You’ve probably seen the new Domino’s Pizza Carryout Insurance commercials: Domino’s is now offering Carryout Insurance!
Domino’s carryout insurance is great marketing, but more importantly it has also helped their stores provide better Customer Service. In the past, it was left up to the individual store manager to decide when the product guarantee guidelines applied to damaged product situations. Of course if a driver dropped an order, it was replaced because that is a Domino’s employee error. However if a Customer did it, then results could vary by store, manager or policy of the Domino’s franchisee. The carryout insurance removed personal interpretation by always giving the benefit of the doubt to the Customer, brought consistency to all Domino’s locations.
What’s covered under your carryout insurance? According to the Domino’s website, the list below is covered:
- “Rain. So much rain.”
- “It got cold while stuck in traffic.”
- “Stranger sneezed on it.”
- “My dog licked it.”
- “My kid sat on it.”
- “It was run over by a bicycle gang.”
- “I tripped on a sprinkler.”
Obviously Domino’s doesn’t care the reason, they will replace it. However, was it Domino’s fault that you dropped your pizza? Absolutely not. Is it their problem? Yes, because how well will you enjoy your Domino’s experience if your pizza is uneatable? They are committed to providing a positive experience regardless of the circumstances.
Peyton Whitty, a Field Trainer for Domino’s, and part of the Customer Xperience Executive Academy Class of 2018 shared his favorite Carryout Insurance story from a store in Mississippi:
“After receiving two calls from the same customer within an hour, the manager taking the order said, “Wow, you must be hungry.” The customer explained that her teenage son brought his friends over and they ran off with the pizza before she or her husband had the chance to enjoy it. To which the manager replied, “disappearing under teenage circumstances is covered under our carryout insurance.” The manager made her another pizza free of charge! Of course, this isn’t a regular occurrence, so the manager recognized the opportunity to WOW her.”
Being Zero Risk applies regardless of whether or not your company is at fault. World-class service companies create protocols to proactively handle their most common service defects. Even if a defect is not your fault, your customer will associate the issue with doing business with you. Domino’s is handling the problem before it even occurs, by using a memorable Zero Risk marketing platform. How can you make your organization a Zero Risk company to do business with?
“Even if a defect is not your fault, your customer will associate the issue with doing business with you.”
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