The Domino’s PULSETM System: Reading the

Pulse of the Customer

By:
Group A6

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Summary
Domino’s is an international pizza delivery franchise. Domino’s was adopting
technological advancement and was maintaining their customer relations effectively.
Due to the sluggish growth of the US economy, the company started spreading its
operations aggressively to other nations. More than half of the revenue comes from its
overseas businesses. Information system employed by Domino’s plays an important role
in increasing the operating efficiencies.
Point-of-sale (PoS system): In 2002, Domino’s was facing low sales and increased costs
and that is how the PoS system was implemented.
PULSE system: It is a graphical user interface and a touchscreen-based computerized
system that manages the ordering, inventory, and reporting at Domino’s. It’s been
implemented in almost 50% of its international & domestic stores.
Voice over IP(VoIP): Domino’s has successfully implemented VoIP has been able to
allocate a particular number to a specific region or geographic area. – VoIP
automatically detects the location of the caller and intelligently routes the call to their
nearest store location.
eConnect system: It is a system that was implemented as a subsystem within PULSE. It
helps to make contact between branches and headquarters.

1. How does Domino’s PULSE system help manage customers’ orders? Is there a
system in place to identify the new customers?

The main concept of this case lies in the fact how information system transforms
business. In this scenario, Domino’s has applied their ideas in all the three interrelated
changes in technology, the use of mobile computing platforms, the use of big data as
well as short computing. The Domino’s pulse is a point–of–sale (POS) system that
manages to order inventory and reporting. It’s a simple user interface that can be
managed by an employee. This pulse system saves the customer name, contact, and
address in the database and by this, the technology creates a customer and supplier
intimacy by displaying customer preference as previous orders have been saved on the
pulse. So, the representative can identify if he’s a new customer or an existing customer.
This pulse is connected to a centralized computer and the main server, so whenever a
customer orders his preference from any location, they can identify their history, also
when the customer stays away from visiting domino’s they contact the customer and
provide offers. For improved decision-making performance and ultimately increasing
profitability the pulse act as a series of value-adding activities by data collection and
storage to transforming data into the business system for business process.

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2. How does PULSE help the manager to segregate the areas of customer orders and
use appropriate targeting strategies?

The information system collects stores and disseminates information through pulse and
after proper evaluation Domino’s divide the area into three sectors namely yellow, green
and red. With behavioral approach Domino’s push the promotion in the yellow sector
where the customers are categorized low, they promote inexpensive pizza and distribute
pamphlet. And the next sector of green who buys pizza at a steady rate. They target
customers to buy medium-range pizza and in the maximum order category, the red
sector is promoted with costlier products. Domino’s provides additional support by
launching IOS and android applications to access promotional coupons, payment
delivery and they even can customize their pizza. They also implemented SMS
marketing to target people who use basic phones. The pulse system is based on a
technical and behavioral approach. Considering both social and technical features and
making appropriate changes at the managerial and organizational level helped to target
customers.

3. As a senior manager, discuss how you could conduct wastage analysis in

Domino’s stores through PULSE?

To achieve one of the business objectives- operational excellence the pulse aids on
inventory management. Every data on raw materials is entered and compared with
finished products to compute ideal usage. The higher level of efficiency, the higher the
profit. So, statistical calculations like calculating the variance help to find out the wastage
at different branches.

4. Discuss the eConnect and reporting feature of Domino’s PULSE system?

This is a feature where cloud computing has a lot of influence. The data collected by the
pulse is supported by a subsystem called e-Connect. Having the right information at right
time can make a difference in competitive advantage and survive them. Using e-Connect
a branch manager can evaluate the performance of any branch with the help of monthly
reports of each store. This will help in areas with deficiency to improve on profit, sales,
new customers as well as wastage. The top-level managers can also implement much of
the strategic decisions regarding the real-time data to dominate the market using an
information system. Reporting feature which acts as a feedback system that keeps a
track of net sales, growth rate, and other reports helpful in taking decisions that will
increase sales.

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5. How does VoIP help Domino’s efficiently serve its customers?

VoIP is a methodology and group of technologies for the delivery of voice

communications and multimedia over internet protocol networks such as the internet.
VoIP allows dynamic interconnection between users on any two domains on the internet
when a user wishes to place a call. Here the pizza chain allocates a particular number to
a specific region or geographic area, when the customer calls the pizza chain VoIP
automatically detects the location of the customer and routes the call to their nearest
store location. This system eliminates the need to maintain multiple analog lines for each
number, thereby cost saving. This ensures real-time processing, efficient
communication, and management.

6. Share your experience of unique customer service at Domino’s and try to link that
service with features of the PULSE system.

Domino’s PULSE is a computerized management information system is designed to

improve operating efficiencies, provide corporate management with timely access to
financial and marketing data and reduce store corporate administrative time and
expenses.

Customer Service Features of Domino’s Pulse:

• Touch screen ordering, which improves accuracy and facilitates more efficient order
taking.
• A delivery driver routing system, which improves delivery efficiency.
• They improved administrative and reporting capabilities which enable them to focus
on store operation and customer satisfaction.
• Enhanced their online ordering capability, including Domino’s tracker an application
on our computer screen or smartphone help us to know when the pizza going into
the oven, about to leave the oven, and being boxed and prepared for pick up.
• They make it engaging by delivering the information in a fun-to-follow-format and
delivering it in a way of fun and engaging that draws our eyes to them and makes it
more personalized by allowing us to select.