Apologies – The Good

interactiveamy_dominos_crew.jpgToday on The Bigg Success Show, we were thrilled to welcome Amy Ravit Korin, also known as interactiveAmy. She’s a social media consultant to individuals, local businesses and Fortune 500 companies. We met Amy at SOBCon, the business school for bloggers. Amy has so much personality that, once you meet her, you’ll never forget her! So let’s get to the conversation …

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marylynnAmy, you told us this incredible story that we want you to share with our whole community. You recently ordered some pizza from Domino’s. But it took an hour to get the order to you and, when it arrived, it wasn’t right. What happened next?

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amyI called the store and they said they would send over another one. I’m also very active on Twitter – as a social media consultant it is one of my preferred methods of communicating. So I tweeted what had happened. I was just venting my frustration.

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georgeAnd that's when Ramon De Leon, who is the owner of the local Dominos stepped in, right?

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amyYes! He twittered me right away and asked which location I ordered the pizza from.

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Get in on the conversation

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marylynnThis is a good thing for local business owners to understand. Since you are a social media consultant, Amy, how did Ramon know that you had tweeted about him?

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amyThere are great tools out there that allow you to monitor the real time feed of what's being said on Twitter. Ramon probably had an alert set up for the word “Domino’s” or “Domino’s Chicago.” You can use any term that's relevant for you. In addition, you could also set up a Google Alert, which will alert you whenever your name, brand, or company is mentioned on the Internet. So Ramon said that he would remedy the situation and be back in touch when he had more information. I figured I was going to get a credit for free cinnamon sticks the next time I placed an order. Imagine my surprise when I woke up the next morning, logged onto Twitter, and saw a tweet from @DPZRAMON. It said, "Amy, we want to make it up to you, please click on this link." The link took me to a video apology from Ramon, who is the owner of six Domino’s franchises in Chicago. He was standing there with Junior, who is the General Manager of the store where I ordered my pizza. They were offering an apology for what had happened that previous night.

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The buzz begins

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marylynnLike a lot of people, we've watched that video. I really liked that the apology was very sincere!

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amyYeah, what's so crazy is, just this morning, I actually got a tweet from Ramon. He said that video has been embedded on over 30,000 websites! And this is not just 30,000 watching the video; this is 30,000 people who think it's noteworthy enough to feature on their website.

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Wow!

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marylynnAnd in this video, not only did Ramon apologize to you – and promise to make it up to you – he said that they were going to wow you! Now that's more than cinnamon sticks. So what did they do to wow you?

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amyFirst of all, I was totally wowed by this video apology. I had never seen or heard of anything like it. Well as it turns out, I'm also involved in the Social Media Club of Chicago. We hosted an event on Thursday, April 30th – the kick-off to SOBCon. It was a great event where we had all kinds of Chicago social media minds in addition to friends from all over the country. Independently of this video apology, Domino’s was already secured as an event sponsor. So if that wasn’t enough, Domino’s showed up with over 100 pizzas for our club. They also brought a personal pizza for interactiveAmy, with my name all over the box. Ramon delivered it himself.

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george
So he didn't delegate this!

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amyNo, he didn't! Not only was he there, he was really excited about it. He couldn't wait to meet everybody who had heard about him after the video apology. But he was most excited to come and meet me, which was really cool.

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george
And who can blame him, Amy? We know you!

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amyHe also brought some members of his team including Junior. And it was his day off! In addition to the personalized interactiveAmy pizza, Junior also brought me a dozen roses in my favorite color, fuchsia. See video of interactiveAmy with DPZRAMON and Junior.

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marylynnHow on earth did he know your favorite color? He must have visited your website where that color is so strong.

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amyThat's true. I don't know if he did his back end research or if he just took a guess that women like bright pink.

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marylynnWell, I am just wowed by all of this. It’s just incredible!

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interactiveAmy and DPZRAMON

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The conversation begins when a mistake is made

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amyI thought so too. Ramon and I are still in touch. He has become an example of what great customer service is and can be – how to take steps to forge relationships with your customers which is a huge opportunity. When somebody makes a mistake, it doesn't have to be the end of the conversation. It really should be the beginning.

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georgeThat's a great point, Amy. But you could have just said nothing and not gone back to Domino’s. Instead you said something – not even expecting a response – but he responded in such a magnificent way that you've talked about it ever since. Plus 30,000 bloggers have talked about it too!

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amyExactly. As the owner of my own social media company, this is definitely something I try to advise business on, from small mom & pops all the way up the Fortune 500 ladder. Take any opportunity to engage in a conversation about your brand, product or service. And listen – especially when someone says something that might not be the most flattering. It’s a great way to get insight and take steps to remedy the problem. So first you have to listen. Then you can engage. You can become part of the conversation and take the necessary steps to forge your relationship going forward.

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georgeThose are great points, Amy. Here’s what I’ve learned – if you need a case study for your social media consulting business, just be your own.

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amy
I think that's a lesson to all of us … go out there and make things happen!

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Thanks Ramon for being a shining example of great customer service.

And thanks Amy for sharing your story with us.

And thank you for reading our post today.

Bigg Question

Have you been impressed with the response to a complaint? Share that with us by leaving a comment below, e-mailing us at bigginfo@biggsuccess.com or calling us at 888.455.BIGG (2444).

Please join us next time when we’ll continue on this thread. We’ll discuss bad and ugly apologies. Until then, here’s to your bigg success!

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Apologies – The Bad and the Ugly

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(Image in today's post provided by interactiveAmy)

13 replies
  1. Mary-Lynn
    Mary-Lynn says:

    Amy sent this to me and I had to add it. Clever marketing!!

    follow up re: KFC vs Dominos- this was posted by Ramon’s cousin Andre:
    Andres J. DeLeon If anyone wants to redeem their Oprah KFC coupon for a Small 10″ One Topping Pizza, must message on twitter @DPZRAMON. Pick-up only at any of our six stores in Chicago….Lakeview, Lincoln Park, Goldcoast, South Loop, Logan Square and Little Village. Offer ends 5.10.09, OPEN LATE!

    Reply
  2. Mary-Lynn
    Mary-Lynn says:

    Here are some comments on today’s show that I’ve gotten from some of my Facebook friends:

    Mickey – “I really enjoyed this story thanks for sharing!”

    Desiree – “I love this!! It was nice to hear your show, too! :)”

    Melinda – “nice story … obviously someone knows the value of great PR”

    My response:

    Thanks Mickey, Desiree and Melinda for taking a listen. It is such a compelling story…not only about good PR, but also about the value of listening for conversations about your business on social media. If @DPZRAMON hadn’t been using google and/or twitter alerts about his brand, he would never have known there was a problem to fix!

    Reply
  3. Monica Carter Tagore
    Monica Carter Tagore says:

    This is an excellent example of someone taking responsibility and making a situation better. It’s easy to duck responsibility (we see if often), but it says something special when someone owns up.

    Thanks for sharing!

    Reply
  4. George & Mary-Lynn
    George & Mary-Lynn says:

    We’re with you, Monica. It is easy to duck responsibility but it doesn’t pay off very well in the long-term. Ramon took full responsibility and look what it’s doing for him. Thanks for your comment!

    Reply
  5. Stephen Hopson
    Stephen Hopson says:

    Wow, I am blown away by this reaction in this day and age where excellent customer service is not the norm. It’s sad that this kind of service creates major news because it’s so unusual but good for the pizza chain to capitalize on it. Serves as a good example of what companies need to be doing more of b/c then the PR could be just as good, if not better for them.

    Reply
  6. George Krueger
    George Krueger says:

    I’m with you Stephen. I think my jaw dropped when Amy first told Mary-Lynn and me her story.

    I also like that it highlights that nimble-footed small business people can use social media tools to outpace large companies. We’re going to discuss that more on tomorrow’s post.

    Reply
  7. Ryan
    Ryan says:

    I just wanted to comment also, as I am working on my own social network marketing plan. I love business that are small enough that the owner(s) still control the company. I have had so many horrible experiences with companies that are too big for their own good, that it is just so great to hear stories like this highlighting the advantages of being an attentive owner.
    P.S. I have ordered from the Lincoln Park Dominoes multiple times and have always been very satisfied, even when I order at 2am.

    Reply

Trackbacks & Pingbacks

  1. […] media can help you resolve complaints so you keep more customers. You may even get them to spread the word about you and your […]

  2. […] interview of me speaking on the same subject, my story was featured in an in-depth interview on The Bigg Success […]

  3. […] Yesterday we talked about how Ramon De Leon, the owner of six Chicago Domino’s franchises, responded to a complaint by Amy Ravit Korin on Twitter and created a video apology promising to “wow” her. You owe it to yourself to see how he did it. […]

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