DELIVERING CUSTOMER EXCELLENCE IN QSR: THE DOMINO’S APPROACH

Dasun Yatawara
Head of Marketing

Q: Why should customer excellence always be a priority? And how does your organisation ensure this?  

A: Customer excellence is fundamental to building long-term brand loyalty and sustaining business growth. In today’s competitive landscape, customers expect more than just a good product – they demand an exceptional experience. At Domino’s, we prioritise customer excellence because it directly impacts our ability to retain and attract customers. Our goal is not only to meet expectations but to exceed them.

We ensure customer excellence through a combination of continuous training, technology integration and listening to our customers. Our frontline staff is trained to deliver consistent service across all touch points, be they dine-in, delivery or digital channels.

And we actively collect feedback to understand our customers’ evolving needs and make improvements accordingly. Regular quality checks, timely deliveries and easy accessibility through our app contribute to a seamless and enjoyable experience.

Q: What is your organisation’s approach to customer excellence?

A: At Domino’s, customer excellence starts with understanding that the customer journey is multifaceted and extends beyond the transaction. We view each interaction as an opportunity to build a positive experience, from the first click on our app to the moment the pizza is delivered. Our approach is centred on the pillars of convenience, consistency and communication.

Convenience is at the heart of our service model. We have optimised our app and website for easy navigation and real-time delivery tracking to simplify the process. Consistency is key in maintaining trust so we focus on delivering the same high quality food and service across all outlets.

Communication, both digital and in-person, ensures that customers are informed and engaged with our brand. Whether it’s through SMS or push notifications, our 30 minute delivery promise or tailored offers, we keep customers at the centre of our efforts.

Q: How does your organisation harness the power of data and analytics to elevate customer experiences?

A: Data and analytics are integral to our strategy of delivering personalised and seamless customer experiences. At Domino’s, we use data to understand customer preferences, predict behaviours, and tailor our marketing and service delivery.

Our ordering platform captures insights that help us identify customer preferences, which in turn enables us to offer targeted promotions and product suggestions. Furthermore, customer feedback is analysed to identify pain points and areas of improvement, allowing us to be proactive in enhancing the customer journey.

Q: What challenges does your sector face at this time?

A: The quick service restaurant (QSR) sector is facing increasing pressure to deliver faster, more convenient service without compromising on quality. Meeting the growing expectations for quick deliveries while ensuring consistent product standards can be challenging, particularly in high demand situations.

Another key challenge is adapting to digital transformation. As customers increasingly prefer online and mobile ordering, staying up-to-date with the latest technology and offering a seamless digital experience are essential but require continuous investment.

Additionally, fluctuating costs and supply chain disruptions pose risks to maintaining affordability while upholding service standards.

Lastly, the competition for customer loyalty is fierce and ensuring personalised, relevant engagement across platforms is crucial but resource intensive.

Telephone 7777888  |  Website https://m.dominoslk.com