John DiJulius | Customer Experience Blog

“Creating Smiles by Making Lives Easier”: Speed of service up, friendly down: Alan Lovelace presenting at the Secret Service Summit


Creating Smiles by Making Lives Easier Think about the last time you ordered pizza to be delivered to your home. Why did you do that? When helping one of our consulting clients, RPM Pizza, (the largest U.S. franchisee of Domino’s Pizza,) craft their Customer Service Vision, it was critically important for their employees to truly understand the “why” piece. Were they hungry? Yes, but they could get food from thousands of places to satisfy their appetite. Why pizza, and why Domino’s?  Typically there are three reasons why someone would order pizza to be delivered from Domino’s. 1) Pizza makes everyone happy! Trying to get a bunch of family or friends to decide on what to order is a struggle. Pizza is always a simple answer. 2) Domino’s makes great pizza.  3) In today’s crazy hectic world, we sometimes find ourselves out of time. Domino’s gives us that time back. Instead of cooking dinner or going out to a restaurant, we can now spend that time helping our kids with their homework, being able to chill out, relax, and connect with people close to us. Hence, it was vital that every employee understood that they were not just making and delivering food/pizza, but their purpose, (what their customer’s truly needed from them,) was easy and simple: Domino’s pizza being brought to your door, exactly how you ordered it, promptly, by someone smiling with genuine hospitality. Thus the customers smiled because their lives were made easier.  It is a great customer service vision that is measurable, accountable and trainable.  Their three pillars are Operational Excellence ~ Customer Delight ~ Deliver the WOW. You can see their credo card that explains what each pillar represents.


Speed of service up, friendly down – In 2011, RPM Pizza made major improvements in its already best-in-class speed of delivery service by improving its percentage of on-time pizza deliveries by 17%. However, according to independent third-party mystery shopper surveys, RPM Pizza ranks last among its major competitors in hospitality.  In the past 12 months, with the help of The DiJulius Group, RPM Pizza began a journey and relentless commitment to be a world-class hospitality company.  They started with creating a customer-service vision and pillars, creating a day-in- the-life video of a Domino’s customer, and then rolling out their non-negotiable standards.


Alan Lovelace  is extraordinary at turning great ideas into implementable and simple executable systems, where every front- line employee can deliver it consistently. He has been a key reason why RPM Pizza is Domino’s top franchisee in the United States. The DiJulius Group is excited to announce that Alan is one of our brand executives presenting at the 2012 Secret Service Summit.  Alan will be sharing how his company is in the process of transforming a company’s culture that historically solely focused on speed and quality of food, into one that will also be known for world-class hospitality. 








Customers are not always right; however, they are never wrong.


John R. DiJulius III best-selling author, consultant, and keynote speaker, is the President of The DiJulius Group, the leading customer experience consulting firm in the nation. He blogs on customer experience trends and best practices. Learn more about The DiJulius Group or The Secret Service Summit, America’s #1 Customer Service Conference.

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