Recommendations for Domino's: Customization, Customer-Centricity, and Future Preparation

This presentation suggests recommendations to Domino's to modify its products and services, become more customer-centric, and better prepare for the future of customer experience management. It recommends customization of products through promotions and contests, becoming more customer-centric through high-quality services and training programs, and better preparation for the future by addressing health concerns and offering healthier options.

Customer
Experience
Management

Introduction
 Domino's is a restaurant chain of pizza inaugurated in Delaware and
established in the year 1960 by James and Tom Monaghan.
 The company is based in the USA, and the head office of the
company is at Domino’s Farms Office Park in Ann Arbor in Michigan.
 It is located in almost 15, 000 countries all over the world. In February
in the year 2018, the company became the largest seller of pizza all
over the world.
 The presentation will suggest recommendations to Domino’s to
modify its products and services.
 It will also recommend to become more customer-centric and for
better preparation for the future of customer experience
management.

Customization of its Products
 The restaurant can fix the promotion of its food items with a local
park or shipping mall.
 They can also organize for the contest where the consumers could
win free vouchers discounts or free passes to any entertainment
places (Ghobadi, Akhlaghi, Shams & Mazloomi, 2018).
 It can organize the contest only for those customers those who will
purchase the food items of Domino's.
 It can also name some of its items after the celebrities or sports
person.
 Domino’s can take benefits of food seasons or food trends through
different product promotion and strategies.
 All these strategies can help Domino’s to customize its products.

Becoming more Customer-
Centric The front house of the restaurant is the place where the consumer
spends their time.
 Since the time, they are welcomed till they leave the restaurant, the
employees of the Domino's need to deliver memorable experiences
through high-quality services.
 The customers must be welcomed with direct eye contract and a
smile.
 The managers, cashiers and all other employees of the restaurant
need to make direct eye contact since the experiences of the
customers are built by these gestures (Guthrie, Mancino & Lin, 2015).
 Domino’s need to make aware of all its employees about customer
services. The employees must be well-trained and instructed to
attend each consumer individually.

Continued…
 Sometimes it is necessary that the senior management of Domino's
come forward and directly deal with the consumers.
 It will leave the message that the satisfaction of the customer is the
top priority of the restaurant.
 Domino’s must also instruct and train its staffs to carefully listen to its
consumers (Hanaysha, 2016).
 If the staff attend and carefully listen to the consumer, then the staff
will realize the issue from the perspective of the consumers.
 The staff can also be able to answer the queries of the consumers
and understand their expectations from the restaurant.

Continued…
 The managers of the Domino’s can also be trained through training
programs where they can learn different methods to improve the
operations of the restaurant.
 It can create a culture of hospitality on which the brand image of the
restaurant will be maintained. Domino’s can also opt for loyalty
schemes for rewarding its consumers (Ramanathan, Di &
Ramanathan, 2016).
 Loyalty schemes have a direct effect on the customers and motivate
for loyalty towards the restaurant.
 Dominoes can teach these consumer service processes to their staffs
for improving their customer services and become a customer-centric
restaurant.

Better Preparation for the Future of
Customer Experience Management
 The image of Domino’s like several other fast food restaurants are connected
with the public through its food items which have high fat.
 The rates of obesity among adults are almost 25%, almost double in France,
and the worst rates in Europe.
 Domino’s need to focus on campaigns to bring attention to these concerns
and help people with relevant information to keep them healthy.
 So, Domino’s need to launch a new campaign, so that brand image of the
restaurant is changed, realize the increasing problem of obesity and provide
and motivates its consumers to select healthy options while visiting Domino’s
(Soo, Harris, Davison, Williams & Roberto, 2018).
 This campaign will motivate for a new health-conscious customer base those
who will visit Domino’s for healthy food options. It will also aim to motivate
existing consumers to visit more regularly by abandoning the guilt of eating
high-calorie food.

Continued…
 This campaign will direct at end-user consumers to create a high level of
consciousness, change the attitudes, decrease the risks and motivate
involvement of the customers.
 Though Domino’s has several options of foods, it needs to introduce healthy
alternatives for the health conscious customers.
 Other fast food restaurants like Subway have 12 options of low-fat foods all
under 6 grams. Pizza Hut, one of the major competitor, has the option of less
salt.
 So, to effectively compete with its competitors like Pizza Hut, Domino’s have
to launch a campaign to offer healthy food items to their customers (Wu &
Mohi, 2015).
 This campaign must also aim the parents either look for healthier choices for
themselves and for their children to Domino’s or the parents those who are
health conscious are concerned for their children those who eat fast food.
 This campaign can improve the customer experience management of
Domino’s.

Conclusion
 The presentation concluded with recommendations to Domino’s to modify its
products and services.
 It also recommended to become more customer-centric and for better
preparation for the future of customer experience management. Domino's have
to be conscious of the health of the customers and offer heathier options for
health conscious consumers.
 So the suggestion is the choice of pizzas with low fat. There must be options for
whole meal pizza base in order to increase the fiber contents of the consumers.
 The customer-centric strategies include welcoming the customers with direct
eye contract and a smile. The senior management of Domino’s come forward
and directly deal with the consumers.
 The managers of the Domino’s can also be trained through training programs
where they can learn different methods to improve the operations of the
restaurant.
 The strategies of customer experience management include campaigning for
healthy foods by Domino's.

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