Domino’s Pizza, the second-largest pizza chain in the United States, was founded in the United States in 1960 and operates more than 14,000 stores in over 80 countries. It is known as the No. 1 pizza brand on delivery. The greatest share of sales is made of customers using Domino’s Pizza’s delivery service. The expert for pizza making and pizza delivery opened its first store in Vietnam, in the country’s largest city, Ho Chi Minh City, on 19 November 2010. By December 2018, the number of stores in Hanoi and Ho Chi Minh City had grown to 36.
Challenge of paper-based surveys
In the past, Domino’s Pizza Vietnam relied on paper surveys at its stores to gather information on customer satisfaction. For this, paper questionnaires were placed on the tables of the stores. Despite the offer of attractive incentives in return for completing the survey, feedback collection didn’t occur regularly, and the feedback response was low. Thus, Domino’s Pizza Vietnam sought a solution that would allow us to collect a higher number of feedback, both via online and offline channels. A further requirement for the solution was to provide analyses and reports based on the customers’ feedback to evaluate the performance of all stores and trend developments on recommendation behavior over time.
Whether on-site or from home: Using the multi-channel surveys by Spectos, customers of Domino’s Pizza Vietnam can easily give their feedback anywhere, anytime.
Multiple channels to capture the voice of Domino’s Pizza’s customers
The decision was made for Spectos to be the solution provider for an enterprise feedback management system. Spectos has provided Domino’s Pizza Vietnam with a multichannel customer feedback system to allow an easy and flexible collection of customer opinions. At stores, Domino’s Pizza’s staff or Spectos surveyors are equipped with tablets and approach customers for their feedback after the meal. Customers can also leave their feedback via paper surveys on the table. The paper questionnaires are then digitized. Call-center agents of Domino’s Pizza interview their customers per store daily as well and put the responses directly into the online system. Online customers can directly give feedback on Domino’s Pizza Vietnam or the website after completion of their order. Furthermore, call centers call customers for their feedback randomly every day.
Customer satisfaction and recommendation score at a glance in real-time
Domino’s Pizza Vietnam initially tested the Spectos Survey Service as a pilot project for 6 months. During this period, Spectos’ collaborators supported Domino’s Pizza in the collection of feedbacks at stores. A big increase in the number of customer feedback could be achieved during this time. After the successful pilot phase, a 1-year contract was signed with the decision, to apply the customer satisfaction surveys to all stores and for all online and offline channels such as call center, stores, website, and Facebook fan page.
On-site, the guests of Domino’s Pizza can give their feedback via Tablet.
In addition to the multichannel feedback system, Spectos has provided the Pizza expert with a web-based reporting system in the form of a Real-Time Performance Management Platform. All customer feedback data is centrally collected and analyzed in a customized cockpit in Real-Time. The results from the feedbacks are used as KPIs to evaluate the performance of individual stores, service quality and staff. Management of Domino’s Pizza can assess customer satisfaction with products, services, and staff at a glance. Besides that, management can see the overall customer recommendation score core and benchmark all stores with each other. Furthermore, the real-time performance management cockpit contains an integrated ticket system for efficiently handling customer complaints. Management also receives all feedback results in weekly and monthly summary reports per email as Excel and PDF files.
At the store level, store managers and supervisors can easily log into the account based on their access rights and monitor the satisfaction of their customers in real-time. The integrated ticket system helps store managers to discover and handle occurring problems and respond to customers as soon as they receive a critical feedback.
