Deep dishing on CX: how ordering ahead helps the customer experienceBusinesses can delight customers and boost their bottom line by inviting customers to take small, mutually beneficial actions that turn a potential point of friction into a positive experience, as demonstrated by a deep-dish pizza restaurant's advance ordering system. By offering advance ordering, the restaurant acknowledged that our time was precious. By offering advance ordering, the restaurant acknowledged that our time was precious. The psychology behind win-win customer actionsThe success of strategies like advance ordering lies in understanding customer psychology. By clearly explaining how advance ordering benefits us while being transparent about the process, the restaurant demonstrated honesty and customer-centricity.