Wired Pursuits

The impact of consumer comments.

Posted on: January 25, 2010

Just watched a commercial for Domino’s pizza that made think about the impact of social media and online consumer comments on corporations. The commercial went something like this:

  • Domino’s holds an old fashioned, face-to-face, videotaped focus group.
  • A number of individuals in the focus group express their displeasure at Domino’s pizza – they basically say it sucks.
  • Domino’s reworks their entire pizza to address customer issues.
  • They go back to each person in the focus group (supposedly surprising them) and ask them their opinion of the new Domino’s pizza.

What’s interesting is that the commercial highlights the fact that Domino’s is responding to consumer criticism. Domino’s is making sure that everyone knows they are responsive. In fact, they have a whole site dedicated to their “Pizza Turnaround Documentary.

Years ago (prior to online social media) corporations would have just made the change and come out with a “new and improved” campaign.  I believe this new, “I’m listening” approach is a product of the new social world and the power that online social technology affords consumers.

Sure consumers have let their views be known to corporations and friends before, but nothing has been as powerful as the Internet for letting others know what you think. Corporations are recognizing that airing your dirty laundry is good for credibility and business.

Kudos to Domino’s for listening. And, kudos to social media for making them.

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