John DiJulius | Customer Experience Blog

Domino’s Pizza: How did they hit record customer satisfaction scores

Speed of service up, friendly downRPM Pizza is Domino’s largest franchisee. They operate over 130 locations inย  three states. 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 an independent third-party mystery shopper survey, RPM Pizza ranked last among its major competitors in hospitality. In 2012 RPM Pizza began a journey and relentless commitment to be a world-class hospitality company.

Why pizza? Think about the last time you ordered pizza to be delivered to your home. Why did you do that? It was critically important for their employees to truly understand the “why” piece. Were their Customers hungry? Yes, but they could get food from thousands of places to satisfy their appetite. Why pizza and why Domino’s? This is where RPM’s video titled, “Creating Smiles,” played a major role. To illustrate RPM’s service vision, make it come to life and not just be another company stale quote, RPM’s video needed to show all the benefits of what delivering great pizza in less than 30 minutes really provides to their Customers beyond just filling their bellies. This video showed people being in a rush, with their busy lives, some away from home traveling, others trying to get home from work and get the family fed. In certain instances, trying to please everyone’s tastes, wanting to spend more quality time with each of their loved ones rather than be inย  the kitchen preparing food.

It didn’t work – Initially the service vision launch was unsuccessful. “After we rolled out the credo card with the service vision, pillars and never & always, I was expecting instant results. Months went by, and there was really no change in our customer metrics. In fact, some of them actually went backwards,” says Glenn Mueller, President and CEO of RPM Pizza. See what Mueller did to turn it around and why their customer satisfaction scores hit all time highs. Domino’s Service Vision Launch.

Breaking satisfaction records – It was vital that every team member understood that they were not just making and delivering food/pizza, but their purpose, (what their Customers truly needed from them) was easy and simple: Domino’s pizza being brought to their door, exactly how they ordered it, promptly, by someone smiling with genuine hospitality. Thus the Customers smiled because their lives were made easier. This ensured every RPM team member clearly knows why their service vision is creating smiles by making lives easier. By 2013, RPM Pizza’s service culture had made a drastic turnaround. Not only was their customer satisfaction score significantly better than the previous year, it hit the highest score in RPM Pizza’s company history.

What is your purpose at your company? Use the Comments box below…

ย Johnism:

“If you want to see how a company is doing now, look at their current sales;

if you want to know how a company will perform in the future,

look at their current customer satisfaction scores”


~John DiJulius best-selling author, consultant, and keynote speaker, is the CVO 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.

What is your Smile index; how would you handle…?

Smile Index – CEO Chip Conley, founder of Joie de Vivre Hotels, shares a great example called the Smile Index in his book, Emotional Equation. Whenever he visits one of his properties or any business, he says he can get a true sense of the place within seconds by observing the quantity and quality of the employees’ smiles. “My emotional antennae could pick up whether they were genuine or just a mask. Similarly, when interviewing job candidates, I could intuit a person’s emotional state within ten minutes, so that I knew whether the position would be a healthy habitat for him or her — or not.”


Employee Service Aptitude Test – The most critical piece to building a world-class Customer experience organization is developing employees’ service aptitude constantly. One of the best tools you can ever create is an E-SAT (employee service aptitude test). An E-SAT is a 25-75 multiple choice test that The DiJulius Group’s clients give to all new employees to certify them before they start interacting with their Customers.  See how you and your employees would handle the scenario below.


How would you handle… – Your client misses a conference call with you that they had confirmed via email. You reach out to them to see what happened, and they say they had it down for a different time/day. You…


A.    Apologize for the miscommunication, and ask when would be the earliest convenient time that would work for them

B.     To ensure they didn’t think you made the mistake, you forward them the email that they confirmed

C.     So not to be pushy and to see if they are really interested in doing business with you, you wait for them to re-schedule

D.     Other…


More E-SAT resources – Here are two other great examples of e-sat scenarios you can learn from: Hallmark Cards E-SAT and John Robert’s Spa E-SAT.  Commit to making your company’s E-SAT now!


Domino’s really delivers – A great client of The DiJulius Group, Domino’s Pizza, has been making huge strides the past three years in taking their Customer service to new levels.  Many of you saw Alan Lovelace speak at last year’s Secret Service Summit on how they are going about it.  The three pillars to Domino’s Pizza are Operational Excellence, Customer Delight and Deliver the WOW.  If you don’t think a Service Vision and Pillars can have an impact on how employees think, check out this video of how a Domino’s driver crashed his car and still delivered the pizza to the Customer –Delivering the WOW.


We Mean Business I was recently interviewed about how companies can provide a world-class Customer experience. You can check it out here, We Mean Business TV interview.



It takes 20 years to build a reputation and five minutes to ruin it.


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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