In my book Good to Great CX, when I talk about NPS, I talk about ‘loyalty beyond reason’ or a score of 11 on a 10-point scale. This is the kind of loyalty that persuades people to do anything for the brand such as having a Harley-Davidson logo tattooed on their bodies. Well, Domino's Pizza took that one step further offering customers free pizza for life if they got the brand’s logo tattooed “in a prominent place” on their body and shared their body art on social media The two month campaign was such a success that after five days, Domino's cancelled the offer, announcing only the first 350 people with tattoos will be awarded the special lifetime deal. I feel for the 351 + customers who have been branded for life and have no free pizzas to show for it! I’d be curious to see if this campaign backfired and negatively impacted loyalty. To learn more about NPS and loyalty beyond reason contact me or you can buy copies of Good to Great CX at a special discounted price of $14.95 or you can add 10 copies to your cart to receive 10 book for $10 each! There is more information on the website on how to redeem this offer.