CRM Group Project

Dominos

CRM-5, Group-6
Abhishek Dogra UM16311
Vinita UM16307
Sonali Bontu UM16312
Mrigank Hajela UM16338
Pratik Roy UM16345
Sarfaraz Hussain UM16372
Aakash Gupta UM16373
Contents
Introduction ..................................................................................................................................... 2
......................................................................................................................................................... 2
Dominos India.................................................................................................................................. 2
Growth & Evolution in India .......................................................................................................... 3
CRM Strategy Overview ................................................................................................................. 4
Contact Center Service........................................................................................................................ 7
Internal CRM by Dominos ................................................................................................................... 9
Measuring Impact through Critical Success Factors ............................................................. 13
Customer Survey......................................................................................................................... 14
Conclusion................................................................................................................................... 15

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Introduction

Dominos India

Dominos Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan,
United States. Founded in 1960, Dominos is the second-largest pizza chain in the United States.
Dominos currently has nearly 9,000 corporate and franchised store in 60 international markets and all
50 US states. Dominos Pizza was sold to Bain Capital in 1998 and went public in 2004. Dominos menu
features pizza, pasta, oven baked sandwiches, wings, boneless chicken, salads, breadsticks, cheese
sticks, and a variety of dessert items.

Dominos India was formed in 1995 by the name of Jubilant Food Works Ltd and currently
operating as Dominos Pizza India Ltd. The company operates its pizza delivery stores using a Master
Franchise Agreement with Dominos International, which provides the company exclusive right to open
and operate Dominos pizza stores and the associated trademarks in the operation of pizza stores in
India and other Southeast Asian countries. The company operates about 1,127 Dominos Pizza
restaurants across 265 Indian cities and is the market leader in the organized Pizza category. It is also
the largest International QSR chain in India. Focused on home delivery, it has more than 60% market
share in the category. The home delivery focus is reflected in the way the company looks, operates and
markets itself. All the systems and processes, store formats and layout are designed to provide best
delivery experience to the customer. They also provide a casual dine-in offering to the customer. The
company has a strong focus on online sales and 51% of its sales were done online for the quarter ended
31st March 2017.

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Growth & Evolution in India

Products Offered

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CRM Strategy Overview

Listen to the customers

Dominos is committed to doing better after listening to customer complaints about the taste of their
pizza.

Their legendary ad showed actual emails and negative tweets about Dominos. Its HQ employees also
read the scathing criticism aloud. With comments such as a crust like cardboard, and totally void of
flavor printed on sheets of paper, the wounded pride of company chefs and other workers was evident.

The campaign invited customers to follow Dominos pizza turnaround. With customer comments
taped to kitchen walls, workers experimented on a new recipe.

By facing consumer criticism head-on and using it to better understand the needs of its customers, the
results a new pizza recipe and revamped menu, for starters helped change attitudes toward their
brand.

Maintain Transparency

Dominos Pizza didnt hide from dissatisfied customers, but brought them and their people into the
process at numerous stages.

Here are some examples:

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 The Pizza Turnaround ad campaign - Dominos put the spotlight on negative
customer comments. No secrets, no spin. It radically embraced the truth.
The Pizza Tracker App Kind of like Uber for pizza, a live tracker app lets
customers follow each stage of their order. From placement to cooking to leaving
the store, the pizza making process is documented in real time. And there a GPS
feature to track the drivers location.
CX, customer and other key metrics - Dominos stores feature a monitor that
details key stats such as weekly customer counts, amount spent per order, and
how each franchise ranks compared to other stores. Employees see these stats to
learn how well theyre doing in real time.

Embrace power of social influence

As it encouraged consumers to try the new recipe and leave feedback on social media,
the company showcased the comments with a live Twitter feed on its Pizza Turnaround
microsite. The company also displayed comments on related blog posts. Harnessing the
power of Social Influence, Dominos even reached out publicly to food bloggers who had
previously criticized their pizzas taste, asking them to give the new recipe a try.

Improve, innovate and evolve based on customer needs

In its early years, Dominos built its reputation with a timely delivery service. But they needed
something more to align with the new Dominos.

One way they got there was by embracing design thinking a mindset oriented toward
solutions, actions, and the creation of a preferred future by putting your customers and their
needs at the center of the experience (and product and service) design process. For Dominos,
this meant disrupting the pizza delivery business with a complete overhaul of the way its
product arrives at customers doors. The Pizza Tracker App is part of this.

The company remains the leader in pizza delivery today, and is poised to be the pizza delivery
leader of the future. A partnership with Ford Motors lets customers order pizza from the
control panel of a car. And theyre experimenting with other hi-tech platforms such as robot
and drone delivery.

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Customer Segmentation
Dominos target audience is very broad due to Dominos diverse consumer base.
However, they do focus on consumers between the age group of 15 - 35. In addition,
they focus on targeting couples where both the husband and wife are working because
Dominos provides a quick and easy meal for working individuals.
Dominos has been targeting consumers who are looking for inexpensive pizza quickly
because customer are very price sensitive; increase in prices will lead to decrease of
sales. Dominos is more focused into delivery and carryout customer compared to dine-
in stores. Demographically, Dominos seems not to have any specific target and just
setting up stores targeting greatest number of people (expecting higher footfall). They
strive to be the leader in online pizza ordering.
Dominos especially target people belonging to the socio-economic set of ABC + C1 + C2
+ D1 + E. The target audience or segment base includes the following.
Wealthy achievers
Wealthy executives
Prosperous professionals
Educated urbanites
Aspiring singles
Starting out
Secure families
Settled suburbia
Asian communities
Blue collar roots
Dominos Pizza India takes into consideration some parameters like the Customer
Lifetime Value (CLV), Share of wallet, customers/ consumers propensity to engage,
his/her propensity to unsubscribe from consuming Dominos pizza, propensity to
convert/ buy (,i.e., pull in new customers) and propensity to churn to segment Dominos
customer base. Dominos also uses collaborative filtering tool of RFM (Recency,
Frequency, Marketing engagement) to generate more sales and thereby profits. It
periodically sends out offers and promotion messages to attract new and existing
customers based on their RFM scores and likeability of their profiles to consume pizza.
The segmentation mechanism is depicted below.

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Contact Center Service

Domino's has constantly strived to develop products that suit the tastes of our consumers and
hence delighting them. Domino's believes strongly in the strategy of 'Think global and act
local'. Thus, they have been innovating with delicious new products such as crusts, toppings
and flavors suitable to the taste buds of Indian Consumers. Further providing value for money
and affordable products to the consumers have been an important part in their efforts. The
initiatives such as Fun Meal and Pizza Mania have been extremely popular with consumers
looking for an affordable and value for money meal option. They have been trying to develop
various other methods such as Dominos Heat Wave Bag. It was developed in 1998 to keep the
pizza hot while transporting it to the consumers. Keeping in Mind the Health & Hygiene. A
number of steps have been taken to ensure standardization of quality throughout the different
outlets in the country by laying special emphasis on health & hygiene. Since the outlets here are
catering majorly to local people, they focus majorly on the local preferences. They try to
incorporate their philosophy of 'Think global and act local in their services. Also they keep a
customer review booklet where the customers can fill their expectations and their views on the
service quality which has been provided. The employees in the Service chain who are their
touch points to the customers play a pivotal role in bringing in key customer insights and
requirements for improving the services of the outlets.

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They try to gain good customer insights and new opportunities of expanding their Business.
They also carry out experimental study by involving participants to their outlet and carrying out
a survey with these participants. First these participants provide general perceptions about
their past quick service restaurant dining experiences and general perceptions about the
industry. Specifically, they provide general information about themselves i.e. (gender, age, class
status, etc.), restaurant selection criteria (quantity of food, cleanliness, location, price, etc.),
frequency of food preferences (deep-fried, salads, pizza, carbohydrates, breads, etc.),
satisfaction of restaurant selection criteria, satisfaction of the food purchased, satisfaction of
the restaurant environment, satisfaction with the business (employees, etc.) and overall
satisfaction with the transaction (correct change, correct order received, etc.).
Then the participants were asked to engage in a quick service restaurant dining experience at
the restaurant. The only restriction was that the meal must include at least one main entry, one
side item, and one beverage of their choosing. After their dining experience, participants
answered varying questions about their dining experience. Specifically, subjects were asked to
rank various restaurant attributes according to their relative importance. From subjects'
responses we calculated an attribute importance index score (AlS). This weighted score takes
into account the first, second, third, fourth, and fifth most important restaurant attributes as
perceived by subjects. ln addition, subjects were also asked to provide their perceptions about
their dining.
Basically they follow some steps to create excellent customer service at the contact center: -

Make sure that everything is right from the start.

Keep the Waiting time as Less as possible.
Solve the Problems Immediately.
Always gather Feedbacks from the customers.
Incorporate Technology

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Internal CRM by Dominos
Dominos has improved significantly in the market owing to its comprehensive CRM policies
which it has employed in order to maintain good relationship with the customers at every touch
& moments of truths. Some of the policies which it has employed are:

The dominos caters to its loyal fans. hence, the wow club is an
initiative to reach out to all domino's lover and reward them for
their support. here, they offer them, the latest offer and best
deals on pizza, as a way to say "thank you".

Dominos Home Delivery specialist

Dominos have endeavored to establish a reputation for being a

home delivery specialist capable of delivering pizzas within 30
minutes or else FREE to a community of loyal consumers from all
their restaurants around the country

Domino's started the "30 minutes or it's free" campaign,

guaranteeing that customers would receive their pizza within 30
minutes of placing an order, or they would receive the pizza for
free

In addition to the main course, customers can order from a variety

of items in the side order menu as well. Depending on the liking and
taste, you can order Breads, Pastas, Desserts, Dips, Italian Tacos,
Chicken Delights like Chicken Wings and Chicken Kickers along with
many Beverages. Thereby the offer Value for money in their
services.

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 Dominos is the first food services company in India to launch Online
Ordering service nationally. Online Ordering has already been a
runaway success with 12% of the total delivery business now turned
Online within a span of 1 year of launch. The project was unique in
itself and became a trendsetter for the market. Mobile Apps & Online
Selections and providing options for more customized orders

MULTICHANNEL INTEGRATION BY DOMINOS

DOMINOS ANYWARE CAMPAIGN:

To increase online orders, Domino's brought ordering to the devices and platforms people
already use everyday rather than making them come to them.

This new suite of ordering technology was named Domino's AnyWare and includes ordering
with a tweet, a text, Ford Sync, Smart TV's, and smart watches.

Each new way to order was introduced with its own press release, which drove to
DominosAnyWare.com where people could learn about these new ways to order.

A national TV campaign was launched featuring celebrities, with expertise in each platform
arguing, that their way to order was indeed the best.

Multi-channel approach generates and captures a lot of data which is used to improve the
marketing efficiency.

They use big data derive insights on customers.

Data captured through all its channels - text message, Twitter, Pebble, Android, and Amazon
Echo is fed into the Dominos Information Management Framework. This is combined with data
such as geocode information, demographic and competitor data, to allow in depth customer
segmentation.

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 They understand who is the dominant buyer, who reacts to coupons, and how they react to
every channel.

This means that individual customers can be presented with totally different coupons, product
offers based on statistical modelling of customers fitting their profile.

Domino's Pizza, has a 99% US awareness rate and sends direct mail pieces to 70 million
households.

Currently they employ more than 50 response and retention models.

With nearly 9,000 locations in more than 60 countries, each Domino's store directly markets to
consumers in that specific geographic area.

Domino's also employs different strategies for various points in the customer life cycle.

For example, a welcome piece is sent to first-time customers.

If a customer is flagged as only ordering via phone, they may receive offers on online ordering

If a loyal customer has not ordered recently, they may receive a piece that says, "Let's get
together again."

If a mistake was made in a previous order, the customer may receive a special offer with a
"Let's try this again" message.

PIZZA TURNAROUND OR THE #NEWPIZZA CAMPAIGN

Dominos has had the same pizza recipe since they launched 50 years ago.
It fared good in pizza delivery and value but very low in consumers' taste preference.

To launch its "turnaround," Dominos created a new website, www.pizzaturnaround.com ,

featuring a Youtube video documentary wherein Dominos employees listened to their critics
and are changing its pizza recipe.
The site also includes a Twitter stream showing people's reactions to the new recipe (using
#newpizza ).

Dominos is encouraging consumers,

food bloggers, people who had
previously
made negative comments to try the
new pizza and offer feedback via
social
media like Twitter, Facebook and
YouTube.

They leveraged multiple social

media channels (e.g. YouTube,
Twitter, Facebook)
to accomplish their goal.

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 They listened to what their customers said in order to improve their brand and
customers' experiences at the same time they are being extremely transparent in
their approach by asking their customers and critics to offer their feedback,
whether positive or negative.

REAL TIME CUSTOMER INTERACTION

Astute Social which manages customer interaction at dominos makes it much easier to find and
engage with customers just as they're getting ready to order a pizza. It is becoming a real time
marketing operation.

"When customers tweet, 'Who should I order pizza from today?' they are able to quickly see
and react to it and win the sale.

Astute Social automatically searches for hundreds of Twitter key words and constantly monitors
domino's Facebook to find posts that need attention.

Faster interaction means higher praise from our customers.

CALL CENTER EFFICIENCY

Domino's CRM tool, ePowerCenter, is from Astute Solutions too. Their compatibility has
increased efficiency.

Led to 128% increase in social traffic handled, reduced handling time by 53%.
Social cases are often handled in less than 5 minutes, instead of the 15 minutes needed when
Domino's managed social cases manually.

When something happens to diminish the customer experience, speed is just as important. So
when Astute Social finds one of Domino's preselected "alert" keywords, it immediately notifies
the team, even if they aren't logged in at the time. It helps hear the social media concerns and
intervene quickly to make things right, even on nights and weekends. This has a big impact on
long-term customer loyalty.

CUSTOMER EXPERIENCE AT DOMINOS

REAL TIME ORDER TRACKING

Dominos have enabled the ability to watch everything that happens straight from your browser
or smart phone.

It provides incredible transparency to their internal operations.

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ARTIFICIAL INTELIGENCE TO ENHANCE CX

Dominos delivered a pizza by drone to a couple in New Zealand, claiming that it will be faster
and safer as a drone delivery would not have to worry about traffic.

Dominos DRU platform, is an AI-based technology

that will allow customers to order a pizza using
their voice.

The idea behind the DRU platform is that customers

will no longer have to tap through a bunch of
pages, you can just say what kind of pizza you want,
making for a faster and easier process.

Customers could use their phone, computers, or

virtual assistants like Amazon Alexa, Google Home
to order pizza.

It is innovating as part of a continuous strategy to

enhance its customers experience and make
ordering easier than ever.

Measuring Impact through Critical Success Factors

Data availability and timely cleaning and developing of the database
Store support in execution of the program in terms of customer experience and honouring the
incentives promised/communicated to the customer
Identifying the software for the occasions and scheduling the communication

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Customer Survey

Most of the customers are happy with procedure of placing orders on phone as well as the
coupons and schemes of dominos

The main aspect on which they are unhappy is procedure to place order online and grievance
redressal regarding the complaints on the same

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Conclusion

Dominos are on right track with respect to their CRM initiatives as the brand has managed to
increase their revenues at exponential rate as well as manage more repeat customers.

Their campaigns through social media and internet have been received well, and the data
analysis done at the backend is enabling them to come up with more attractive schemes and
offers for the customers

With such massive scale expansion, the Quality control and consistency in product offerings as
well as service has been the main headache in recent times with increasing customer complaints
registered via Facebook page as well as emails and on phone.

Satisfactory grievance redressal remains a major issue currently and the one thing which they
need to work on to continue this high growth.

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