Remember that local pizza shop called “Domino's Pizza”?

This is their stock price over the last 20 years.

It was worth around $8 back in 2004.

Today it’s worth over $400.

So what changed?

In 2008, Domino's realized that customer uncertainty about delivery times was impacting their bottom line.

As such, they decided to implement the 'Domino's Pizza Tracker' which provided full transparency to customers throughout the order process.

The Lesson?

Research has found that it is less psychologically stressful to know something negative is about to happen (i.e. late pizza ) than it is to be left in uncertainty (i.e. no idea where is).

Bad news is better than no news. Keep your customers updated and you’ll see some serious returns.