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The system, created by Qualistics, replaces mystery shopper services, comment cards and manual telemarketing surveys by employing a two-minute automated phone survey. Every 25th customer responding to the survey receives a free pizza.
Calvin Barcomb, vice president of operations for RPM Pizza, which franchises approximately 170 Domino's stores, said in a statement that a nine-month study showed the company that "40 percent of our customers who were not satisfied with our product or service stopped buying if we didn't call them and acknowledge the problem." CriticalAlert!, he added, allowed RPM's store operators to learn why customers were dissatisfied within 24 hours of receiving their pizzas. "The customer recovery benefit alone more than pays for the program."
Survey questions are limited to service friendliness and efficiency, pizza quality and delivery time. Customers' phone numbers and responses are recorded and delivered immediately to store operators by e-mail. Feedback also can be integrated with POS system-based customer histories and employee transaction histories.