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How Does Domino’s Deliver High Caliber Facebook Customer Service?

I regularly analyze different industries here at Simply Measured, looking for insight, trends, and standout campaigns. Recently,  while digging into a collection of large companies within the pizza industry, I noticed something about Domino’s that caught my attention. It’s incredibly rare that when I take a gander at a brand’s audience growth across multiple months and social channels, it looks like this (click to zoom):

This chart from the Simply Measured Cross-Channel Social Performance report shows Domino’s audience growth between October 1, 2014 – January 31, 2015 across multiple channels.

You’re probably wondering, “What’s so unusual here?”

Answer: Domino’s audience growth is net positive on every social channel it’s present on.

That’s uncommon even among the top-notch enterprise brands I regularly analyze, but I was particularly struck by Domino’s massive Facebook audience growth–over 448K in just four months.

What is Domino’s doing so right on Facebook?

That’s a complicated question, and probably has something to do with well-targeted ad initiatives, but by doing a little more research with our Facebook Customer Service Analysis, I was able to isolate another possible contribution to Domino’s impressive Facebook growth: a high rate of response to customers and the prioritization of making its audience feel heard.

A High Rate of Reply to Fan Posts 

Between October 1, 2014 and January 31, 2015, Facebook Fans posted on Domino’s wall a total of 5,504 times. Domino’s responded 3,061, giving Domino’s a 55.6% response rate to Fans.

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This chart from the Facebook Customer Service Analysis shows the percentage of Fan wall posts with Domino’s replies between October 1, 2014 – January 31, 2015.

That’s impressive in its own right, but the average time per reply really blew me away: 88 minutes. Being able to reply to over half of your Fans in less than 1.5 hours is a huge win for any brand, especially one with over 10 million Likes on Facebook.

Enviable Response Time 

99% of responses from Domino’s came within 24 hours.

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43% of responses came in less than 30 minutes, 30% within the hour, 20% between 1-6 hours, and 6% between 6 hours and 24 hours.

Just like their delivery, Domino’s responds in  a timely fashion. Sorry, I couldn’t resist.

Not Feeding the Trolls 

I took a look at Domino’s top Facebook posts during this time period sorted by number of comments.

This chart is from the Simply Measured Facebook Customer Service Analysis for Domino's between October 1, 2014 and January 31, 2014.
This chart is from the Simply Measured Facebook Customer Service Analysis for Domino’s between October 1, 2014 and January 31, 2014.

I clicked through to each post and did a qualitative review of the comments that Domino’s received on its Page, along with how and when the brand chose to respond.

One tactic that impressed me was the way that Domino’s ignored its trolls wholeheartedly.

Especially when you’re an enterprise brand, there will always be people on social who like to poke at you and say negative things about you.

The trick is to be able to tell when the complaints are actually product-related, and when they’re just the rantings of people who are impossible to please or simply seeking attention.

Domino’s knows the difference and stays out of comments and conversations in which trying to make the person in question happy would be a fool’s errand.

In doing so, it creates time and energy for efficiently responding to customers who have real-world problems they can solve or ameliorate.

Interested in seeing what other top brands are doing on Facebook? Be sure to download our latest Facebook study of the Interbrand top 100 global companies by clicking the link below.

Lucy Hitz

I’m the Head of Marketing Communications here at Simply Measured, where I'm responsible for our content program, social media marketing, PR, and comarketing ventures. I love yoga, The X-Files, peaty scotch, hiking, and poetry. If I were a social media channel, I’d want to be Instagram, but I think I’m Twitter.

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