grow. : grow - Edition 4 - May 2017
ISSUE 4 | 2017 24 | BUSINESS APPETITE FOR DISRUPTION Domino’s arsenal of digital ordering options and speedy customer service innovations show just how far brands can go to reap the benefits of providing a streamlined customer experience. A gainst a consumer ‘foodie’ trend of rejecting fast food giant brands and opting for healthier, artisanal options, Domino’s Pizza is one brand that continues to excel. Its array of innovative product and service offerings – centred on digital technology, ease of customer use and speedy service – have made it a modern customer favourite. So why is the customer experience so important to Domino’s success, and what’s the secret behind its string of success story innovations? In a keynote speech at the CMO Disrupt event in Melbourne on 23 February this year, Scott Bush, general manager, New Zealand at Domino’s Pizza Enterprises Ltd, made it clear that a customer-focused approach to strategy has really been the only factor that’s driven the company’s innovations, and can explain the brand’s success. In terms of product, he says, it’s really just “selling flour, water, tomato sauce and cheese”, so finding and rectifying customer pain-points became a focus as early as 2006, when the brand launched the Domino’s Pizza Tracker. “One of the first frustrations,” he says, “[was the] the customer places the order, they don’t know what happens to it, and they don’t know when it’s going to arrive at their door.” The Pizza Tracker told online customers whether their pizza was being made, being cooked, or had actually been signed out and was on the way. “That was a massive step forward in terms of technology and being quite disruptive in this place for something that was as simple as ordering a pizza,” Bush recalls.
grow - Edition 3 - January 2017
grow - Edition 5 - August 2017