e-CRM Practices: Domino’s Pizza

This report discusses the electronic customer relationship management of Domino’s Pizza, including website design, e-payment systems, e-marketing, e-CRM applications, improvements, e-loyalty practices, and challenges faced during implementation.

Running head: E-CRM PRACTICES
e-CRM Practices: Domino’s Pizza
Name of the Student
Name of the University
Author’s Note:

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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
1. Brief Discussion on Domino’s Pizza Inc...........................................................................2
2. Analysis and Explanation of Website Design, e Payment Systems and e-Marketing.......3
3. Analysis and Discussion of e CRM Applications..............................................................4
4. e CRM Improvements in Website, e-Payment system and e-Marketing...........................4
5. Two e Loyalty Practices.....................................................................................................5
6. Challenges in Implementation of e CRM...........................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8

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Introduction
CRM or Customer Relationship Management is the systematic approach for the
proper management of any specific organization’s interaction with their customers. This
system helps in capturing vital information regarding the clients of the organization
(Khodakarami & Chan, 2014). CRM utilizes analysis of data about the better improvement of
business relationships with the clients. The main focus is given to the customer retention and
growth of sales. The most important and significant feature of customer relationship
management approach is the CRM systems, which helps in the compilation of data from
various channels of communication. These channels mainly include electronic mails, social
media, and website of an organization, telephone and even live chat (Choudhury & Harrigan,
2014). The systems are utilized for the facilitation of catering the requirements of clients. E-
CRM or electronic customer relationship management is the incorporation of CRM with the
help of internet.
The following report explains about the customer relationship management or CRM
of the internationally recognized and popular fast food restaurant, namely, Domino’s Pizza.
The report provides a brief description on the mentioned organization with proper details.
The significant analysis and explanation of the design of the website, e payment systems and
e marketing systems are also given here (Stein, Smith & Lancioni, 2013). Moreover, the
various applications of e CRM, improvements in the website of e CRM, e payment system
and e marketing system are also provided in this report. Furthermore, the several challenges
during CRM implementation are given here.
Discussion
1. Brief Discussion on Domino’s Pizza Inc.
Domino’s Pizza Inc. is the largest chain of pizza restaurant in America that was
eventually founded in the year 1960 (Domino's., 2018). The main headquarter of this
particular organization is in Ann Arbor, Michigan, with the name of Domino’s Farms Office
Park. Tom Monaghan and James Monaghan founded this popular chain of restaurant. They
bought a small store of pizza in Ypsilanti Michigan in the Eastern Michigan University,
namely, DomiNicks. In the year 1965, the organization was named as Domino’s Pizza Inc.
The first international franchise of Domino’s Pizza was opened in Winnipeg, Manitoba,

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Canada (Domino's., 2018). It was recorded that by the end of the year 2014, Domino’s Pizza
had grown to around 6000 locations worldwide. This organization has its own unique selling
point or USP, that is, it provides a thirty minute delivery and if the pizza is not delivered
within time, the organization is supposed to return the money. Moreover, to maintain a
healthy relationship with their customers, they provide free delivery, without compromising
with the quality of pizza (Domino's., 2018). Another most important and significant aspect of
this organization is that it follows electronic customer relationship management for their
business.
2. Analysis and Explanation of Website Design, e Payment Systems and e-Marketing
Domino’s Pizza Inc. has the unique design of website that attracts most of their
customers to order from the website. The main purpose of this website of Domino’s is to
convey important and specific information regarding the organization to the customers (Siu et
al., 2013). The products or the services that are provided by Domino’s are properly explained
in the website and this is extremely important for all clients or customers to gain significant
information. Domino’s Pizza has an excellent informative website that provides information
about all the important features or aspects of the organization. Moreover, the price of the food
is different in all countries according to the currency. Every country has its own updated
website with updated price (Trainor et al., 2014). This extraordinary design of website makes
the organization extremely popular in all over the world.
The second important feature apart from the website design is the e payment system.
Domino’s Pizza Inc. allows e payment system in their organization. The customers do not
have to pay the money via cash; rather they can pay with credit cards, debit cards or internet
banking. The virtual money has become extremely popular and Domino’s Pizza allows this
system (Saarijärvi, Karjaluoto & Kuusela, 2013). The only thing that is required for the
online order is the internet connectivity and a device that supports internet connection. This
device can be anything like a mobile phone, a laptop, a desktop, a tablet, a notebook and
many more. All these devices allow e payment system in Domino’s Pizza Inc.
This particular restaurant chain does their marketing of the services and products in
the procedure of e marketing. They do not believe in marketing their products by visiting the
customers from door to door. They rather encourage electronic marketing or e marketing.
They send emails to a specific group of people for sharing any commercial message. All the
emails that are sent to any customer about the organization’s products and services are known

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as e marketing (H. Nguyen & S. Waring, 2013). This email comprises of advertisements,
solicit donations or sales for the purpose of building trust, loyalty and even brand awareness.
Domino’s Pizza Inc. sends these marketing based emails to their existing database of
customers to new customers. Apart from emails, often pop up windows open up about the
organization for marketing purpose.
3. Analysis and Discussion of e CRM Applications
The main and the most important feature of the organization of Domino’s Pizza Inc. is
its customer relationship management. They maintain a good and healthy relation with the
customers by giving significant products and services (Harrigan & Miles, 2014). Electronic
customer relationship management or e CRM of Domino’s Pizza Inc. has various
applications. The various applications of e CRM in Domino’s Pizza Inc. are as follows:
i) Emails: This is the most significant and important application of e CRM in
Domino’s Pizza Inc. The customers of the organization can easily contact with the
organization with the help of electronic mails (Assimakopoulos et al., 2015). They can put
their queries in front of the restaurant and they can answer them back. Moreover, emails are
answered within twenty four hours of time and this sincerity makes the organization
extremely popular worldwide.
ii) Customer Service: Customer service of Domino’s Pizza Inc. is given to the
customers 24*7 and thus a healthy relationship is maintained with the clients (Soltani &
Navimipour, 2016). The technical support of this organization is extremely low in cost and
the number for contacting the customer service is toll free. Moreover, live chats are also
available.
iii) Sales Force Automation Solutions: These sales force automation or SFA
solutions helps in streamlining the several phases of sales processes and also reducing the
data entry manually (Nyadzayo & Khajehzadeh, 2016). The tracking system of the products
is in built within this sales force automation solution.
4. e CRM Improvements in Website, e-Payment system and e-Marketing
The electronic customer relationship management or e CRM is done by making better
websites, e payment systems and e marketing technologies. However, these above mentioned
systems can be improvised with proper recommendations (Padilla-Meléndez & Garrido-

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Moreno, 2014). The recommended improvements for website of Domino’s Pizza Inc. are as
follows:
i) Faster to Load: The website of Domino’s Pizza Inc. should load more fast. Often
the website gets slow and cannot take orders. This particular problem should be solved easily.
ii) GPS Problem: Global Positioning System or GPS often cannot detect the location
of the customer and the customer has to write his or her location manually (Baran & Galka,
2016). This often irritates the customers and can even affect the brand positioning of
Domino’s Pizza Inc. They should fix this problem as soon as possible and maintain their
brand name.
The e payment system of Domino’s Pizza Inc. often face problem in their existing
system. The improvements of the e payment system are as follows:
i) Security: This is the most important and significant feature that comes in mind
when e payment is done (Rahimi & Kozak, 2017). Domino’s Pizza Inc. should provide extra
security to the system of e payment, that is when any type of transaction is made, there
should not be any problem.
ii) Implementation of Elliptic Curve Cryptosystem: The ECC or Elliptic Curve
Cryptosystem provides extra security to the credit card or debit card transactions.
The e marketing of Domino’s Pizza Inc. can be improved by certain
recommendations. They are as follows:
i) Increment of Website’s Visibility: The website of Domino’s Pizza Inc. should be
more visible while searching and this will increase their e marketing (Laudon & Laudon,
2016).
ii) Email Marketing: This is a specific part of e marketing. They should send emails
to their existing or new customers for marketing of their organization.
5. Two e Loyalty Practices
The two e loyalty practices of Domino’s Pizza Inc. are as follows:
i) E Satisfaction: This is the most important loyalty practice of Domino’s Pizza Inc.
The customers should enable this particular e loyalty so that their customers are completely

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with the products and services (Azad & Hashemi, 2013). This can be done with the help of
technologies.
ii) E Quality: The second most important e loyalty practice is e quality. The quality of
the service and product should be perfect and this will help them to achieve their
organizational goals and objectives.
6. Challenges in Implementation of e CRM
Electronic customer relationship management or e CRM is extremely important for all
organizations and thus Domino’s Pizza Inc. has implemented electronic customer relationship
management in their organization (Leeflang et al., 2014). However, it has been noticed that in
spite of having various important benefits or advantages, there are several challenges that are
faced by Domino’s Pizza Inc. during the successful implementation of electronic customer
relationship management. The major challenges or problems in the implementation of
electronic customer relationship management are as follows:
i) Regular Up Gradation: E CRM is the extension of customer relationship
management or CRM. The main difference between normal customer relationship
management and electronic customer relationship management is that in e CRM, the
relationship is managed electronically (Audrain-Pontevia, N’Goala & Poncin, 2013). As this
is an extension of customer relationship management but electronically, there is an urgent
need for regular up gradation. When this up gradation is not done properly, it becomes,
extremely tough and difficult to maintain the customer relationship.
ii) Huge Cost: The electronic customer relationship management or e CRM is
extremely costly or expensive to implement within the organization. Due to the huge cost
incurred, Domino’s Pizza Inc. faced exclusive problem financially (Soltani & Navimipour,
2016). However, they still managed for the successful implementation.
iii) Selection of a New Technology: The third problem or challenge that was faced by
Domino’s Pizza Inc. was the proper selection of a new technology. Electronic customer
relationship management works on the implementation and adaptation of technologies
(Harrigan & Miles, 2014). When this technology is not adapted properly, the organization can
face significant problems. The technology deficiencies like selection of vendor and shortfall
in performance were the major challenges in technology selection.

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iv) Implementation of Customer Centric Behaviours: This is the fourth challenge
that was faced by Domino’s Pizza Inc. during implementation of e CRM. The problems that
included slower user adoption, poor training and management for working were also faced
(Assimakopoulos et al., 2015). Since this restaurant was mainly based on customer, it was
extremely important to focus on the customer centric behaviours.
Conclusion
Therefore, it can be concluded that customer relationship management is the specific
approach for the appropriate management of any particular company’s communication
amongst their clients. The systems are used for the proper facilitation of catering the
requirements of clients. E-CRM or electronic customer relationship management is the
incorporation of CRM with the help of internet. The above report describes about the one of
the most popular international restaurant chain, Dominos Pizza Inc. This report eventually
discusses regarding the electronic customer relationship management of this particular
organization. The design of the website, the e payment systems and the e marketing systems
of Domino’s Pizza are also described here. Furthermore, the several e CRM applications, or
the improvisations in the organization’s website, the system of e payment and the systems of
e marketing are also given in this particular report. Moreover, the report has described about
the various challenges or issues that are faced while e CRM implementation within the
organization.

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