20 Domino's--Word of Mouth Mouths Are Moving . . . D URING A BAD storm in April 2009, Amy Ravit Korin decided to order a few pizzas, because cooking wasn't on her evening agenda. She decided to place an order online with Domino's, getting through the entire process without talking to a single human be- ing. You might then assume that this would make the order seam- less and error-free, because she typed in exactly what she wanted. This was not the case. The order was not only wrong but it was late, taking more than an hour to arrive. So, being the social media lover and consultant that she is, she hopped onto Twitter to let her feelings about this experience be known. Much to her surprise, a little while later she received a tweet back from Ramon De Leon, who owns multiple locations of Domino's in the Chicago area. He acknowledged her tweet and promised to make it right. She was already waiting for a new pizza to replace the wrong one, so she figured short of a coupon that this would be the end of it. Little did she know what was about to happen. 77