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You may remember the ads; Domino's conducted a series of focus groups and other marketing research, and used actual consumer comments in their advertising; 

“Your pizza tastes like cardboard.”

“Totally void of flavor.”

“Boring, artificial imitation of what pizza can be.”

Hearing the voice of the customer, Domino's reformulated pizza recipes and rolled out an impressive new product.  (There’s a short clip of the campaign at www.pizzaturnaround.com.)

The results? For the 1^st time in 5 years, year-over-year same store sales were up and its stock price rose over 90% compared to the restaurant industry average of 40%. As of May 2012, Domino’s stock price had quadrupled!

Domino’s listened, understood, reacted, and greatly profited from Hearing the Voice of the Customer.

Lon Zimmerman's presentation highlights how corporations and other organizations are finding value in Hearing the VOC. Included will be examples of ways Hearing the VOC has helped improve operations, sharpen marketing activities, and increase customer satisfaction and retention. Also discussed will be various methodologies being employed in Hearing the VOC. 

Lon Zimmerman - President of Zimmerman Marketing Research



Lon Zimmerman has conducted over 300 VOC studies for corporations and other organizations. His client list ranges from Fortune 100 corporations to non-profits and membership associations along with individual entrepreneurs trying to build that better mousetrap.

Zimmerman has been involved in marketing and marketing research for over 25 years. Prior to establishing Zimmerman Marketing Research, he was associated with The Research & Planning Group. Previously, he was co-founder and executive vice president of Adamson Advertising.

He has presented seminars on marketing research throughout the United States and is a frequent guest lecturer at Washington University and Saint Louis University. 

Lon co-founded the Missouri Chapter of the Qualitative Research Consultants Association, Inc., and has served on the Board of Directors of the American Marketing Association-St. Louis, the St. Louis Society of Association Executives and the Nine Network of Public Media (KETC-Channel 9). He is also a member of the Board of Directors of the United Way of Greater St. Louis.