Customer Service – Do This Not That

Customer service part II

Do This (be like Nordstrom) Not That (be like Domino’s)

What on earth could pizza have to do with fashion, other then a potential expensive dry cleaning bill?  During my 5 years at Nordstrom there is no question that I learned three pillars of success that make Nordstrom great.  Recently, while taking one for the team, I experienced a subtle but dangerous misstep by Domino’s.

It was Wednesday night, I knew I was going to be working that night, my wife had a meeting and I was alone to my own devises.  The decision took merely moments that I was for sure going to order pizza.   I must admit the Domino’s pizza ads got to me.

Here they are, a company older then myself, making a bold move and completely changing their core product.  From the ads you would believe they truly cared about the feedback they were getting and that the decision came from high, most likely the Noid himself (I am convinced he is in Cuba waiting to make a come back appearance) — Our pizza sucks let’s do something about it.

So now they decide to take this one step further…we are going to sell our pies for dirt cheap and taking a direct quote from their commercial “if you are not completely satisfied with your Domino’s pizza experience we will make it right or give you your money back!”

Their website was awesome, easy, and fun to use.  The anticipation grew with every incremental step I watched on the new tracking system.  Your order is being made…right now!  your order is complete, the driver Joe (they actually gave his name) is on his way.  I can not tell you how excited I was, my mouth was watering and my thoughts began to drift to a place full of fresh veggies and melted cheese.

Finally the pie arrived.  I paid the driver handing a $20 bill and looking at him with the “don’t even think about making small talk, I have a pizza to eat” eyes.  Have I mentioned I LOVE pizza.

I rip into the box like a maniac nearly dropping the whole pizza on the floor.  With my warmed plate in hand I sit down and eat.  The sauce was great, cheese fresh (and real), veggies good, and then there’s the crust.  Smothered in butter, just like they said, so really it’s my fault for not listening to them.   My fingers were covered in butter and garlic the moment I picked up a slice, which is not conducive to drinking soda or anything else while you are eating.

I decided the crust was so bad and heavy it made my overall experience with the new pizza a poor one.  Domino’s had pushed me into this position that it only seemed fair that I should tell them what I think.  It was my duty, as a self-proclaimed pizza connoisseur, to tell them what I thought.

I traveled back to the email they sent me, figuring they would have a feedback button, no love.  The website was nice, so I went there and to my surprise I couldn’t find a feedback button.  WHAT?!?!

Then in the corner I saw this:

Which opens up this window:

Here is where the whole thing falls apart.

At Nordstrom we are taught many things, but few as important as these:

1) Use Good Judgment at All Times

2) Listen to the Customer First

3) Under Promise and Over Deliver in Everything

Nordstrom is a support based company.  The inverted pyramid means that when you are a manager you are below those you manage, you support them.  When you are on the front lines as a sales person or customer service rep you support the customer, listen to them , and never ever make a promise you can’t keep.

I would go as far as to say it was encouraged that you make promises, and then find as many ways as you can to exceed expectations.  Sometimes this meant doing things you didn’t want to for the sake of keeping a promise.  This could be delivering customers items to their house or staying later then your shift to finish something you started.

So what did I do with Domino’s?

I emailed them and not some sissy email that said I didn’t like their crust.  I gave them a Food Magazine breakdown of what I loved and what I didn’t love.  I ended the email with this line:

“There is no question, the crust was so bad that I will not be ordering pizza from Domino’s again and didn’t even finish the two pizza’s I ordered”

I got a reply fast, too fast.

…“Your feedback is important to us and we will share it with our Product Development Team.  We value your business and hope you will give us another opportunity to serve you in the future.

Sincerely,

Cleveland Domino’s Customer Care T.E.A.M.”

What happened to “if you don’t like we will bend over backwards to make it right or give you your money back no questions asked”  Because that is what I hear when they say 100% guarantee.  This is a prime example of when a company over promises, has no intention of meeting their promise, or just get’s too busy.

There is a reason why Nordstrom customers speak so highly of the company – the Nordstrom way is to over deliver on every promise.  Are you setting yourself up for success?  Over promise and you won’t be getting many repeat customers.  Over deliver and you will build an army of advocates.