案例库 · 战略与领导 · 战略决策 · 2008
这条还没译成中文，下面是英文原文。
Domino's made pizza wait visible with a progress bar
Domino's turned an invisible thirty-minute wait into a visible progress bar, cutting complaints without speeding up delivery.
Domino's
那一手
By the mid-2000s Domino's was trying to push online ordering from a fifth of its business toward half, but a phone or web order for pizza disappeared into a black box: a customer paid, then had nothing to do but sit and wonder whether the order had even been received, while every unexplained minute made the wait feel longer and fed complaint calls to the store.
The obvious fixes were operational — faster ovens, more drivers, tighter routing — and Domino's was already working all of them without closing the complaint gap, because the complaint was never really about the clock; delivery time hadn't changed, only what the customer could see of it. Nobody in quick-service food was showing customers the kitchen in real time.
Domino's built Pizza Tracker, a stage-by-stage online progress bar — order placed, prep, bake, quality check, out for delivery — updated by store staff punching a button at each step, so the order took exactly as long as it always had but the customer could watch it happen.
为什么管用
- Uncertainty, not duration, drove complaints.
- Progress bar gave concrete evidence of progress.
- Staff already performed steps; broadcasting cost little.
- Transparency raised satisfaction independent of wait time.
可以搬走什么
When a wait feels long, show the work happening; visibility can beat speed.
后来呢
Domino's called it an industry first when it rolled out nationally in January 2008 after a December 2007 test, and by its 15th anniversary the company said Tracker had followed more than 1.8 billion orders; researchers studying the mechanism later found that showing customers unseen backstage work ("operational transparency") measurably raises satisfaction independent of actual wait time.
资料来源
发现哪里写错了？告诉我们。