Case study domino pulse system

1. CASE STUDY:
DOMINO’S PULSE
SYSTEM:READING THE
PULSE OF THE CUSTOMER
BY:VY 25 MACFAST
FEBIN ABRAHAM
SAMPATH M PHILIP

2. INTRODUCTION
• Domino’s pizza Inc. branded as Domino’s , is an American
pizza restaurant chain founded in 1960 by Tom Monaghan.
• Second largest pizza chain in US.
• Headquartered at Ann Arbour, Michigan United States.
• Today it ha more than 10,000 corporate and franchise store in
almost 70 countries across the global world.

3. Summary of case study
• International Pizza delivery franchise.
• Adopting technological advancement and maintained their customer
relations effectively.
• Due to sluggish growth of US economy, the company started spreading its
operations aggressively to other nations.
• More than half of the revenue come 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 PoS system was implemented

4. Continue…
• PULSE system: It is a graphical user-interface and touch screen based
computerized system that manages ordering , inventory and reporting at
domino’s. its 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.

5. E-Connect system: It is the system were implemented as a subsystem
within PULSE. It helps to make contact between branches and
headquarters.

6. Case study : Questions
1. How does Domino’s PULSE system help manage customers orders? Is
there a system in place to identify the new customers?
The dominos pulse is a point -of –sale (POS) system that manages ordering inventory and
reporting.
It’s a simple user interface which can be managed by an employee.
This pulse system saves the customer name , contact and address in the database and by
this the technology create a customer and supplier intimacy by displaying customer
preference as previous orders have been saved on pulse. So there representative can clearly
identify if he’s a new customer or existing customer.

7. 2. How does PULSE help the manager to segregate the areas of customer
orders and use appropriate targeting strategies?
Through the information that they collected will divided the areas into areas into three sectors namely: yellow,
green , and red.
Yellow: The localities from where new customers have started orderingare categorized under this sector. They
promote inexpensive pizza and distribute pamphlet.
Green: The localities from where the orders are coming at a steady rate are categorized as green. They promote
pamphlet containing medium size pizzas.
Red: The localities from where the store receives the maximum orders are categorized as red. The most costly
items are promoted in these areas.

8. 3. As a senior manager, discuss how you could conduct wastage analysis in
Domino’s stores through PULSE?
• To achieve business objective, with the help of PULSE system on inventory management .
• Every data on raw materials is entered and compared with finished
products to compute ideal usage.
• Then variance is calculated to identify whether products are being optimally utilized.
• This helps conduct wastage analysis at each branch.

9. 4. Discuss the e-Connect and reporting feature of the Domino’s PULSE
system?
• The large presence of multiple geographical areas lead to disturbance in their internal communication of
employees which lead to an introduction of e-Connect a subsystem within PULSE.
• Through e-Connect, a branch manager can contact any of other branches or even the headquarters .
5. How does VoIP help Domino’s serve its customers in an efficient manner?
• It helps to allocate particular number to a specific region or geographical area.
• It automatically detects the location of call .
• Location are recorded and routed to the nearest Domino’s stores .
• It helps to reduce the expenses and save cost.

10. 6. Share your experience of unique customer service at Domino’s and try to
link that service with features of the PULSE system.
• Touch screen interface
• Maintaining sales figures
• Compiling customer information
• Delivery driver routing system