domino’s and perhaps win over new generations that don’t even know the brand.
Domino’s response has been about presenting a level of transparency that feels fresh. They have committed national media buys to telling the story of what they heard and how they are responding. Innovation and creativity applied to the consumer experience; keep an eye on this. We should all be learning from it.
©2010 Consumer Experience Design. All rights reserved.
Take a few minutes to watch this video. Does your marketing team think of your customers like this? Do your customers feel neglected like this? You won’t really know until you ask.
Now, contrast it with Domino’s Pizza Turn Around.
I hate to call it a campaign, because it seems to be the best of consumer-centricity: listen and respond. What they are saying here, is that they are re-aligning their operations around delighting their customers and in turn, they have faith that they will bring back those of us who wouldn’t think of ordering from Domino’s and perhaps win over new generations that don’t even know the brand.
Domino’s response has been about presenting a level of transparency that feels fresh. They have committed national media buys to telling the story of what they heard and how they are responding. Innovation and creativity applied to the consumer experience; keep an eye on this. We should all be learning from it.
©2010 Consumer Experience Design. All rights reserved.
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