The document provides details about Domino's Pulse system, which is a point-of-sale system that manages ordering, inventory, and reporting. It allows Domino's to identify new and existing customers based on saved customer data. The system also helps managers segment customer areas into yellow, green, and red zones to target different products and promotions based on order rates. Additionally, the document discusses how the Pulse system supports waste analysis, internal communications between stores through eConnect, efficient call routing with VoIP, and enhanced customer service.

1. CASE STUDY:
DOMINO’S PULSE
SYSTEM:READING THE
PULSE OF THE CUSTOMER
Presented by;
AISWARYA B S
NEETHU GEORGE
S2 MBA
MACFAST

3. 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.

4. 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.

5. Conti…
• 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.

6. Conti..
• eConnect system: It is the system were implemented as a subsystem
within PULSE. It helps to make contact between branches and
headquarters.
• Domino’s Tracking system

8. 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.

9. 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 ordering
are 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.

10. 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.

11. 4. Discuss the eConnect 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 eConnect a subsystem within PULSE.
• Through eConnnect, a branch manager can contact any of other branches
or even the headquarters .

12. 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.

13. 5. 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