Last blog post I talked about how Domino’s Pizza and Guzman y Gomez were using Web 2.0 technologies to improve their business processes. This week I have decided to discuss how Domino’s Pizza are utilising social technology value levers across all areas of their business value chain as referred to in the McKinsey Value Lever Table. In particular I will focus on the Customer Service and Marketing and Sales components of the business value chain.
Domino’s Pizza is the largest pizza chain in Australia and due to the amount of work they are putting in adopting social technologies they will easily stay at the top of the market.
Domino’s Pizza is big on using its Facebook page as a way to interact with customers to ensure their are receiving the best service. If customers have an issue or problem with their pizza order from Domino’s they can post on the Domino’s Facebook page. Domino’s social media staff will respond to most if not all of these issues and try to resolve them so that they don’t occur in the future. Performing this process is focusing on caring for customer to ensure they return to Domino’s for their next pizza order.
Marketing and Sales
This is where Domino’s Pizza uses its Facebook, Twitter and its website to promote sales to its customers. Domino’s Pizza is always replying to any feedback left on their Facebook page and attempting to resolve any issues customers are having. They are deriving customer insight from this feedback left on the page as well as running promotional events that allow the customer to decide whether to bring a special pizza back.
They also use the Facebook page to promote special deals on offer to customer often using its page’s cover photo for a picture of this special deal. New products are even promoted, hyping up the release of their new products to all their customers. Domino’s Pizza also sometimes run a fan suggestion day on their Facebook page to allow customers to have input into some of Domino’s Pizza’s products.
Domino’s Pizza have been very successfully in employing these social technologies to increase their customer reach and improve their relationship with their customers. Using their Facebook page has been a strong point for Domino’s, using it very effectively to improve customer care and effectively market and promote products to customers.
Thanks for reading! Feel free to leave comments, questions or suggestions.