Domino’s for Good > Our Customers - Customer experience & engagement
CUSTOMER EXPERIENCE AND ENGAGEMENT
Every customer wants their pizza to be freshly made and hot out of the oven. Meeting customer expectations and improving satisfaction in the design and delivery of our products, services and experiences is key to the success of our business. Our customer engagement is built on the foundations of ease, value and consistency. Read on for examples of how we are meeting our customers’ needs through innovation.
Customer lifetime value
An important element of customer experience and engagement is our Customer Lifetime Value (CLV) approach. We see our CLV mindset as critical to achieving the best possible customer experience because it looks beyond a single transaction or point in time, focusing instead on the customer’s lifetime relationship with our brand. When our customers have a great experience, they buy from us again. In fact, our most satisfied customers return many times throughout the year, resulting in higher sales. We also know that our Net Promoter Score is correlated with Customer Lifetime Value. Research undertaken in FY22 showed us that we can improve customer experience by focusing on great delivery, delicious food, and great service and friendly staff. Our CLV approach also enables us to better understand the reasons for customer dissatisfaction. In FY23, we took the next step in this approach by introducing Club 1845.
Offering choice and transparency
We want to make sure our customers have everything they need to make informed food choices. To ensure they have all the facts, we are working towards full transparency around the ingredients used in Domino’s products and their nutritional value, as well as the environmental footprint of the products they buy from us. To meet the changing requirements of our customers, we have begun offering our European and ANZ customers an extensive range of vegan products. These include 100% vegan dough, vegan cheese, fully vegan pizzas, plant-based protein alternatives such as vegan options for crunchy ‘chicken’ and plant-based ‘chicken’. We ran a successful Veganuary campaign, increasing our ProVeg ranking from sixth to third place for the most vegan-friendly restaurant chain (2023) in Germany. We provide information on the calorie content of our menus in line with national legislation in our respective markets. In FY23, we also worked hard to improve the quality of our ingredients (see ‘Our food’) and we are increasingly communicating with our customers about the origin of our ingredients.