Did anyone watch The Voice debut on ITV this weekend? Don’t worry if talent shows and reality TV is not for you, as this is not an article about those, Will.i.am, or Tom Jones, but about Domino’s Pizza and the rise of their customer experience, coupled with their business success.
For those of you who did watch, you would have been hard pressed to miss the Domino’s Pizza advertising and sponsorship surrounding the programming. I am not particularly a fast food fan myself, but such was the advertising, it even made me want to order a pizza on an already full stomach.
The success of the branding made me think about the development of Domino’s and a recent keynote and case study I had seen from David Wild, the Domino Pizza Group, UK CEO, at the Customer Engagement Summit. The case study was titled ‘Staying Ahead in a Changing Marketplace with Disruptive Entrants’.
Disruptive, challenger brands are everywhere, across every sector, leading technological and digital innovations to steal your market share and your customers so what can we do?
Domino’s has had to become much more than just a food business; they have embraced the digital world and achieved 80% of pizza’s being delivered within 30 minutes. In this article from Michael Hinshaw, of McorpCX and My Customer; 4 Customer Experience Lessons from Domino’s Pizza, Domino’s is now as much a tech firm as a pizza maker.
Domino’s took poor customer feedback and challenged their leaders and employees to change. Their CEO Patrick Doyle, embraced customer experience as a core strategy, and enabled the delivery of that experience by becoming a disruptive technology company.
Back at The Customer Engagement Summit, David spoke about the need for the business ‘to be bold’. To win, ‘you need to stick your neck out’. To think about ‘where we are heading, as opposed to where we are’. To ‘Think like a customer -be a customer – talk to digital natives’. Be a ‘learning leader with the blinkers off’.
Wise words and a fitting start for the New Year.
If you haven’t yet turned your chair towards Customer Experience, perhaps now is the time.
If you are developing your Customer Strategy and need any support with acquiring skilled and talented professionals from across the customer landscape, on a permanent, of fixed term contract basis, or, are considering your next career move, then please contact me on 01543 308663, or email firstname.lastname@example.org.
Michelle Ansell is a Managing Partner at Douglas Jackson. With over 20 years recruitment experience, I can help and support you to; Define your Customer Strategy. Design your Customer Experience. Direct your Customer Contact.Develop your Customer Insight. Deliver your Customer Service. Differentiate your business and brand.
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