Twitter as a rescue to Dominos PR Disaster

The use of new social media is vital for an organisation to reach their consumers needs today.  The reality is businesses are desperately trying to find ways to interact and engage customers in the process of perfecting their products and services as this tactic will assure customer loyalty, and ultimately gain massive profits.  It is also one of the best ways in managing crisis whenever the organisation been hit by the disaster that may lead to bad views from the public.  This method was used by Dominos public relation team when they faced shocking experience when two of Dominos employees doing revolting things and has been spread all over the Youtube viewers.  After receiving negative views on quality of Domino Pizza, the CEO reached out to their customers via Twitter asking for feedback on what is the ways that company can regain the customers trust due to the incident.  Besides that, he spends huge time and much energy to get the customers respond on how they can improve their services and choice of pizza.  We can see this is another unique business trick when the CEO choose the new media as a bridge to reach out its customers and the best solution what we can see how Dominos has achieve their business goal today. 

What the CEO did is right.  When they have trouble with their customers trust, they go straight away to them.  They communicated directly which make the customers feels appreciated.  Moreover, it is a brilliant idea to grab the opportunity in using new media social networking when we know it is today’s trend and any issue is spreads immediately in the social media like Twitter, Facebook and Youtube.  Thus, they visibly make the customers as the priority in business when they directly listening to their customers demand in order to improve their quality of pizza based on the customer’s experiences.  Furthermore, Dominos public relation team work so hard in facing the positive and negative impact on the spot and not leaving the customers to make much more assumption about the incident when they come out video response from the company later after the incident.  It is relevant by today scenario to use new social networking media to gain good customers relationship and listen about what they want.  They react positively about the issue when they sign up for twitter account which has over 1200 followers since the incident happened.  By using these new media technologies, Dominos itself open their wide opportunity when they give responses and allowed their customers to talk about the issue openly.

Sources

http://www.computerweekly.com/blogs/editors-blog/2009/04/dominos-creates-twitter- accoun.html

Reviewed by Nabila Farahanah Zulkefli - 2009178883